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Course description

Marketing Management:

This course details about: New Proposition Development and Innovation; Price and Customer Value Decisions; Configuring the Marketing Communications Mix; Digital and Social Media Marketing; Branding Decisions.

Upon completion of this marketing manager training course, you will be able to understand: Different levels of a proposition; Various types of product propositions and particular concepts relating to the management of products, including the product lifecycle; The relationship between product and service offerings and the product-service spectrum; Processes and issues associated with innovating new propositions; How new propositions are adopted by markets; The concept of price elasticity of demand; Price, and its relationship with costs, quality,and value; How customers perceive price; Pricing strategies and how to price new offerings; Cost-, competitor-, demand-, and value-oriented approaches to pricing; How pricing operates in the business-to-business setting; The role and configuration of the marketing communications mix; Characteristics of each of the primary tools, messages, and media; Criteria that should be used to select the right communications mix; The changing marketing communications landscape; Principles and issues associated with integrated marketing communications; Digital marketing and social media marketing; How digitisation is transforming marketing practice; Key techniques in digital marketing and social media marketing; How practitioners measure the effectiveness of social media marketing; Crowdsourcing and how it can be harnessed for marketing; Characteristics and principal types of brands and branding; Ways in which brands work through associations and personalities; How branding has evolved, utilising relational, and co-creation perspectives; How brands can be built; Principal issues associated with branding in services, B2B, internal, and global contexts; Issues and activities associated with brand equity and why branding is important to marketing messages.

Additional entry requirements

This course is for: Chief Communications Officers; Marketing and communications directors, managers, executives and staff.

Course reference: MPRS101B (use this when contacting provider)

Course info
Start Date: Mon 30th September 2019
JUNE 2019
Sun Mon Tue Wed Thu Fri Sat
Sun Mon Tue Wed Thu Fri Sat


W6 0NB


1 week


Full time


Certificate of Attendance


Beginner IntermediateAdvanced

From: £2,625

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