MNM2601 Marketing Management

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CONTENTS: Introduction The Enterprise and the Environment Marketing Defined from a Micro and a Macro Perspective The Marketing Environment The Micro Environment The Market Environment The Macro Environment Profit and Non-profit Organisations Environmental Scanning and Forecasting

LEARNING OUTCOMES After studying this unit you should be able to: Illustrate the different types of purchase decision Illustrate the influence of the individual factors influencing consumer buying decisions Illustrate the group factors influencing consumer buying decisions Illustrate the steps in the decision making process Explain the factors influencing business buying behavior

Learning outcomes On completion of this unit you should be able to: Demonstrate an understanding of the concepts of market segmentation, targeting and positioning. Illustrate how the bases for segmenting consumer markets can be used to identify possible market segments.  Explain the process of market targeting.  Explain the factors involved in product positioning.

LEARNING OUTCOMES After studying this unit you should be able to: Analyse, step by step, the decision making process and indicate what happens after a product or service has been purchased. Indicate how buyers take decisions in the industrial purchasing process. Explain how consumer buyer behaviour differs from business buying behaviour.

LEARNING OUTCOMES On completion of this study unit you should be able to: Explain what is meant by the term "target marketing" Suggest factors that should be considered when selecting a target market Explain the concept of product positioning Discuss the positioning process Describe the positioning methods that marketers can pursue in practice

LEARNING OBJECTIVES After completing this study unit you should be able to: Explain the importance of information to the company and its understanding of the market place. Outline the steps in the marketing research process.

LEARNING OUTCOMES Learners should be able to: Explain the composition and functioning of the marketing environment Illustrate the effect of the microenvironment on an organisation Illustrate the effect of the market environment on an organisation Illustrate the effect of the macro-environment of an organisation Conduct a SWOT analysis for an organisation

Learning outcomes: After completing this study unit you should be able to: Demonstrate an understanding of all the activities involved in integrated marketing