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Associate Professional in Marketing Management

Last updated: 30/09/2019

Topics to be covered

  • Defining Marketing for the 21st Century
  • Developing Marketing Strategies and Plans
  • Gathering Information and Scanning the Environment
  • Conducting Marketing Research and Forecasting Demand
  • Creating Customer Value, Satisfaction, and Loyalty
  • Analyzing Consumer Markets
  • Analyzing Business Markets
  • Identifying Market Segments and Targets
  • Creating Brand Equity
  • Crafting the Brand Positioning
  • Dealing with Competition
  • Setting Product Strategy
  • Designing and Managing Services
  • Developing Pricing Strategies and Programs
  • Designing and Managing Integrated Marketing Channels
  • Managing Retailing, Wholesaling, and Logistics
  • Designing and Managing Integrated Marketing Communications
  • Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
  • Managing Personal Communications: Direct and Interactive Marketing and Personal Selling
  • Introducing New Market Offerings
  • Tapping into Global Markets
  • Managing a Holistic Marketing Organization

Certification Program Materials

We recommend the following literature: 1) Marketing Management (any edition) by Philip T. Kotler (and co-authors). Please, note that you do not have to buy or use this book. You can get any book(s) from any university and any author. It is only important that all required topics be covered. We encourage you to explore literature and read as many books as you can.

Certification Program Content