Marketing Management Certification

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

Literature

We recommend the following literature:

  • 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.

You must sign in or register to access certification program.

Topics to be covered

The same as in the previous Level PLUS

  • Brands and Brand Management
  • Customer-Based Brand Equity and Brand Positioning
  • Brand Resonance and the Brand Value Chain
  • Choosing Brand Elements to Build Brand Equity
  • Designing Marketing Programs to Build Brand Equity

AND questions based on experience

Literature

We recommend the following literature:

  • Marketing Management (any edition) by Philip T. Kotler (and co-authors)
  • Strategic Brand Management: Building, Measuring, and Managing Brand Equity by Kevin Lane Keller

Please, note that you do not have to buy or use these books. 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.

You must sign in or register to access certification program.

Topics to be covered

The same as in the previous Levels PLUS

  • Integrating Marketing Communications to Build Brand Equity
  • Leveraging Secondary Brand Associations to Build Brand Equity
  • Developing a Brand Equity Measurement and Management System

AND questions based on experience

Literature

We recommend the following literature:

  • Marketing Management (any edition) by Philip T. Kotler (and co-authors)
  • Strategic Brand Management: Building, Measuring, and Managing Brand Equity by Kevin Lane Keller

Please, note that you do not have to buy or use these books. 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.

You must sign in or register to access certification program.

Topics to be covered

The same as in the previous Levels PLUS

  • Measuring Sources of Brand Equity: Capturing Customer Mind-Set
  • Measuring Outcomes of Brand Equity: Capturing Market Performance
  • Designing and Implementing Branding Architecture Strategies

AND questions based on experience

Literature

We recommend the following literature:

  • Marketing Management (any edition) by Philip T. Kotler (and co-authors)
  • Strategic Brand Management: Building, Measuring, and Managing Brand Equity by Kevin Lane Keller

Please, note that you do not have to buy or use these books. 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.

You must sign in or register to access certification program.

Topics to be covered

The same as in the previous Levels PLUS

  • Introducing and Naming New Products and Brand Extensions
  • Managing Brands Over Time
  • Managing Brands Over Geographic Boundaries and Market Segments

AND questions based on experience

Literature

We recommend the following literature:

  • Marketing Management (any edition) by Philip T. Kotler (and co-authors)
  • Strategic Brand Management: Building, Measuring, and Managing Brand Equity by Kevin Lane Keller

Please, note that you do not have to buy or use these books. 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.

You must sign in or register to access certification program.