This programme provides students with the necessary knowledge and skills to become competent business managers and specialists in the field of marketing. Students acquire the skills necessary to be able to conduct research and to analyze and interpret data to obtain insights that allow them to identify and effectively satisfy consumer needs and demands for products and /or services.
Students are also equipped with the knowledge to develop marketing strategies that identifies and guides the optimal delivery of customer value and are taught to effectively use both traditional and digital marketing communications platforms to effectively reach customers and convey their product and / or services offerings value.
While attempting to ensure that a sound theoretical foundation is laid, use id also made of both practical examples in the learning situation as well as providing students with the opportunity to gain practical experiences through industry projects which form part of the module content.
Program Aims
The aims of the programme are as follows.
- To develop an understanding of different domains of knowledge and a range of prospectives in the study of marketing communiactions and advertising in both domestic and international contexts.
- To provide an in depth and intellectually challenging study of advertising and marketing communications, whilst encouraging independent judgment and awareness.
- To enhance the learner’s intellectual and transferable skills especially those relevant to the communication industry, including critical, individual and team skills.
To appreciate new emerging developments within the advertising and marketing communications domain.
Awards Graduate Qualification
- Graduate Certificate in Marketing Management
- Graduate Diploma in Marketing Management
Awards Designation Qualification
- Certified Marketing Professional (CMP)
- Certified Marketing Manager (CMM)
- Certified Marketing Director (CMD)
Awards are conferred in accordance with the GABM General and Academic Regulations for Students and the GABM Postgraduate Programme Assessment, Progression and Award Regulations.
Graduate Certificate in
Marketing Management
Indian Rupees
Indian Nationals
12,999/-
US Dollars
International
Students
200$
Complete Learning Pack
4-6 Months Access
Graduate Diploma in
Marketing Management
Indian Rupees
Indian Nationals
14,999/-
US Dollars
International
Students
250$
Complete Learning Pack
4-6 Months Access
Graduate Professional in
Marketing Management
Indian Rupees
Indian Nationals
14,999/-
US Dollars
International
Students
250$
Complete Learning Pack
4-6 Months Access
Certified Manager in
Marketing Management
Indian Rupees
Indian Nationals
18,999/-
US Dollars
International
Students
300$
Complete Learning Pack
4-6 Months Access
Certified Director in
Marketing Management
Indian Rupees
Indian Nationals
24,999/-
US Dollars
International
Students
350$
Complete Learning Pack
4-6 Months Access
Entry Requirements
Entrants to this programme are normally required to have attained the following.
- Applicants should either have at least Secondary school or entry to bachelor degree for
Graduate certificate - Students who have completed bachelor degree / fresher or final year students can apply for
Graduate diploma. - Students who have completed bachelor degree / fresher or final year students can apply for
professional certificate. - Bachelor degree with 2 years’ experience for Managerial certificate.
- Bachelor degree with 2 years’ experience for Managerial certificate.
- Bachelor degree with 5 years’ experience for Director Certificate.
- A good honors degree or equivalent in a relevant subject or and work experience in relevant
management or other related field.
Career Prospect
This well-respected program will enhance your marketing career prospects. As a graduate, you’ll benefit from GABM Global academy of business and management excellent reputation in the business community when you are ready to look for employment.Our Marketing management programme will equip with important management expertise and core marketing knowledge in order to prepare you for such role as ,
- Brand management
- Account planning
- Market researcher
- Media planning
- Marketing consulting
- Public relations
- Digital marketing
- Sales
- Customer service
- Relationship management
- Advertising
- Media planning
Who Should Attend
- Middle and senior marketing managers, brand managers, senior marketing planners and strategists, strategic communication leads – who aim to advance, developing into advocates for loading change.
- Marketing directors aiming to establish advanced applicable knowledge of all aspects of marketing management.
- Middle managers – for commercial related functions (business development, sales, customer service experience) who are planning career shift or want to advance their marketing knowledge.
Learning and Training Methods
The Marketing management programme uses a number of different assessment techniques that will allow you to demonstrate your understanding of concepts and issues covered. These may be broadly categorized as ‘coursework’ which may be in the form of individual or group assignments, practical problem-solving exercises and presentations.
