RANSFORD

The Ransford's MBA mini in Marketing management has broad objectives:

• Introduce you to marketing discipline, its nature, scope and sub- divisions, as well as the validity or otherwise of the claim of marketing to the status of a management science.

• Equip you with core concepts marketing such as needs, wants and demand as well as company orientation towards the marketplace, including the important place they occupy in the practice of marketing.

• Examine the nature and importance of marketing strategies, customer insights, market segmentation, and development of marketing plan to achieve organizational objectives.

• Expose you to the knowledge of Marketing mix, the controllable variables in the hands of marketers

• Enable you to understand how marketing creates value for customers, organization and societal.

• Appreciate the concept of brand management, brand positioning, and marketing communication

• Understand integrated distribution and marketing at global markets and more.

This course is post experience program that aims at delivering advanced professional knowledge and skills necessary for efficient and effective marketing management.   Successful completion of the program will lead to award of MBA mini in Marketing management to highlight the knowledge gained. Modules include:

MODULE 1:

INTRODUCTION TO MARKETING

In this module, we lay foundation for the study by reviewing of concepts, tools, frameworks and issues in the practice of marketing. This module is designed to help understand the definition, importance and and scope of marketing fundamental concepts, how marketing management has changed and tasks necessary for successful marketing management, as follows:

1. Introduction to marketing

2. Definition of marketing

3. History of marketing

4. importance of marketing

5. Scope of marketing

6. Core marketing concepts

7. The new marketing realities

8. Companies orientation towards the marketplace

9. Marketing right or wrong

10. Marketing management tasks

MODULE 2:

MARKETING STRATEGIES AND PLANS

Key ingredients to marketing process are insightful, creative marketing strategies ad plans that can guide marketing activities. Developing the right marketing strategies overtime with blend of flexibility.  This module begins with some of the strategic marketing implications in creating customer value. You will learn several perspectives on planning, how to draw up a formal marketing plan, how marketing affects customer value strategic planning carried out at different levels of organization and what does marketing plan include.

In this module, we shall consider:

1. What is a strategy?

2. What is plan?

3. Marketing and customer value

4. Corporate and divisional strategic planning

5. Business unit strategic planning

6. Creating innovative organization

7. How to perform SWOT analysis

8. Marketing plan criteria

9. The nature and contents of marketing plan

MODULE 3:

MARKETING ENVIRONMENT

 Developing and implementing marketing plan requires a number of decisions. Making decisions is both an art and a science. To provide insight into and inspiration to marketing decisions making, marketers must possess comprehensive up to information about macro-trends, aas well as as about micro effects particular to their business.

In this module, you will learn the following:

1. What's marketing information?

2. Components of the modern information system

3. Internal records and marketing intelligence

4. Analyzing the marketing environment

5. Analyzing trends shaping the business landscape

6. The demographic environment

7. The Economic environment

8. The Socio-cultural environment

9. The Natural environment

10. The Technological environment

11. The Political-legal environment

12. The Epidemic environment

MODULE 4:

MARKETING RESEARCH SYSTEM

Good marketers want insights to help them interpret performances as well as plan future activities. They need timely, accurate, and actionable information about consumers, competition and their brands.  The also need to make best possible tactical decisions in the short run and strategic decisions in the long run. Discovering insights and understanding its marketing implications can often leads to a successful product launch or spur the growth of a brand. 

In this module you learn the following:

1. Marketing research defined

2. The marketing research systems

3. The marketing research processes

4. Conducting informative focus group

5. Conducting Ethnographic research

6. Market survey, enumeration and census

7. Maximum differential analysis

8. Conducting Conjoint analysis

9. Piloting and prototyping

10. Brain science

11. Question development

12. Collecting information

13. Analyzing information

14. Presenting the findings

15. Making the decisions

16. Measuring marketing productivity

17. Forecast and Demand measurement

18. Barrier to marketing research

MODULE 5:

CUSTOMER VALUE, SATISFACTION & LOYALTY

Today organizations face toughest competition ever. And the cornerstone of well-conceived marketing orientation is strong customer relationships. Marketers must connect with customers, informing, engaging, energizing, meeting and exceeding their expectations in the process of business.

In this module, you will learn the following:

1. what is customer value

2. Customer satisfaction define

3. Customer loyalty defined

4. Building customer value

5. Creating customer satisfaction

6. Creating customer loyalty

7. Monitoring customer satisfactions

8. Maximizing lifetime value

9. Cultivating customer relationship

10. Creating Customer Database

11. Marketing from customer data base

MODULE 6:

CONSUMER MARKET ANALYSIS

The aim of marketing is to meet and satisfy target customers’ needs and wants better, in ways that improve their lives. Successful marketing requires that organizations fully connect with their customers. That means that understanding customers by gaining 360 degree view of their daily lives and the change that occur during their lifetimes is paramount so that products and services can be designed to match their ever changing needs and wants.

In this module you will learn the following:

1. What's consumer behavior?

2. factors that influences consumer behavior

3. Key psychological processes in behaving

4. stages of consumer buying processes

5. Theories of consumer decision marketing

MODULE 7:

BUSINESS MARKET ANALYSIS

Business organizations do not only sell but also buy vast quantities of raw materials, manufactured components, plant and equipment, supplies and business services. Marketers need to understand these organizations’ needs, resources, policies and buying procedures.

