Marketing Management

The Marketing Management process is one of the four Integrated Product Development processes. This course introduces marketing management processes and provides frameworks and tools for the participants to obtain market insights, conduct market segmentation and portfolio analysis.

Through theoretical knowledge and practical applications, participants will gain the skills to develop and execute successful marketing research, segmentation and portfolio analysis. This course prepares the participants to formulate business strategies, product line roadmaps and business planning and chartering.

• Clarify business unit mission Perform Industry environment

• Analysis with PESTLE and Industry competitive environment 5 Forces model

• Analyze competition with SWOT

• Perform market and internal analysis

• Categorize and apply bases of segmentation Develop a 4-stage 7-step plan for segmentation

• Conduct Strategic Positioning Analysis (SPAN) for each market segment

• Conduct APPEAL analysis from the customers’ perspective.

Module 1 — Market Insight
Participants will clarify their business unit's mission and apply PESTLE and Porter's 5 Forces frameworks to analyze the industry environment, uncovering the external forces shaping their market.

Module 2 — Define Market Segment
Participants will apply SWOT and internal/market analysis to categorize segmentation bases, then build a 4-stage, 7-step plan to identify and define the most viable market segments.

Module 3 — Perform Portfolio Analysis
Participants will conduct a Strategic Positioning Analysis (SPAN) across market segments to evaluate portfolio strength and prioritize where to focus resources and investment.

Module 4 — Develop Business & Product Plan
Participants will apply APPEAL analysis from the customer's perspective to translate strategic insights into an actionable business and product plan aligned with market opportunity.

Duration:
3-day | 21-Hour

Mode of Delivery:
Face to Face

Methodology:
Instructor-led, Theory, Case Studies, Hands-on Activities

Target Audience:
This programme is designed for marketing executives, product managers, and business unit leaders responsible for shaping market strategy, as well as sales and business development professionals who need a sharper understanding of market dynamics to identify opportunities and position their offerings effectively. It also suits high-potential talent being groomed for strategic marketing or general management roles, where the ability to analyze markets and translate insight into a concrete business and product plan is critical to driving growth.