It should be emphasized that the purpose of assessment is not only grade you, and provide information to facilitate management of the course, but also to provide feedback to you. In this manage it accordingly. You should keep all the returned assessment work in a file as you may have to submit this at the end of the programme for the academy to assess. Individual model leaders will distribute information on the methods of assessment used, and their weighing at the start of each module.
Programme Curriculam MAP
|
Module / Description |
Graduate Certificate |
Graduate Diploma |
Certified Marketing Professional |
Certified Marketing Manager |
Certified Marketing Director |
|---|---|---|---|---|---|
| Defining marketing for the new realities |  |
|
|
|
|
| Developing marketing strategies and plans | |
|
|
|
|
| Creating long-term loyalty relationships |  |
|
|
|
|
| Capturing marketing insights | |
|
|
|
|
| Conducting Marketing research | |
|
|
|
|
| Connecting with customers | |
|
|
|
|
| Analyzing business markets | |
|
|
|
|
| Tapping into Global Markets | |
|
|
|
|
| Identifying market segment and targets | |
|
|
|
|
| Crafting the branding position | |
|
|
|
|
| Creating Brand Equity | |
|
|
|
|
| Addressing competition and driving growth | |
|
|
|
|
| Setting product strategy | |
|
|
|
|
| Designing and managing services | |
|
|
|
|
| Introducing new market offerings | |
|
|
|
|
| Developing pricing strategic and programs | |
|
|
|
|
| Managing mass communication: advertising, sales, promotions, events and experiences and public relation | |
|
|
|
|
| Managing digital communications: online, social media and mobile. | |
|
|
|
|
| Assignments | |
|
|
|
|
| Project Report-100 Points | |
|
|
|
|
| Credit Points |
200 |
260 |
360 |
380 |
380 |
Modules
- The value of marketing
- Marketing decision making
- Winning marketing
- The scope of marketing
- What is marketing
- What is marketed
- Who markets
- Core marketing concepts
- Needs, wants and demands
- Target markets, positioning and segmentation
- Offerings and brands
- Marketing channels
- Paid, owned and earned media
- Impressions and engagement
- Value and satisfaction
- Supply chains
- Competition
- Marketing environment
- The new marketing realities
- Technology
- Globalization
- Social responsibility/li>
- Company orientation towards the marketplace
- The production concept
- The product concept
- The selling concept
- The marketing concept
- The holistic marketig concept
- Updating the four Ps
- Marketing and customer value
- Marketing and customer value
- The value chain
- Core competencies
- The central role of strategic planning
- Corporate and decision strategic planning
- Defining the corporate mission
- Establishing strategic business units
- Assigning resources to each strategic business unit
- Assessing growth opportunities
- Organization and organizational culture
- Marketing innovation
- Business unit strategic planning
- The business mission
- SWOT analysis
- Goal formulation
- Program formulation and implementation
- Feedback and control
- The nature of contents of a marketing plan
- Marketing plan criteria
- The role of research
- The role of relationships
- From marketing plan to marketing action
- Building customer values, satisfaction and loyalty
- Customer perceived value
- Total customer satisfaction
- Monitoring satisfaction
- Product and service quality
- Maximizing customer lifetime value
- Customer profitability
- Measuring customer lifetime value
- Attracting and retaining customers
- The statement of financial position (balance sheet)
- Building loyalty
- Brand communities
- Win-backs
- Cultivating customer relationships
- Customer relationship management
- Collecting information and forecasting demand
- Components of a modern marketing information system
- Internal records
- The order to payment cycle
- Sales information systems
- Database, data warehousing and data mining
- Marketing intelligence
- The marketing intelligence system
- Collecting marketing intelligence on the internet
- Communicating and acting on marketing intelligence
- Analyzing the macro environment
- Needs and trends
- Identify the major for us
- The demographic environment
- The economic environment
- The sociocultural environment
- The natural environment
- The technological environment
- The political and legal environment
- Forecasting and demand measurement
- The measures of market demand
- Capturing market research
- The scope of marketing research
- Importance of marketing research
- Who does marketing research
- Overcoming barriers to the use of marketing research
- The marketing research process
- Step 1 – define the problem, the decision alternatives, and the research objectives
- Step 2 – develop the research plan
