Marketing Management notes – KNEC Diploma

Marketing Management

This subject is examined in the following Diploma courses:

• KNEC: Diploma in Business Management – Module II

• KNEC: Diploma in Sales and Marketing – Module II

Topics covered in this unit/subject are as follows:

Topic 1: Introduction to Marketing
Topic 2: Management Marketing Environment
Topic 3: Consumer and Organizational Buyer Behaviour
Topic 4: Market Segmentation Targeting and Positioning
Topic 5: Product Decisions
Topic 6: Pricing Decisions
Topic 7: Distribution Decision
Topic 8: Promotion Decisions
Topic 9: Service Marketing
Topic 10: Emerging trends And Issues In Marketing Management

Introduction

This module unit is intended to equip the trainee with knowledge, skills and attitudes that will enable him/her carry out marketing activities in an organization effectively

General Objectives

At the end of this module unit, the trainee should be able to:

1. recognise the importance of marketing management in the achievement of organizational objectives
2. apply the principles of marketing in making marketing decisions
3. formulate marketing strategies for an organization for the achievement of marketing objectives
4. apply marketing management in its context of both internal and external environment

Topic 1: Introduction to Marketing Management

• Meaning of marketing management
• Marketing concepts
• Importance of customer relationships and customer satisfaction in an organization
• Role of marketing in society
• Tasks performed by marketing managers
• The 8 ps of marketing

Topic 2: Marketing Environment

• Meaning of marketing environment
• Component of marketing environment
• Effects of the environmental factors to the marketing activities of an organization

Topic 3: Consumer and Organizational Buyer Behaviour

• Meaning of consumer markets and organizational markets
• Importance of studying consumer behaviour
• Factors influencing consumer and organizational buying behavior
• Decision making process for consumer and organizational markets for new products
• Role players in decisions process
• Types of buying decision for consumers and organizational markets

Topic 4: Market Segmentation Targeting and Positioning

• Meaning of segmentation targeting and positioning
• Bases of segmenting markets
• Requirement for effective segmentation
• Market targeting strategies
• Product positioning process

Topic 5: Product Decisions

• Meaning of product
• New product development process
• Levels of a product
• Product decisions
• Marketing strategies for the adoption process, product life cycle and adaptor categories
• Causes of new product failure

Topic 6: Pricing Decisions

• Meaning of price
• Price strategies
• Factors affecting price decisions
• Steps involved in the pricing process
• Reaction to price changes

Topic 7: Distribution Decision

• Meaning of distribution
• Types of intermediaries
• Functions of intermediaries
• Role of retailing and wholesaling
• Importance of channel integration and market systems
• Causes of conflict and reasons for cooperation and competition
• Importance of Marketing logistics
• Role of e-commerce in distribution

Topic 8: Promotion Decisions

• Meaning of promotion mix
• Elements of promotion mix

Topic 9: Service Marketing

• Meaning of services
• Characteristics of services
• Elements of service mix
• Marketing strategies used by service firms
• Ways of managing service quality
• Ways of developing brands strategies for services
• Product support services management

Topic 10: Emerging trends And Issues in Marketing Management

• Emerging trends and issues in marketing management
• Challenges posed by the trends and issues in marketing management
• Ways of coping with the challenges posed by the trends and issues in marketing management