In this module you will learn the following

1. What is business market?

2. what is organizational buying

3. Participant in the business buying process

4. Purchasing/ procurement processes

5. Developing compelling customer value proposition

6. Maximizing customer references

7. Establishing corporate trust and credibility

8. Stages in business buying process

9. Managing business to business customer relationship

10. Institution and government markets

MODULE 8:

MARKET SEGMENTATION

Business cannot connect to all customers in large, broad or diverse market. But they divide such markets into groups of consumers or segments with distinct needs and wants. Marketers need to identify which segment to serve effectively. But this requires keen understand of consumer behaviour and strategic thinking.

In this course you will learn the following:

1. What is market segmentation

2. Brief history of market segmentation

3. Levels of market segmentation

4. Levels of market segmentation

5. The long tail strategy

6. Bases for segmenting consumer markets

7. Bases for segmenting Business markets

8. Market targeting

9. Marketing to psychographics

MODULE 9:

BUILDING BRAND EQUITY

At the heart of a successful product or service, is a great brand backed by careful planning, a great deal of long term commitment and creatively designed and executed marketing.  A strong brand commands intense customer loyalty. And marketers in the 21st century must excel in successful strategic brand management.

In this module, you will learn:

1. what is a brand

2. what is branding

3. Brief history of branding

4. Creating brand equity

5. Personal branding

6. Building brand equity

7. measuring brand equity

8. The brand value chain

9. managing brand equity

10. Devising branding strategy

11. Creating customer equity

12. Twenty-first century branding

MODULE 10:

BRAND POSITIONING

Making a product or service is not much hard but how to position them to drive buyers is challenging. no company can win going forward if its products and services resemble other products and offering. As part of strategic brand management process, each offering must represent a compelling, distinctive big idea in the mind of the target market.

In this module, you will learn:

1. what is a brand positioning

2. Positioning as service

3. Developing and communicating positioning strategy

4. Writing brand positioning statement

5. Differentiation strategies

6. How to drive fresh insights to differentiate products

7. Product Life-cycle marketing strategies

8. Category marketing strategies

9. How to build a breakaway brand

MODULE 11:

COMPETITIVE STRATEGIES

Building brand requires keen understanding of competitors, and competition grows more intense every year. New competition is coming from all directions - from global competitors eager to grow sales in new markets; from online competitor seeking cost-efficient ways to expand distribution; from private label and store brands designed to provide low price alternatives, and from brand extension from from strong mega brands leveraging their strengths to move into new categories. This require creative design and well executive marketing to deal with competition.

In this module you will learn:

1. what is competition

2. What is competitive strategy?

3. Key competitive forces

4. Identifying competitors

5. Blue ocean strategy

6. Bench-marking to improve

7. Competitive strategies for market leaders

8. Market challenger strategy

9. market follower strategy

10. Delivering more for less

11. Making smaller better

12. Niche specialist role

13. Balancing customer and competitor orientation

MODULE 12:

PRODUCT STRATEGIES

At a heart of a great brand is a great product. Product is a key element in the market offering. Marketers must offer products and services of superior quality that provides unsurpassed customer value.

In this module, you will   learn:

1. what is a product?

2. scope of products?

3. Product characteristics and classifications

4. Creating meta-markets and meta-mediaries

5. Product differentiation

6. Product and brand relationship

7. managing ingredient branding

8. Packaging

9. Labeling

10. warranties and guaranties

11. How to create products?

MODULE 13:

MANAGING SERVICES

As organizations find it harder and harder to differentiate their physical products,  they turn to service differentiation, whether it mean on-time-delivery, better and faster answering of enquiry or quicker resolution of complaints. Service organizations do the same. Marketers need to understand features of service and they meant to customers they seek to serve.

In this program you will learn:

1. what is a service?

2. The nature of service

3. Service characteristic and classifications

4. Marketing strategy for service firms

5. Recommendations for improving service qualities

6. Managing service quality

7. Expectation in service quality perception

8. Assessing E-service quality

9. Developing customer interface system

10. Managing service brands

11. Managing product supports services

12. How to create service products

MODULE 14:

PRICING STRATEGIES

Price is one element of marketing mix that produces revenue; the other produces cost. Price is the easiest element of marketing mix to adjust. Price communicated the intended value of a product or service features. A well designed and marketed product commands a price premium and reap big profits.

In this module, you will learn the following:

1. Understanding pricing

2. The relevance of free

3. Setting the price

4. Stealth price increase

5. Adapting the price

6. Initiating and responding to price changes

7. How to fight low cost rivals

8. Cheap vs expensive

9. How create pricing

MODULE 15:

INTEGRATED MARKETING CHANNELS

Successful value creation needs successful value delivery. Marketers today must build and manage a continous evolving and increasing complex channel system and value network.

In this module, you will learn:

1. What is integrated marketing channel

2. Marketing channels and value network

3. The role of marketing channels

4. Channel design decisions

5. Lesson from Car-max transforming Auto business

6. Channel management decisions

7. Channel integrations and systems

8. The Channel stewardship

9. Channel shopping checklist

10. Channel conflict, cooperation and competition

11. E-commerce marketing practices

12. Mobile commerce channel

MODULE 16:

RETAILING, WHOLESALING & LOGISTICS 

Retailers, wholesalers and logistic organizations require forging their own marketing strategies. They can reap the benefits like any other organizations.

In this module you will learn:

1. Retailing

2. Helping stores to sell

3. Private label decisions

4. Competing against store brands

5. Wholesaling

6. Market logistics

MODULE 17:

INTEGRATED MARKETING COMMUNICATION

Modern marketing calls for developing a good product, pricing it attractively, and making it accessible. But companies must communicate with present and potential stakeholders and the general public. Do right, marketing communication has a huge  pay off.

In this module, you will learn what marketing communication can do for company. The module includes the following:

1. What is integrated marketing communication?

2. The role of marketing communication

3. Developing effective communication

4. Celebrity endorsement as a strategy

5. Deciding on marketing communication mix

6. Lesson from Ocean spray

7. Managing the integrated marketing communication process

MODULE 18:

MASS COMMUNICATION

There has been an enormous increase in the use of personal communications by marketers in recent years, due to rapid penetration of internet and other other factors. Mass media, if used used correctly, can dramatically improves the fortune of a brand or company.

In this program, you will  learn:

1. What is mass communication?

2. The role of mass communication

3. Developing and managing an advertising program

4. Deciding on media and measuring effectiveness

5. Print ad evaluation criteria

6. Playing games with brands

7. Sales promotion

8. Events and experience

9. Public relation

10. Managing a brand crisis

11. Experiential marketing

12. Lesson from virgin Group

MODULE 19.1:

PERSONAL COMMUNICATION

Today marketing communication increasingly occur as a kind of personal dialogue between the company and it's customers. Companies must ask not only, "how would we reach our customer?"  but also "how can our customers reach us?" and even " how can our customers reach each other?".  Technological advances allows people and companies to communicate to each other through the internet and chats etc. Consumers now plays participatory role in marketing process.

In this module, you will learn:

1. What is personal communication

2. The role of personal communication

3. Direct marketing

4. Interactive marketing

5. Lesson from yahoo!

6. How to segment tech users

7. Word of mouth marketing

8. How to start a buzz fire

9. Managing sales force

10. Principles of personal selling

 MODULE 19.2:

SOCIAL MEDIA MARKETING

Today marketing communication increasingly occur as a kind of personal dialogue between the company. But social and instant media has taken over.  In this module, we consider:

1. What is social media

2. Social media marketing defined

3. Importance of social media marketing

4. Designing social media messages

5. Facebook marketing

6. Instagram marketing

7. LinkedIn Marketing

8. Twitter marketing

9. Snap chat marketing

 MODULE 20:

NEW PRODUCT DEVELOPMENT

Companies need to grow their revenue overtime by developing new products and services and expanding into new markets. New products shapes the companies future. Improved or replacement products or services can maintain or build sales. New-to- the world products can transform industries and companies and change lives.

In this program, you will learn:

1. Introducing new products

2. What is a new product?

3. New product options

4. Challenges in new product development

5. Organizational arrangement

6. Managing the development process

7. Ten ways to find great new product ideas

8. P&G connect to develop approach to innovation

9. Seven ways to draw new product ideas from your customers

10. How to run run brainstorming session for new products

11. Product concept development strategy

12. Product development to commercialization

13. Lesson from Apple

14. The consumer adoption process

MODULE 21:

INTERNATIONAL & GLOBAL MARKETING

With faster communication, transportation and financial flow, the world is rapidly shrinking.  Product and services developed in one country are finding enthusiastic acceptance in others. A Pakistan business man can wear an Italian suit meat a German friend in African restaurant, who later returns home to drink Russian Vodka and watch Indian movie on a Korean TV. Companies are going multi-cultural. Marketers need to cross boundaries within and outside their countries.

In this module, you will learn:

1. What is international marketing

2. Competing in global markets

3. Deciding whether to go abroad

4. Deciding which markets to enter

5. Analysis of key developing markets

6. Deciding how to enter the markets

7. Deciding on the marketing program

8. The ten commandment of global branding

9. Managing gray market and counterfeit products

10. Country-of-origin effects

11. Deciding on marketing organization

MODULE 22:

Managing marketing organization & Corporate Social Responsibility

Healthy long term marketing for brand growth requires the marketing organizations be properly managed.  Marketers must engaged in host of carefully plan, interconnected marketing activities and satisfy increasingly broader set of constituents. They must consider wider range of effects of their actions, from corporate social responsibility to sustainability and others.

In this module, you will learn:

1. What is marketing organization

2. Trends in marketing practice

3. Internal marketing

4. The truly customer driven marketing organizations

5. Function of a marketing CEO

6. Fueling strategic innovation

7. Social responsible marketing

8. Lesson from starbucks

9. New views on corporate social responsibility

10. Marketing implementation

11. Marketing evaluation & control

12. Major marketing weaknesses

13. The future of marketing