(Podcast) Marketing Management I

Episode 5 discusses the concept and importance of a marketing information system in assisting marketing managers to select and plan effective marketing management. Besides discussing all the components of the marketing information system, this topic also explains the marketing research process and method of estimating potential market and real market.

Episode 4 invites you to identify and understand the formative process of strategic marketing planning. Through this topic, you will be exposed to the concept of strategic marketing management, beginning with identifying a business venture and ending with the measures needed to control and evaluate the implementation of marketing activities. Marketing plan, which is the main strategic planning method in marketing management, will also be discussed.

Episode 1 provides a detailed scenario of marketing, an efficient and effective marketing management process and the challenges faced by organisations in enhancing competitiveness and sustainability in the new era. You will also be exposed to strategies and tactics resulting from the development of new technology such as advertisements in the mass media and communication with users through websites.

Episode 2 focuses on marketing adaptation in the new economy. Some major drivers of the new economy which will be discussed are digitalisation and networking, elimination and reuse of distribution medium, customisation and customerisation as well as industrial focus. The topic also discusses beliefs and old business practices and changes in marketing practice such as the introduction of e-commerce, websites and customer relationship marketing (CRM).

Episode 3 illustrates the need to create an efficient and effective marketing management process to maximise customer satisfaction through high quality and value offers which lead to consumer retention. The success of directly retaining customers will help the organisation to survive in the market and compete in the long run.