- Step 3 – collect the information
- Step 4 – Analyze the information
- Step 5 – Present the findings
- Step 6 – make the decision
- Measuring marketing productivity
- Marketing metrics
- Marketing mix modeling
- Marketing dashboards
- What influences consumer behavior
- Cultural factors
- Social factors
- Personal factors
- Key psychological processes
- Motivation
- Perception
- Marketing
- Learning
- Emotions
- Memory
- The Buying decision process : the 5 stage Model
- Problem recognition
- Information search
- Evaluation of alternatives
- Purchase decision
- Post purchase behavior
- Moderating effects on consumer decision making
- Behavioral decision theory and behavioral economics
- Decision heuristics
- Training
- What is organizational buying
- The business market versus the consumer market
- Buying situations
- Participating in the business buying process
- The buying center
- Buying center influences
- Targeting firms and buying centers
- The purchasing / procurement process
- Stages in the buying process
- Problem recognition
- General need description and product specification
- Supplier research
- Proposal solicitation
- Supplier selection
- Order routine specification
- Performance review
- Developing effective business to business marketing programs
- Communication and branding activities
- System buying and selling
- Competing on a global basis
- Deciding whether to go abroad
- Deciding which markets to enter
- How many markets to enter
- Evaluating potential markets
- Succeeding in developing markets
- Deciding how to enter the market
- Indirect and direct export
- Licensing
- Joint ventures
- Direct investment
- Acquisition
- Deciding on the marketing program
- Global similarities and differences
- Marketing adaption
- Global product strategies
- Global communication strategies
- Global pricing strategies
- Global distribution strategies
- Country and origin effects
- Building country images
- Consumer perceptions of country and origin
- Bases of segmenting consumer markets
- Geographic segmentation
- Demographic segmentation
- Psychographic segmentation
- Behavioral segmentation
- How should business markets be segmented?
- Market targeting
- Effective segmentation criteria
- Evaluating and selecting market segments
- Developing a brand positioning
- Understand positioning and value propositions
- Choosing a competitive frame of reference
- Identify potential points-of-difference
- Points-of-parity
- Choosing specific pop’s and pod’s
- Brand mantras
- Establishing a brand positioning
- Alternative approaches to positioning
- Brand narratives and story telling
- Cultural branding
- Positioning and branding for a small business
- How does branding work?
- The role of brands
- The scope of branding
- Defining brand equity
- Brand equity models
- Building brand equity
- Designing holistic marketing activities
- Leveraging secondary associations
- Internal branding
- Measuring brand equity
- Managing brand equity
- Brand reinforcement
- Brand revitalization
- Devising a branding strategy
- Branding decisions
- Brand portfolios
- Brand extensions
- Customer equity
- Growth
- Growth strategies
- Growing the core
- Competitive strategies for market leaders/li>
- Expanding total market demand
- Protecting market share
- Increasing market share
- Other competitive strategies
- Market challenger strategies
- Market follower strategies
- Market Nicher strategies
- Product life cycle marketing strategies
- Product life cycles
- Style, fashion, and fad life cycles
- Market strategies – introduction stage and the pioneer advantage
- Understanding double jeopardy
- Marketing strategies – Growth stage
- Marketing strategies – Maturity stage
- Marketing strategies – Decline stage
- Evidence for the product life cycle concept
- Critique of the product life cycle concept
- Market evolution
- Product characteristics and classification
- Product levels : the customer – value hierarchy
- Product classifications
- Differentiation
- Product differentiation
- Services differentiation
- Design
- Design leaders
- Power of design
- Approaches to design
- Luxury products
- Characteristics luxury brands
- Growing luxury brands
- Marketing luxury brands
- Environmental issues
- Product and brand relationship
- The product hierarchy
- Product systems and mixes
- Product live length
- Product mix pricing
- Co-branding and ingredient branding
- Packaging, labeling, warranties and guarantees
- The nature of services
- Service industries are everywhere
- Categories of service mix
- Distinctive characteristics of services
- The new services realities
- A shifting customer relationship
- Achieving excellence in services marketing
- Marketing excellence
- Technology and service delivery
- Best practices of trp service companies
