Basic Service Marketing Management

Sesi 1 : Understanding Marketing Management

1. Defining Marketing for the 24th Century
• Core Marketing Concepts
• Updeting the four Ps
2. Developing Marketing Strategies and Plans
• The Velue Delivery Process
• SWOT Analysis
• Sample Marketing Plan : Pegasus Sports International
Sesi 2 : Capturing Marketing Insight
1. Collecting information and forecasting demand
• Analyzing the Macroenvironment
2. Conducting Marketing Research
• The Marketing Research System
• The Marketing Research Process
Sesi 3 : Connecting With Customer
1. Creating Long-term loyalty Relationship
• Building Customer Value, Statisfaction, and Loyalty
• Customer Database and Database Marketing
2. Analyzing Consumer Markets
• What Influences Consumer Behavior ?
3. Analyzing Business Markets
• Participant in the Business Buying Process
4. Identyfing Market Segments ang Targets
Sesi 4 : Building Strong Brands
1. Creating brand equity
• What Is Brand Equity?
• Managing Brand Equity
2. Crafting the brand positioning
• Developing and Establishing a Brand Positioning
3. Competitive Dynamic
• Product Life-Cycle Marketing Strategies
Sesi 5 : Shaping The Market Offering
1. Setting Product Strategy
• Product Chracteristic and Classification
2. Designing and Managing Services
3. Developing Pricing Strategies and Programs