Marketing Management 2600-MSMdz1ZM

1. Marketing management process
 definition of the marketing management process
 defining the product market
 components of marketing management (analyzing, designing, implementing and controlling)
2. Analysis of market opportunities - analysis of buyers.
 types of buyers
 shopping center
 types of purchasing decisions
 phases in the decision-making process (consumer and industrial market)
 research on the structure of buyers' preferences
3. Market Opportunity Analysis - Demand Analysis
 determination of potential demand
 estimating the sales of the entire industry
 forecasting of demand and sales (techniques)
4. Market opportunity analysis - competition analysis.
 identification of competitors
 structure of the supply
 structure of supply
5. Market opportunity analysis - SWOT analysis.
 marketing specificity of SWOT analysis
 analysis of opportunities and threats
 analysis of strengths and weaknesses
6. Designing marketing strategies - decision structure.
 marketing goals
 STP
 marketing mix
7. Implementation and organization of marketing activities.
 structure of marketing programs
 functions performed by the marketing division
 types of structures of the marketing division
 linking the marketing department with other departments in the company
 cooperation of the marketing department with marketing service providers
 internal cooperation of marketing with other departments of the company
8. Controlling the marketing activity.
 cross-sections of marketing control
 sales control
 market share control
 control of marketing expenses
 profitability control
 control of the effectiveness of marketing instruments
 control of customer satisfaction