Subject

Marketing/Principles of Marketing

The ZIM PGD grounding in marketing principles — the marketing mix, segmentation, targeting and positioning, research, consumer behaviour, branding and marketing planning, with ethics and the ZIM Code of Conduct.

What this subject covers

A comprehensive 40-chapter foundation for ZIM post-graduate learners. It moves from the marketing concept and the full marketing mix (product, price, place and promotion) through segmentation, targeting and positioning, marketing research and consumer and organisational buying behaviour. Later chapters cover marketing planning and strategic analysis tools, growth strategy (Ansoff and Porter), managing the marketing function, services and tourism marketing in Zambia, and marketing ethics including the ZIM Code of Conduct, finishing with the case study method used in ZIM examinations.

Lesson topics

Chapter 1: Introduction to Marketing
Chapter 2: The Marketing Mix
Chapter 3: Business Concepts — Production, Product and Sales
Chapter 4: The Marketing and Societal Marketing Concepts
Chapter 5: Implementing the Marketing Concept
Chapter 6: Products: Levels and Classification
Chapter 7: Characteristics of Services
Chapter 8: New Product Development
Chapter 9: Packaging
Chapter 10: Price and Its Importance
Chapter 11: Pricing Decisions and Strategies
Chapter 12: Introduction to Distribution
Chapter 13: Distribution Strategies and Channel Systems
Chapter 14: Introduction to Promotions
Chapter 15: Advertising and Sales Promotion
Chapter 16: Personal Selling, Public Relations and Telemarketing
Chapter 17: Market Segmentation – Individuals and Organisations
Chapter 18: Targeting
Chapter 19: Positioning
Chapter 20: Introduction to Marketing Research
Chapter 21: Primary Research
Chapter 22: Secondary Research
Chapter 23: The Marketing Research Process
Chapter 24: Consumer Behaviour (Individuals and Organisations)
Chapter 25: The Decision-Making Process (DMP)
Chapter 26: Diffusion of Innovation
Chapter 27: Branding
Chapter 28: Customer Service
Chapter 29: Marketing Planning and the Marketing Environment
Chapter 30: Strategic Analysis Tools and Marketing Ethics
Chapter 31: Consumerism, Buyer and Seller Rights and Social Marketing
Chapter 32: Marketing Ethics in Depth and the ZIM Code of Conduct
Chapter 33: Services Marketing in Zambia and Tourism
Chapter 34: Marketing in Different Contexts
Chapter 35: Growth and Competitive Strategy: the Ansoff Matrix and Porter
Chapter 36: Managing the Marketing Function: Systems, Budgets, Control and KPIs
Chapter 37: Sales Management, Direct Marketing and Agency Relationships
Chapter 38: Wholesaling, Retailing and Physical Distribution
Chapter 39: Product Lines, the Extended PLC, Marketing Information and Buyer Models
Chapter 40: The Case Study Method

CPD advantage: Completing this subject may qualify for Continuous Professional Development (CPD) points with your professional body — check with them for recognition.

Fees

Course fee K900.00

Assessment fee Not applicable — no assessment

Total amount to pay K900.00

Save K2,000.00 by bundling

Pay K2,500.00 for all 6 subjects in ZIM Marketing PGD instead of K4,500.00 — assessment fees included, no extra payment. View the programme.

40 lesson topics

No assessment at present. This subject is currently study-only: you get the full lessons, but there is no assessment to take, so it doesn't lead to a certificate for now.

Remember: you must apply for a minimum of 2 subjects in total.

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