- Differentiating services
- Managing service quality
- Managing customer expectations
- Managing product support services
- Identifying and satisfying customer needs
- Post sale service strategy
- New product options
- Make or buy
- Types of new products
- Challenges in new product development
- The innovation imperative
- New product success
- New product failure
- Organizational arrangements
- Budgeting for new product development
- Managing the development process – ideas
- Generating ideas
- Using idea screening
- Managing the development process: concept to strategy
- Concept development and testing
- Marketing strategy development
- Business analysis
- Managing the development process : development to commercialization
- The consumer adoption process
- Stages in the adoption process
- Factors influencing the adoption process
- Understanding pricing
- Pricing in a digital world
- The changing pricing environment
- How companies price
- Consumer phycology and pricing
- Setting the price
- Step – 1 selecting the pricing objective
- Step – 2 determining demand
- Step -3 estimating costs
- Step – 4 analyzing competitors cost price and offers
- Step – 5 selecting a pricing method
- Step 6 selecting a final price
- Adapting the price
- Geographical pricing ( cash, counter trade , barter)
- Price discounts and allowances
- Promotional pricing
- Differentiated pricing
- Initiating and responding to price changes
- Initiating price cuts
- Initiating price increases
- Anticipating competitive responses
- Responding to competitors price changes
- Developing and managing an advertising program
- Setting the advertising objectives
- Deciding on the advertising budget
- Developing the advertising campaign
- Choosing media
- Evaluating advertising effectiveness
- Sales promotions
- Advertising versus promotion
- Major decisions
- Events and experiences
- Events objectives
- Major sponsorship decisions
- Creating experiences
- Public relations
- Marketing public relations
- Major decisions in marketing PR
- Online marketing
- Advantages and disadvantages of online marketing
- Communication
- Online marketing communications options
- Social media
- Social media platforms
- Using social media
- Word of mouth
- Forms of word of mouth
- Creating word of mouth buzz
- Measuring the effects of word of mouth
- Mobile marketing
- The scope of mobile marketing
- Developing effective mobile marketing programs
- Mobile marketing across markets
Program Structure
| Module Code | Module | Core/Elective | Credit Points |
|---|---|---|---|
| MM-101 | Defining marketing for the new realities | Core | 20 |
| MM-102 | Developing marketing strategies and plans | Core | 20 |
| MM-103 | Creating long-term loyalty relationships | Elective | 20 |
| MM-104 | Capturing marketing insights | Core | 20 |
| MM-105 | Conducting Marketing research | Core | 20 |
| MM-106 | Connecting with customers | Core | 20 |
| MM-107 | Analyzing business markets | Core | 20 |
| MM-108 | Tapping into Global Markets | Elective | 20 |
| MM-109 | Identifying market segment and targets | Elective | 20 |
| MM-110 | Crafting the branding position | Elective | 20 |
| MM-111 | Creating Brand Equity | Elective | 20 |
| MM-112 | Addressing competition and driving growth | Core | 20 |
| MM-113 | Setting product strategy | Elective | 20 |
| MM-114 | Designing and managing services | Core | 20 |
| MM-115 | Introducing new market offerings | Core | 20 |
| MM-116 | Developing pricing strategic and programs | Elective | 20 |
| MM-117 | Managing mass communication: advertising, sales, promotions, events and experiences and public relation | Core | 20 |
| MM-118 | Managing digital communications: online, social media and mobile. | Core | 20 |
| Distinctive features of the Programme | |||
|
|||
Assessment Pattern
The GABM global academy consists of variety of assessment modes.
- Assessed assignments ( in essay , report, problem, case studies or short question format)
- Written examination papers.
- Project report submission.
The exact combination of assessment varies from programme to programme and from module to module.
| Programme | Assessment pattern | Credit Points |
|---|---|---|
| Graduate certificate in Marketing Management |
1 Assignment | 200 |
| Graduate Diploma in Marketing Management |
2 Assignment | 260 |
| Certified Marketing Professional(CMP) |
3 Assignment | 360 |
| Certified Marketing Manager(CMM) |
3 Assignments with project report | 400 |
| Certified Marketing Director(CMD) |
3 Assignments with project report | 400 |
Note: Assignments and patterns are subject to change without notice; candidates are required to contact office of executive education and professional certification of the academy for respective programme before start of the course.
