- •Marketing Communication Model.
- •The Concept of Integrated Marketing Communications
- •Channels of Distribution. Criteria for channel’s selection.
- •Trade Intermediaries, their role in the marketing channels strategy.
- •5. Personal Selling, its role in the marketing communications
- •6. Process of Advertising Campaign Planning
- •7. Direct Marketing Methods
- •8. Observation method in marketing research
- •9. Experiments in Marketing Research
- •10. Qualitative marketing research, its types and goals
- •11. Quantitative marketing research. Comparative analysis of surveys methods
- •12. The sequence and content of Marketing Planning Stages
- •13. The technique of swot analysis, its implementation
- •14. Marketing budget and control in marketing planning
- •15. The surveys in marketing research. Types and Use
- •16. Questionnaire development. Types of Questions and questions sequence.
- •17. Development and implementation of focus-groups. Peculiarities of qualitative data analysis and interpretation
- •18. Sampling in marketing research. Types of samples procedures. Sample size estimation.
- •19. Panel’s research. Evaluation of market share of products on the basic of panels research results
- •20. Marketing Information System (main blocks). Its importance for the organization
- •21. The Logic of marketing research process
- •22. Factors, influencing consumer behavior. Model “Stimulus – Reaction”
- •23. Couplend’s classification of products.
- •24. Kotler’s Multi-attribute model of Product
- •25. The goals and main tools of Advertising and pr- campaigns. Methods of Advertising campaigns effectiveness evaluation
- •26. Relationship marketing. Consumer loyalty development. Partner relationships
- •27. Branding policy. Methods of Brand equity estimations
- •28. Main stages of New Product Development. Methods of laboratory and natural experiments for product testing
- •29. Marketing strategy and tactics. Linking corporate and functional strategies.
- •30. Marketing mix. The contents and priorities in marketing tools selections
- •31. Marketing pricing policy. Demand-oriented, costs-oriented, competitive-oriented pricing strategies
- •32. Profit and value equations and their role in marketing pricing policy
- •33. Market segmentation. Criteria of target segment selection. Market positioning.
- •34. Demand: level and structure. Methods of demand evaluation.
- •35. Methods of attitudes measurement. Osgud scale, Likert scale.
- •36. Product Life cycle (plc). Different marketing aims and tools on the different stages of plc
- •37. The process of Consumer Purchase decision. Cognitive dissonance, and Marketing strategy for its minimization
- •38. Marketing matrix (bcg, Ansof’s, Porter’s competitive matrix)
- •39. Personal selling. Methods of personal selling effectiveness evaluation
- •40. Sales promotions. Target audience. Main tools of sales promotions. Pro and cons of Sales promotions
- •Pr and their role in the overall marketing strategy.
- •Organization of marketing function within management structure. Marketing specialists job descriptions.
- •International marketing. Main peculiarities of marketing strategies on the international markets
- •Scanning of the international marketing environment
- •Entry modes in the international marketing, comparative analysis
- •Adaptation vs. Standardization strategies for international firms
- •Peculiarities of b2b marketing. Specifics of markets, products and main participants.
- •Peculiarities of marketing of services.
- •Peculiarities of electronic commerce and e-marketing
- •The role of marketing in the financial institutions
- •Information and computer systems and programs and their role in marketing analysis
- •Marketing audit. Main stages and goals
- •Pull and push strategies in marketing channels development.
- •Description of flows in different marketing flows
- •Theory of conflicts in marketing channels.
- •New marketing paradigms and the future of the marketing tools
- •Main indicators of marketing channels effectiveness
- •Market capacity and market share equations.
Organization of marketing function within management structure. Marketing specialists job descriptions.
The most common form of marketing organization consists of functional specialists reporting to a marketing vice president, who coordinates their activities. Specialists are:
Advertising manager - Director of a firm's advertising program. Determines media, copy, size of budget, advertising frequency, and the choice of an advertising agency.
Sales manager -Supervisor of the sales force, responsible for recruitment, selection, training, motivation, evaluation, compensation and control.
Market research manager-Person who develops the research project supervisor methodology, evaluates the accuracy of different sample sizes, analyzes data, and assesses statistical errors.
Marketing manager - Executive who plans, directs, and controls (vice-president of the entire marketing functions of the marketing) company. The manager (vice president) oversees all marketing decisions and personnel.
Product-or brand- management organization
Companies producing a variety of products and brands often establish a product- (or brand-) management organization. The product management org. does not replace the functional org., but serves as another layer of management. Product and brand manager have these tasks:
Developing a large-range and competitive strategy for the product
Preparing an annual marketing plan and sales forecast
Working with advertising and merchandising agencies to develop copy, programs, and campaigns
Stimulating support of the product among the sales force and distributors
Gathering continuous intelligence on the product’s performance, customer and dealer attitude, and new problems and opportunities.
The marketer’s basic skill lies in influencing the level, timing, and composition of demand for a product, service, organization, place, person, or idea.
International marketing. Main peculiarities of marketing strategies on the international markets
International marketing (IM) or global marketing refers to marketing carried out by companies overseas or across national borderlines. An international firm engages in trade and marketing in different countries as an extension of the marketing strategy in its home country. A multinational firm views the world as consisting of unique parts and markets each part differently. Multinationals use the multidomestic marketing strategy, which means that they have as many different product variations, brand names and advertising programs as countries in which they do business. A transnational firm views the world as the one market and emphasizes cultural similarities across countries or universal consumer needs and wants more than differences. They employ a global market strategy – the practice of standardizing marketing activities when there are cultural similarities and adapting them when cultures differ.
Scanning of the international marketing environment
Environmental scanning is a process of gathering, analyzing, and dispensing information for tactical or strategic purposes. The environmental scanning process entails obtaining both factual and subjective information on the business environments in which a company is operating or considering entering.
There are three ways of scanning the business environment:
• Ad-hoc scanning - Short term
• Regular scanning
• Continuous scanning (also called continuous learning)
Environmental scanning usually refers just to the macro environment, but it can also include industry, competitor analysis, marketing research (consumer analysis), new product development (product innovations) or the company's internal environment.
Macro environmental scanning involves analyzing economy, government, legal, technology, ecology socio-cultural, potential suppliers, stakeholders.