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Course Topics and Key Dates

YEAR 1


Marketing Principles

  • Market segmentation and target market selection
  • Competitive analysis and product positioning
  • Buyer Behaviour
  • Assessing profitability and setting prices
  • Managing channel conflict
  • Communication objectives and promotion
  • Integrated Marketing Plans

Customer Relationship/Sales Force Management

  • Sales force structure and territory alignment
  • Evaluating profitability and sales force performance 
  • Sales force compensation
  • Selling via agents and channel partners
  • Recruiting, Selecting, and Training the Sales Force
  • Utilizing technology
  • Developing an Integrated Sales Program

YEAR 2


Market Research

  • The Process of Market Research
  • Opportunity Formulation
  • Sampling
  • Survey Design
  • Focus groups
  • Data Sources and Collection
  • Data Analyses

Financial Management

  • Interpreting Financial Statements
  • Evaluating Financial Performance Ratios
  • Break-even and Contribution Analyses
  • Evaluating the Performance of Marketing Campaigns
  • Evaluating the Performance of Sales Promotions
  • Customer Lifetime Value Analysis
  • Sales Forecasting

YEAR 3


  • Strategic Issues in Marketing
  • Strategic Marketing Frameworks
  • Marketing Strategy Simulation
  • Evaluating Market Segments
  • Product Portfolio Analysis
  • Evaluating alternative marketing strategies
  • Implementing Marketing Programs
  • Digital/Social Media