With this short course, you’ll be given the fundamental building blocks of marketing, including a broad understanding of the process of marketing, the environment in which it operates and factors influencing customer behaviour. You’ll discover how consumers are segmented and targeted, how products and services are positioned to appeal to specific consumers and how products and services can be crafted to offer an organisation a competitive advantage. You’ll also get a firm grasp on the key elements that make up a marketing plan and how to develop and implement a marketing plan effectively. At the IMM Graduate School, we’ve discovered that the stronger and deeper your educational foundation, the higher you can build. This short course will give you the rock-solid base you need to reach the highest heights you can in pursuing your career as a marketer. Onwards and upwards!

• The marketing concept, process and environment
• The importance and process of market research
• The concept and process of strategic marketing planning
• Key elements of a marketing plan
• Developing a marketing plan for a product or service
• Consumer behaviour and its influencing forces
• How consumers are segmented and targeted
• How to position products or services to appeal to specific consumers
• Craft products or services for competitive advantage
• The role, processes, influencing factors and objectives of products, services, price and distribution in the marketing mix
• The marketing communications process and decision-making
• How Integrated Marketing Communication (IMC) can develop the optimal marketing communication mix for an organisation
• The advertising process