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Marketing Management

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• Description: So, now you're a marketing manager. What are the expectations you and others have of this position? What skills do you need? How do you put together a marketing team? How do you lead that team to success? How can you tell if you're doing a good job? In this course you'll look at marketing management from top to bottom--starting from the basic skills you need as a marketing manager, through creating a multifunctional marketing team, positioning the company for success, and setting up systems to see how you're doing. You'll also learn to avoid common mistakes made by marketing managers and how to help the entire company focus on the marketing process.
• Target audience: New marketing, product or brand managers, or those with some experience who want to review expectations for and skills of the position.
• Estimated Duration: 4
• Lesson Objectives: Analyzing and Planning for Success
  • recognize the importance of analysis and planning for the marketing manager.
  • match the tasks of a marketing manager with the skills needed for the task.
  • choose structures for organizing a marketing team given a scenario.
  • identify effective mission statements.
  • choose position statements that reflect mission statements.
  Leading the Marketing Team
  • recognize the importance of the four steps of team building for creating a marketing team.
  • identify reasons that communication breakdowns may occur in the marketing process.
  • identify the management and leadership concepts important for the marketing manager.
  • match the four steps of trust-building with situations requiring these steps.
  • identify the appropriate coaching method for different situations.
  Laying the Groundwork for Implementation
  • recognize the value of the planning process needed to implement the marketing plan.
  • identify missing steps in the implementation process.
  • identify the important components of the process for managing salespeople.
  • choose reasons technology is important to the marketing manager.
  Controlling, Monitoring, and Evaluating for Results
  • recognize the value of setting up control systems to monitor marketing data and evaluate marketing results.
  • identify the characteristics of control points necessary to monitor data on the success of the marketing plan.
  • sequence the steps for creating a control system.
  • match situations requiring evaluation with appropriate evaluation methods.
  • identify four macro changes that have had an impact on marketing.

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