Core Marketing Principles: Strategy & Application

Core Marketing Concepts and Strategies

Overall Competency:

Analyze the market and determine applications according to organizational needs to fully meet consumer expectations. This is based on expertise acquired in the classroom combined with field exercises scheduled for this purpose, demonstrating responsibility and professional ethics.

Unit 1: Nature and Concepts of Marketing

Competition:

Identify the origins, applications, and importance of marketing to recognize organizational challenges by analyzing key concepts, thereby promoting corporate responsibility in executing this function.

Content:

• Origin of marketing.
• Marketing concept.
• Marketing basics.
• The needs as a central concept of marketing.
• Philosophies of marketing.
• Application of marketing.
• Marketing Management.

Unit 2: Marketing Information Systems

Competition:

Discuss the importance of marketing information systems, utilizing standard techniques to design proposals that aid in decision-making.

Content:

• Importance of an information system.
• Components of an information system.
• Implementation of an information system.
• Identification of information needs.
• Development and analysis of information.
• Research sources.
• Market research.
• Sales research.
• Supplier research.

Unit 3: Market Segmentation Strategies

Competition:

Analyze market segmentation to classify different market groups using segmentation methods with professionalism.

Content:

• Nature and importance of market segmentation.
• Bases for segmentation.
• Segmentation methods.
• Segmentation strategies.
• Segmentation of consumer and business markets.
• International market segmentation.

Unit 4: Consumer Buying Behavior

Competition:

Distinguish the factors influencing consumer behavior by studying variables and the purchase decision process to build a consumer behavior model, demonstrating flexibility to adapt to change.

Content:

• Definition of consumer behavior.
• The actors involved in consumer behavior.
• Purchase decision process.
• The variables in consumer behavior.
• Behavior of industrial buyers.

Unit 5: The Marketing Mix (4Ps)

Competition:

Develop strategies for launching new products by evaluating each element of the marketing mix, enabling the organization to implement its own strategies with responsibility and ethics.

Content:

• Concept and characteristics.
• Product.
• Price.
• Place (distribution).
• Promotion and advertising.

Unit 6: Analyzing the Marketing Environment

Competition:

Design a plan for assessing market opportunities by analyzing different environments to promote creativity and initiative in identifying areas of opportunity.

Content:

• The marketing environment concept.
• Analysis of micro and macro-environmental forces.
• Analysis of the competition.
• PEST and SWOT Analyses.