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Course Contents at a Glance

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    47869
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    The following list shows the module-level topics and assignments for the course. To see all of the course pages, visit the Table of Contents.

    Module 1: What Is Marketing?

    • Marketing Defined
    • Marketing in Action
    • The Marketing Concept
    • Marketing and Customer Relationships
    • How Organizations Use Marketing
    • Value of Marketing

    Module 2: Marketing Function

    • Importance of Customer
    • Segmentation and Targeting Introduction
    • Communicating the Value Proposition
    • Evaluating Value Proposition Examples
    • Marketing Mix
    • Using the Marketing Mix
    • Role of Marketing Plan

    Module 3: Segmentation and Targeting

    • Segmentation and Targeting Rationale
    • Common Segmentation Approaches
    • Segmentation Decisions
    • Targeting and Marketing Mix

    Module 4: Marketing Strategy

    • Evaluate Alignment of Marketing Strategies
    • Marketing Strategy Mechanics
    • Strategic Planning Tools
    • Examples of Corporate Strategies
    • Customer Relationships

    Module 5: Ethics and Social Responsibility

    • Ethical Marketing Issues
    • Regulatory Laws
    • B2B and B2C Marketer Ethical Dilemmas
    • Ensuring Ethical Marketing and Sales
    • Social Responsibility Marketing Impact

    Module 6: Marketing Information and Research

    • Importance of Marketing Information
    • Types of Marketing Information
    • The Marketing Research Process
    • Marketing Research Techniques
    • Marketing Data Sources
    • Customer Relationship Management (CRM) Systems
    • Using Marketing Information

    Module 7: Consumer Behavior

    • Buying Process Stages
    • Low-Involvement vs. High-Involvement Decisions
    • Factors Influencing Consumer Decisions
    • B2B Purchasing Decisions

    Module 8: Positioning

    • Defining Positioning and Differentiation
    • The Positioning Process
    • Developing Positioning Statements
    • Repositioning
    • Implementing Positioning Strategy

    Module 9: Branding

    • Elements of Brand
    • Brand Equity
    • Brand Positioning and Alignment
    • Name Selection
    • Packaging
    • Brand Development Strategies

    Module 10: Product Marketing

    • Products and Marketing Mix
    • Product Life Cycle
    • Product Portfolio Management
    • New Product Development Process
    • Challenges for New Products

    Module 11: Pricing Strategies

    • Pricing Impact on Value of Products or Services
    • Pricing Considerations
    • Common Pricing Strategies
    • Price Elasticity
    • Competitive Bidding

    Module 12: Place: Distribution Channels

    • Using Channels of Distribution
    • Managing Distribution Channels
    • Retailers As Channels of Distribution
    • Integrated Supply Chain Management and the Distribution Strategy

    Module 13: Promotion: Integrated Marketing Communication (IMC)

    • Integrated Marketing Communication (IMC) Definition
    • Defining the Message
    • Determining IMC Objectives and Approach
    • Marketing Communication Methods
    • Using IMC in the Sales Process
    • Customer Relationship Management (CRM) Systems and IMC
    • Measuring Marketing Communication Effectiveness
    • Developing a Marketing Campaign and Budget

    Module 14: Marketing Globally

    • Globalization Benefits and Challenges
    • Approaches to Global Competition
    • Factors Shaping the Global Marketing Environment

    Module 15: Marketing Plan

    • Elements of the Marketing Plan
    • Presenting the Marketing Plan
    • The Marketing Plan in Action

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