Course Contents at a Glance
- Page ID
- 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
Contributors and Attributions
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- Course Contents at a Glance. Provided by: Lumen Learning. License: CC BY: Attribution
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