Marketing Planning & Decision Making - Maritime

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