Understanding the basics of marketing. The discipline of marketing ; A market orientation ; The marketing mix ; Customer retention strategies ; Marketing and ethics ; Marketing : concept, function or process? ; World-class marketing -- Different types of marketing. Marketing consumer products ; Marketing industrial products ; Marketing service products ; Marketing high-tech products ; Marketing capital goods ; Trade marketing ; Category management ; Relationship marketing ; International and global marketing -- Marketing in the digital age. Internet marketing ; Social media marketing ; Mobile marketing ; Databases for marketing -- Understanding customers. Consumer buying behaviour ; Organizational buying behaviour ; Market segmentation ; International market segmentation -- Understanding markets. Marketing information and research ; Preparing a marketing research brief ; Auditing a market ; Constructing a SWOT ; Competitor analysis ; The Boston matrix ; The directional policy matrix ; The Ansoff matrix -- Managing the marketing mix. Branding ; The product life cycle ; Diffusion of innovation ; Developing new products ; Pricing strategies ; Setting a price ; Sales promotion ; Advertising ; Public relations ; Sponsorship ; Personal selling ; Managing the sales team ; Key account management ; Implementing key account management ; Channel strategy ; Channel management ; Customer service strategies ; Multi-channel integration ; Integrated marketing communication and distribution channels -- Planning and control. Forecasting sales ; Marketing planning ; Barriers to implementing marketing planning systems ; International product planning ; Organizational structure and marketing ; Budgeting for marketing ; Legal issues in marketing ; Marketing due diligence ; Marketing metrics.