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NQF level: |
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| Module presented in |
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| Purpose: Content:
The nature of relationship marketing
Building customer relationships
Customer service
Employees and internal marketing
The marketing process and its role in the business environment
The marketing concept and relationship marketing
The composition and functioning of the marketing environment
The micro-environment
The market environment
The macro-environment
Conducting a SWOT analysis
Market segmentation
Issues in segmentation
Market targeting and product positioning
Product positioning
The marketing information system (MIS)
Marketing research
What are products and services?
Product decisions
Developing new products
The product life cycle
Composition and functioning of the distribution channel
Classification of the channel participants
The communication process
Marketing
Advertising
Sales promotion
Personal selling
Direct marketing
Public relations and sponsorships
Pricing and the interaction with the other marketing instruments
Identifying the pricing constraints and objectives
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