Marketing Management (Understanding Marketing)

This comprehensive course introduces the core strategic and management concepts required to evaluate and enhance the marketing strategy of a business, and lead implementation of an integrated business wide approach to the management of marketing and sales
Marketing Management (Understanding Marketing)


This course is the 5th course in the Global Marketing Program, and is designed to assist non-marketing managers and business leaders in directing, or advising the marketing team in the development of marketing strategy and plans. The content of the course is comprehensive, and provides an overview of the core concepts required to develop and coordinate the marketing strategy of all types of businesses, and not for profit organizations, seeking to enhance their market focus.


On completion of this course, you will be better able to:

  1. Analyze and Interpret sales and market activity data to make informed decisions on the activities of the sales and an marketing teams;
  2. Evaluate your competition, and position your business to exploit opportunities in the marketplace;
  3. Identify marketing goals  for your business , and know which marketing tactics will to apply to achieve these goals;
  4. Understand how to price, position and promote products to achieve commercial success for the business;
  5. Evaluate the effectiveness of the organization's marketing program.

The content of this course includes:

  • Understanding the Marketing Process
  • Know your Products and Services
  • Understanding Product / Service Profitability
  • Knowing Your Core Competencies
  • Defining Your USP
  • Know your Customers
  • Using Market Research data
  • Selecting a best fit Segmentation Approach
  • Know your Competition     
  • Knowing your Market Size and Market Share
  • Understanding strategic marketing
  • Applying Marketing Strategy to your Business
  • Applying the Marketing Mix to your Business
  • The Marketing Mix and Service Businesses
  • Selecting Pricing Strategies               
  • Selecting sales channels
  • Understanding Promotional Strategies
  • Understanding Branding
  • Promoting your Business
  • Branding Your Business
  • Understanding Advertising
  • Understanding the Role of the Marketing Manager
  • Developing the Marketing Budget

Suitable For: Professionals, Executives, and Managers new to strategic marketing
Course Duration: 12-18 Hours (self-paced)
Certification: Completion Certificate
Delivery: On-line (Virtual Tutor, Presentations, Self-assessments, Quizzes, and Video Clips)
Resources: Comprehensive Learners manual, additional articles and worksheets
Access Duration:  3 months from the date of enrolment.
ILM Equivalence: M4.36 - Managing Marketing Activities (3 credits)

Payments options are available at checkout.

Payment Path At Checkout Monthly
Pay in Full £ 99.00 - - £ 99.00

Purchases over £ 100.00 qualify for our installment plan.

Please complete this form and we will send you a free trial of this and other Global courses.

Please complete this form and we will send you a free trial and brochure for this course.

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Marketing Management (Understanding Marketing)


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