Course on Professional Business: Marketing Management

In a fast-paced and constantly evolving marketplace, marketing management has become a vital pillar for organizational success and continuity. It is no longer sufficient to rely on traditional advertising or product promotion; today’s business landscape requires structured, professional, and strategic marketing practices rooted in real market insight and customer behavior.
Geneva Institute of Business Administration presents the course “Professional Business: Marketing Management” to equip participants with comprehensive tools and frameworks for mastering modern marketing management. This program enables marketing professionals, business leaders, and entrepreneurs to build, implement, and evaluate strategic marketing plans that align with business goals and generate measurable results.

Target Group

• Executive managers and department heads in marketing and business development.

• Brand, product, and service managers in public and private organizations.

• PR and digital media professionals seeking to align communications with strategic marketing.

• Entrepreneurs and business owners aiming to establish a competitive market presence.

• Field marketers and marketing analysts looking to upgrade their knowledge and performance.

• Sales and promotion professionals seeking deeper understanding of the marketing function.

• Recent graduates or professionals shifting into marketing roles and looking to build a solid foundation.

Objectives

• Understand the strategic role of marketing management in driving growth and competitiveness.

• Equip participants with the skills to analyze markets, identify customer needs, and uncover marketing opportunities.

• Enable participants to build integrated marketing plans that align with organizational resources and objectives.

• Develop capabilities in product design, pricing strategy, and distribution management.

• Strengthen skills in communication, promotional messaging, and customer targeting across multiple channels.

• Master the principles of brand management and institutional identity building over time.

• Introduce tools for evaluating marketing performance and measuring campaign outcomes.

• Encourage creative and analytical thinking in both traditional and digital marketing strategies.

Course Outline

• Fundamentals of Marketing Management

  • Definition of marketing and its role in organizational structures

  • Components of the traditional and extended marketing mix

  • Distinction between operational and strategic marketing

  • Product life cycle and its impact on marketing planning

• Market Analysis and Consumer Behavior

  • Methods for collecting data and analyzing market trends

  • Customer segmentation and identifying target audiences

  • Psychological and social factors influencing buying behavior

  • Analytical models for interpreting customer preferences

• Developing Effective Marketing Strategies

  • Crafting a marketing vision and setting brand objectives

  • Identifying competitive strengths and creating added value

  • Selecting appropriate market positioning approaches

  • Aligning budget and resources with strategic priorities

• Product, Pricing, and Distribution Management

  • Managing the product life cycle and market adaptation

  • Key considerations in pricing decisions and models

  • Choosing the right distribution channels

  • Connecting supply chain efficiency with marketing effectiveness

• Promotional Planning and Messaging

  • Designing integrated marketing campaigns (IMC)

  • Selecting advertising tools based on target audience behavior

  • Crafting impactful and creative promotional messages

  • Role of direct marketing in building customer relationships

• Corporate Identity and Brand Management

  • Elements of visual and verbal brand identity

  • Stages of building a successful brand

  • Maintaining consistency in brand perception

  • Strategies for rebranding and repositioning

• Digital and Traditional Marketing Integration

  • Comparing and combining traditional and digital marketing tools

  • Using digital platforms for engagement and conversion

  • Email, content, and paid media marketing strategies

  • Measuring the effectiveness of digital vs. offline efforts

• Marketing Performance Evaluation

  • Key Performance Indicators (KPIs) in marketing

  • Quantitative and qualitative methods for campaign assessment

  • Analyzing marketing ROI and resource allocation

  • Continuous improvement based on data-driven insights