Module 12

Exam Workshop

Exam / Next steps

Module 11

Brand

Brand equity / Brand management / Brand health / Commodification

Module 10

Integrated Marketing Communication

The S curve / Profitability matrix / Price setting / Elasticity

Module 9

Pricing

Price thermometer / Four levels of profitability / Volume vs Value / Danger of discount

Module 8

Distribution

Direct and indirect / Channel conflict / Retail price maintenance / Omni-channel

Module 7

Product Development

Product diversification / NPS / Usability testing / Co-branding

Module 6

Marketing Strategy

What is strategy? / Strategy vs tactics / Zero-based budgeting / Leadership

Module 5

Positioning

Brand position / Articulation / Disruptive execution / Perceptual maps

Module 4

Targeting

Strategic decisions / Mass marketing / Target segment portraits / Targeting criteria

Module 3

Segmentation

Market mapping / Demographics / Firmographics / Behavioural