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1.2: Learning Outcomes

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    The content, assignments, and assessments for Principles of Marketing are aligned to the following learning outcomes. A full list of course learning outcomes can be viewed here: Principles of Marketing Learning Outcomes.

    Module 1: What Is Marketing?

    Explain what marketing is and how it’s used

    • Define marketing
    • Identify evidence of marketing in everyday life
    • Demonstrate a clear understanding of the marketing concept
    • Describe the role of marketing in building and managing customer relationships
    • Describe how different types of organizations, such as nonprofits, consumer product (B2C) firms and business-to-business (B2B) organizations, use marketing
    • Explain how marketing creates value for the consumer, the company, and society

    Module 2: Marketing Function

    Identify the primary marketing activities of an organization

    • Explain why the customer is the cornerstone of marketing
    • Briefly explain the concepts of segmentation and targeting
    • Describe the marketing mix
    • Explain how organizations use the marketing mix (often called the four Ps) to market to their target customers
    • Explain the role of a marketing plan as a guiding document for marketing activities

    Module 3: Segmentation and Targeting

    Determine market segments and target customers

    • Explain the purpose of segmentation and targeting in marketing
    • Describe common segmentation approaches
    • Explain the process of selecting an appropriate segmentation approach and deciding which customer segments to target for marketing activities
    • Explain how targeting influences each element of the marketing mix

    Module 4: Marketing Strategy

    Determine market segments and target customers

    • Evaluate how marketing strategies align with corporate strategies
    • Explain the inputs and components of a marketing strategy
    • Show how common analytic tools are used to inform the organization’s strategy
    • Give examples of corporate strategies
    • Explain how the development and maintenance of customer relationships are an essential part of an organization’s marketing strategy

    Module 5: Ethics and Social Responsibility

    Apply principles of ethics and social responsibility in marketing

    • Describe the types of ethical and social responsibility issues that marketing must address
    • Explain the laws that regulate marketing
    • Explain how ethical dilemmas in business-to-business marketing differ from those in consumer marketing
    • Outline measures companies take to encourage ethical behavior
    • Explain how demonstrating corporate social responsibility can impact marketing

    Module 6: Marketing Information and Research

    Use marketing information and research to develop marketing strategies for organizations

    • Explain the role of marketing information in helping firms understand and reach consumers
    • Describe the key types of marketing information including internal data, competitive intelligence and marketing research
    • Outline a standard process for using marketing research to address an organization’s strategic questions
    • Recognize alternative methods for conducting marketing research, including primary and secondary research methods
    • Identify major sources of available market data
    • Explain how Customer Relationship Management (CRM) systems can help organizations manage and gain customer insights from marketing information
    • Use marketing information to inform the marketing strategy

    Module 7: Consumer Behavior

    Use information about consumer behavior to inform marketing strategy and tactics

    • Describe the stages of the consumer buying process
    • Explain the different buying processes for low-involvement and high-involvement decisions
    • Describe the major factors that influence consumer purchasing decisions
    • Explain the B2B buying process and key factors influencing B2B purchasing decisions

    Module 8: Positioning

    Create a product or service positioning statement that aligns with a value proposition and a target segment

    • Define positioning and differentiation, and why they are important to marketing a product or service
    • Explain the process of selecting a positioning and differentiation strategy
    • Develop and evaluate positioning statements based on defined criteria
    • Explain repositioning and the associated risks and complexities of repositioning a product or service
    • Describe the process of implementing a positioning strategy

    Module 9: Branding

    Analyze elements of a brand and explain how the brand-building process contributes to the success of products or services

    • Describe the elements of brand and how brands add value to an organization’s products and services
    • Define brand equity and its role in measuring brand strength
    • Explain the how marketers use brand positioning to align marketing activities and build successful brands
    • Explain the importance of name selection in the success of a brand
    • Discuss the role of packaging in the brand-building process
    • Explain key strategies for developing brands including brand ownership, brand and line extensions, co-branding and licensing

    Module 10: Product Marketing

    Make product marketing decisions based on product life cycle and product portfolio structure

    • Explain what a product is and the importance of products in the marketing mix
    • Discuss the product life cycle and its implications for marketing
    • Explain product portfolio management and how it relates to the organization’s marketing strategy and tactics
    • Define the process for creating new products
    • Identify the challenges associated with creating a successful new product

    Module 11: Pricing Strategies

    Use pricing strategies to enhance marketing of products and services

    • Discuss how price affects the value of the organization’s products or services
    • Explain the primary factors to consider in pricing
    • Compare common pricing strategies
    • Explain price elasticity and how it can be used to set price
    • Explain the use of competitive bidding for B2B pricing

    Module 12: Place: Distribution Channels

    Evaluate how to use distribution channels to market an organization’s products and services effectively

    • Explain what channels of distribution are and why organizations use them
    • Explain how channels affect the marketing of products and services
    • Describe types of retailers and explain how they are used as a channel of distribution
    • Explain how integrated supply chain management supports an effective distribution strategy

    Module 13: Promotion: Integrated Marketing Communication (IMC)

    Demonstrate how organizations use integrated marketing communication (IMC) to support their marketing strategies

    • Explain integrated marketing communication (IMC) and its connection to the organization’s marketing strategy
    • Discuss how to develop effective messaging for marketing communications
    • Explain factors to consider when selecting marketing communication methods to execute the strategy
    • Describe common methods of marketing communication, their advantages and disadvantages
    • Explain how IMC tools support the sales process
    • Describe the uses of Customer Relationship Management (CRM) systems for marketing communication purposes
    • Explain common tools and approaches used to measure marketing communication effectiveness
    • Create a marketing campaign and budget using multiple IMC tools to execute a marketing strategy

    Module 14: Marketing Globally

    Identify issues that organizations face and approaches they use when marketing to different countries and cultures

    • Describe globalization and the major benefits and challenges it poses for multinational organizations penetrating global markets
    • Describe common approaches used by organizations to compete successfully on a global scale
    • Explain the importance of understanding how demographic, cultural and institutional factors shape the global marketing environment

    Module 15: Marketing Plan

    Develop a marketing plan

    • Identify the key elements of the marketing plan
    • Present a marketing plan
    • Explain how the marketing plan is used by marketing and the overall organization
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