Marketing Management Fundamentals
A practical professional programme focused on marketing management fundamentals, designed to strengthen commercial capability, customer value and market performance.
- Type
- Professional
- Level
- Intermediate
- Duration
- 5 days
- Delivery
- In person, Live online, In-house
- Languages
- English, Arabic
Marketing Management Fundamentals provides a practical foundation in the principles, processes and decisions that underpin effective marketing management.
The programme examines customer and market orientation, segmentation, targeting, positioning, the marketing mix, customer value, marketing planning and performance measurement.
Participants learn how to connect market insight with coherent marketing decisions that support organisational objectives and sustainable customer relationships.
Objectives
Understand the core principles and responsibilities of marketing management.
Analyse markets, customers and competitive conditions.
Apply segmentation, targeting and positioning principles.
Develop coherent marketing-mix decisions.
Measure and improve marketing performance.
Learning outcomes
Explain the role of marketing within organisational strategy.
Analyse customer needs and market opportunities.
Develop appropriate segmentation and targeting approaches.
Construct a coherent marketing mix for a defined offering.
Use relevant indicators to evaluate marketing performance.
Who it is for
Marketing professionals and coordinators.
New and aspiring marketing managers.
Product and service managers.
Business-development professionals.
Managers seeking a practical understanding of marketing management.
Programme modules
1. Marketing Management Foundations
The role of marketing
Customer and market orientation
Marketing management process
Marketing and organisational objectives
2. Understanding Markets and Customers
Customer needs and behaviour
Market analysis
Competitor analysis
Marketing information
3. Segmentation, Targeting and Positioning
Market segmentation
Target-market selection
Positioning
Differentiation
4. The Marketing Mix
Product and service decisions
Pricing
Channels
Promotion and communication
5. Customer Value and Relationships
Customer value
Customer satisfaction
Relationship marketing
Retention and loyalty
6. Marketing Planning and Performance
Marketing objectives
Marketing plans
Implementation
Marketing metrics and control
Methodology
The programme combines marketing frameworks, market and customer analysis exercises, practical examples and planning cases. Participants apply fundamental marketing concepts to realistic organisational and market situations.
Assessment
Assessment includes marketing-analysis exercises and a final applied task requiring participants to develop a concise marketing approach for a defined product, service or organisational context.
Certificate
Certificate of Completion
For your organisation
This programme can be delivered for a single organisation, team or institution, and adapted to your context, participants and objectives.
Organisational delivery is scoped and priced individually, and is not booked from this page.
Upcoming sessions
No dates are scheduled at present.
Institutional needs addressed
Related expertise
Related capabilities
Training & Professional Development
Structured professional learning that develops practical, role-relevant knowledge and capability.