Marketing Mix Strategy

4 Modules 6 weeks 2 Assignments
Up to 20 verified hours contribute towards CPD Points



$USD200.00 incl. VAT
60% deposit payment available.

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About this course

Here’s what’s included in this course:

Product – we explore the product development process and how by adding features and characteristics to products, we can make products more attractive to consumers. When managing a product strategy, marketers must determine the product lines and product mixes and manage each product through various stages of the product life cycle. Products also need to be branded, to create a unique name and image in the consumer’s mind.

Place – also known as distribution, this P involves ensuring that the product or service is easily available to the consumer through various distribution channels.

Promotion – the marketer needs to inform and convince consumers to buy the products and services that have been developed for them. Various marketing communication mix elements can be used including advertising, sales promotion, personal selling, publicity and PR, direct marketing and digital marketing.

Price – the marketer must set a price that the consumer will pay for the product or service. Pricing decisions are influenced by a range of factors such as the costs to make the product, transport and warehousing and the perceived value of the product in the eyes of the consumer. The aim for the marketer is to set prices that are attractive to the consumer while generating adequate revenue and profit for the organisation.

People, Process, Physical Evidence and Partnerships – these additional 4P’s have been added to address the service elements of the digital marketing environment.

By the end of this course you will know how to drive action through a well thought out marketing plan.




What you will learn:

Product and Distribution Management

  • Classifying Products and Product Levels
  • Product Strategy, Lifecycle and New Product Development
  • Functions of Distribution Channels, Intensity of Market Coverage and Types of Intermediaries
  • Structures of Distribution


Marketing Communications Strategy and Media Planning

  • The Role of Marketing Communication and the Marketing Communication Mix
  • Integrated Marketing Communications
  • Media Classification and Planning
  • Setting Up Social Media Channels (Facebook, Instagram, LinkedIn, YouTube, Twitter)


Pricing, People, Process and Physical Evidence

  • Key Issues in Pricing Strategy
  • Setting the Price
  • Pricing Tactics
  • Adoption of Technology and Online Revenue Models


Marketing Process

  • The Nature of Strategic Planning and the Marketing Planning Process
  • Developing a Marketing Plan: Mission, Situational Analysis, Segmentation, Target Market, Setting Objectives, Marketing Mix, Internal Marketing Strategy, Implementation, Evaluation and Control

Where this course could take you:

Here are some career opportunities this short course will help you work towards:
  • Marketing Manager
  • Marketing Director
  • Product Manager
  • Brand Manager
  • Innovations Manager

To sign up for this course:

What our students have to say

about IMM Graduate School’s Online Short Courses

Lee-Roy W

This was probably one of the most-informative courses I have ever done. The notes are so detailed and precise, it made studying for my assessments so much easier. GREAT COURSE!!!!

Runitha H

Excellent course. Easy to read and navigate the site. The additional reading was also helpful. Christa is very helpful on the admin side.

Lesego L

I enjoyed this course and I am hoping what I have learned here will help me grow as an individual and help me contribute to me organization. Christa was a great help and motivation, she knew just what to say and it kept me motivated.

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