MNM2601 Marketing Management

CONTENTS: Introduction The Enterprise and the Environment Marketing Defined from a Micro and a Macro Perspective The Marketing Environment The Micro Environment The Market Environment The Macro Environment Profit and Non-profit Organisations Environmental Scanning and Forecasting

LEARNING OUTCOMES On completion of this study unit you should be able to: Explain what is meant by the term "target marketing" Suggest factors that should be considered when selecting a target market Explain the concept of product positioning Discuss the positioning process Describe the positioning methods that marketers can pursue in practice

LEARNING OBJECTIVES After completing this study unit you should be able to: Explain the importance of information to the company and its understanding of the market place. Outline the steps in the marketing research process.

Learning outcomes: After completing this study unit you should be able to: Demonstrate an understanding of all the activities involved in integrated marketing

LEARNING OUTCOMES Learners should be able to: Explain the composition and functioning of the marketing environment Illustrate the effect of the microenvironment on an organisation Illustrate the effect of the market environment on an organisation Illustrate the effect of the macro-environment of an organisation Conduct a SWOT analysis for an organisation

LEARNING OUTCOMES Learners should be able to: Explain the information needed by marketing management in order to make effective decisions. Explain the components of a marketing information system and the interaction between these components. Illustrate the use of marketing research Explain the meaning of market potential sales forecasting and the methods to carry these out

LEARNING OUTCOMES: After studying this unit you will be able to explain:  Orientation to markets  Production orientation  Sales orientation  Marketing orientation (pure marketing concept)  Societal marketing orientation  Relationship marketing

LEARNING OUTCOMES After studying this unit you should be able to identify the following: Market potential and sales forecasting Market and sales potential Market and sales forecasting

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