Institute of Commercial Management | Qualification Subject

Marketing Management

ICM Professional Diploma Unit

Marketing Management

  • The critical role of marketing in organisations and society
  • Laying the groundwork through strategic planning
  • Managing the marketing process and marketing planning

Analysing Marketing Opportunities

  • Marketing information systems and marketing research
  • Analysing the marketing environment
  • Analysing consumer markets and buyer behaviour
  • Analysing business markets and organisational buying behaviour
  • Analysing competitors

Researching and Selecting Target Markets

  • Measuring and forecasting market demand
  • Identifying market segmentation and selecting target markets

Designing Marketing Strategies

  • Marketing strategies for differentiating and positioning the marketing offer
  • Developing, testing and launching new products and services
  • Managing products through their product life cycle
  • Deciding on international market entry
  • Methods of entry
  • International marketing programmes

Planning Marketing Programmes

  • Managing product lines, brands and packaging
  • Managing service business and ancillary services
  • Designing pricing strategies and programmes
  • Selecting and managing marketing channels
  • Managing retailing and wholesaling
  • Designing communication and promotion-mix strategies
  • Designing effective advertising programmes
  • Designing direct marketing, sales-promotion and public relations programmes
  • Managing the sales force
  • Managing direct marketing operations
  • Implementing marketing programmes
  • Controlling marketing activities

Example Candidate Response Booklet

Example Candidate Response (ECR) Booklets are a source of crucial information for Centres and Candidates as they use real candidate responses. We ask Senior Examiners to comment on five or more responses in terms of why the mark was awarded with commentary about how to improve the answer (if necessary).

Recommended Reading

Main Text:

Marketing Management – Philip Kotler (Prentice Hall)

Indicative Text:

Alternative Text and Further Reading: