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CIPS Professional Stage - Elective Subjects
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To
provide an appreciation of the marketing concept, and to examine the place of
marketing in the business and its contribution to strategic objectives in
consumer and
The Marketing Concept
Definitions of marketing.
Applying the marketing concept to domestic and international markets.
Relationship between marketing and other functions, particularly purchasing and
supply.
Business orientations e.g. market, production, product or selling.
Relationship marketing.
The Marketing Environment
Political, social, legal, economic and social influences.
Technological influences and ecommerce developments.
Comparisons of the various types of market in terms of determinants of demand,
buying behaviour, buying influences, decision making units.
Profit and non-profit making organisations.
Market Segmentation
Benefits of effective segmentation.
Bases for market segmentation in various types of markets.
Product positioning and differentiation.
Marketing research processes.
Primary and secondary sources of information.
Techniques used for data collection.
The purpose of sampling.
Test marketing.
Product Policy
Product planning, innovation, generation and assessment of ideas.
New product range and market segmentation/diversification.
Product life cycle concept.
Consideration of branding and packaging requirements.
Characteristics of services marketing.
Pricing Decisions
Price and elasticity of demand.
Pricing objectives.
Pricing new products and established products.
Pricing formulae and tendering.
Distribution
Systems
Identification of channels of distribution.
Channel selection strategy
Selection, appointment and control of agents and
distributors.
The role of direct marketing.
Physical distribution management, geographic, demographic, cost considerations, post-sales service arrangements, implementing user guarantees.
Sales
Function
The role and organisation of the sales force.
Identification of sales prospects.
Territory planning and controls.
Identification of the decision making unit.
Evaluation of performance.
Motivation, training and control of the sales force.
Promotion
The role and elements of the promotional mix.
Media selection.
Arrangement of promotional activity (above and below the line).
Sales promotion techniques.
Public relations and projection of corporate image.
The role of the internet in promotion.
International Marketing
Trends in international trade.
Appraising the international marketing environment.
Main considerations when selecting overseas markets.
International marketing strategy and market investment.
International product management.
International communications, sales promotions and public relations.
Pricing considerations in international marketing.
Selection of distribution channels.
Control of overseas marketing operations.
Policy Planning and Implementation
Formulation of marketing strategy.
Co-ordination with corporate strategy.
Integration of marketing mix elements to achieve objectives.
Marketing plans as a basis for business operations
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