Management Trainee (Marketing) study plan

Define the marketing mix (4Ps/7Ps) and the STP process in your own words, then map each element to two real product categories you know well (e.g. smartphones, breakfast cereal).

Explain the difference between needs, wants and demand, and classify five purchase decisions you made personally in the last month using that framework.

Build a one-page glossary of core consumer behaviour terms (motivation, perception, learning, attitude, reference group, evoked set) with a one-sentence definition and one example each.

Diagnose two contrasting purchase situations (a habitual grocery buy vs. a high-involvement laptop buy) using the five-stage buyer decision process, noting where each stage collapses or lengthens.

Compare Maslow's hierarchy, Herzberg's two-factor theory and the multi-attribute attitude model, and state one concrete marketing implication of each.

Analyse how culture, social class, reference groups and family roles shape a single purchase (e.g. a family holiday), and identify which influence dominates.

Distinguish business-to-business buying behaviour from consumer buying behaviour across at least four dimensions (buying centre, order size, rationality, relationship length).

Work through 20 practice questions on segmentation, targeting and positioning, and log every wrong answer with the reason it was wrong.

Distinguish primary vs. secondary research and qualitative vs. quantitative methods, then select the right method for three plausible business questions.

Design a 10-question survey for a new product launch, applying rules on question wording, ordering and scale design (avoiding leading and double-barrelled items).

Explain sampling concepts - population, sample frame, random vs. quota sampling, sample size and margin of error - and state how each affects reliability.

Interpret a data table containing percentages, index values and averages, and write three findings that a marketing manager could act on.

Calculate and interpret percentage change, market share, penetration, index numbers and weighted averages from raw figures without a calculator error.

Complete 30 timed numerical reasoning items (ratios, percentages, data tables) in 30 minutes and review every error.

Identify common distortions in charts and survey reporting (truncated axes, base-size neglect, misleading averages) in three sample exhibits you construct yourself.

Practise verbal reasoning: read three short business passages and answer true/false/cannot-say items, justifying each answer with the exact line of text.

Define brand equity using a recognised model (e.g. Keller's CBBE or Aaker's dimensions) and apply it to assess two brands you use, identifying one strength and one weakness each.

Explain the product life cycle and the Ansoff matrix, then place three real product launches on both frameworks and justify the placement.

Map the digital channel landscape (owned, earned, paid) and describe the role of SEO, content, email, display and affiliate in a funnel.

Compare social media platforms by audience, format and funnel stage, and recommend a platform mix for a stated campaign objective with reasons.

Compute core digital metrics - CTR, CPC, CPM, conversion rate, CPA, ROAS - from given figures and explain what each reveals about campaign health.

Outline the IMC planning process: situation analysis, objectives, audience, message, channel mix, budget, timeline and measurement.

Write SMART campaign objectives and match each to a measurement method, distinguishing awareness, consideration and conversion metrics.

Draft a message strategy and creative brief for one campaign, including proposition, reasons to believe, tone and mandatories.

Explain the difference between push and pull channel strategies and evaluate the trade-offs of direct vs. indirect distribution for one product.

Describe a CRM lifecycle (acquisition, retention, development, win-back) and calculate a simple customer lifetime value from given retention and margin figures.

Read a profit-and-loss extract and identify which marketing spend is above vs. below the gross margin line, and compute contribution margin.

Interpret break-even volume and payback period for a marketing investment, and state the decision each would support.

Practise situational judgement items by ranking responses on stakeholder impact, data use and commercial outcome, and write the reasoning for your top choice.

Complete a full timed mock exam under exam conditions and score each domain separately.

Re-teach your three weakest domains from memory onto blank paper, then check against your notes and close the gaps.

Consolidate all error logs into a one-page 'last 24 hours' revision sheet of formulas, frameworks and definitions.