Principles of Marketing [Deprecated]

Course Contents

Course Contents at a Glance

Learning Outcomes

Module 1: What Is Marketing?

Why It Matters: What Is Marketing?

Introduction to Marketing

Marketing Defined

Introduction to Marketing in Action

Marketing in Action

Introduction to the Marketing Concept

The Marketing Concept

Introduction to Marketing and Customer Relationships

Marketing and Customer Relationships

Introduction to the Way Organizations Use Marketing

How Organizations Use Marketing

Introduction to the Value of Marketing

The Value of Marketing

Putting It Together: What Is Marketing?

Module 2: Marketing Function

Why It Matters: Marketing Function

Introduction to the Importance of Customers

Why Customers Matter

Introduction to Segmentation and Targeting

Defining Your Target Market

Introduction to the Value Proposition

Value for the Customer

Communicating the Value Proposition

Introduction to the Evaluation of Value Propositions

Value Proposition Examples

Introduction to the Marketing Mix

Defining the Marketing Mix

Components of the Marketing Mix

Introduction to Using the Marketing Mix

Finding the Right Marketing Mix

Case Study: Chobani

Introduction to the Role of the Marketing Plan

The Role of the Marketing Plan

Simulation: Ice Cream Magnate

Putting It Together: Marketing Function

Module 3: Segmentation and Targeting

Why It Matters: Segmentation and Targeting

Introduction to the Purpose of Segmentation and Targeting

The Purpose of Market Segmentation and Targeting

Introduction to Common Segmentation Approaches

Segmentation Criteria and Approaches

Introduction to Segmentation Decisions

Choosing a Segmentation Approach and Target Segments

Case Study: eHarmony Targets Women

Introduction to Targeting and the Marketing Mix

Targeting Strategies and the Marketing Mix

Case Study: Red Bull Wins the "Extreme" Niche

Module 4: Marketing Strategy

Why It Matters: Marketing Strategy

Introduction to Marketing Strategy Alignment

Strategy and Tactics

The Mission Statement

Strategy and Objectives

Introduction to Marketing Strategy Mechanics

Creating the Marketing Strategy

Optimizing the Marketing Mix

Implementation and Budget

Evaluating Marketing Results

Introduction to Strategic Planning Tools

SWOT Analysis

BCG Matrix

Strategic Opportunity Matrix

Introduction to Examples of Corporate Strategies

Market Penetration Example

Market Development Example

Product Development Example

Diversification Example

Introduction to Customer Relationships

Customer-Relationship Strategies and Management

Putting It Together: Marketing Strategy

Module 5: Ethics and Social Responsibility

Why It Matters: Ethics and Social Responsibility

Introduction to Ethical Marketing Issues

Defining Ethics

Common Ethical Issues in Marketing

New Challenges in Marketing Ethics

Corporate Social Responsibility

Introduction to Regulatory Laws

Product Liability

Privacy Laws

Fraud in Marketing

Introduction to B2B- and B2C-Marketer Ethical Dilemmas

Ethics in B2B Marketing

Gifts and Bribes

Introduction to Ensuring Ethical Marketing and Sales

A Culture of Accountability

Executive Role in Ethics

Ethics for Marketing Employees

Simulation: Ethics

Introduction to Social Responsibility Marketing Impact

Social Responsibility in the Marketing Strategy

Social Responsibility Initiatives

Putting It Together: Ethics and Social Responsibility

Module 6: Marketing Information and Research

Why It Matters: Marketing Information and Research

Introduction to Importance of Marketing Information

The Importance of Marketing Information and Research

Case Study: Juicy Fruit Gum

Introduction to Types of Marketing Information

Types of Marketing Information

Introduction to the Marketing Research Process

The Marketing Research Process

Introduction to Marketing Research Techniques

Secondary Marketing Research

Primary Marketing Research Methods

Introduction to Marketing Data Sources

Marketing Data Sources

Introduction to Customer Relationship Management (CRM) Systems

Customer Relationship Management Systems

Introduction to Using Marketing Information

Using Marketing Information

Putting It Together: Marketing Information and Research

Module 7: Consumer Behavior

Why It Matters: Consumer Behavior

Introduction to Buying Process Stages

The "Black Box" of Consumer Behavior

Buying-Process Stages

Introduction to Low-Involvement vs. High-Involvement Decisions

Low-Involvement vs. High-Involvement Decisions

Introduction to Factors Influencing Consumer Decisions

Influences on Consumer Decisions

Situational Factors

Personal Factors

Psychological Factors

Social Factors

Introduction to B2B Purchasing Decisions

Organizational Buyer Behavior

The Organizational Buying Process

Putting It Together: Consumer Behavior

Module 8: Positioning

Why It Matters: Positioning

Introduction to Defining Positioning and Differentiation

Defining Positioning and Differentiation

Introduction to the Positioning Process

The Positioning Process

Introduction to Developing Positioning Statements

Developing Positioning Statements

Introduction to Repositioning

Repositioning

Introduction to Implementing a Positioning Strategy

Implementing Positioning Strategy

Putting It Together: Positioning

Module 9: Branding

Why It Matters: Branding

Introduction to Elements of Brand

Elements of Brand

Types of Brands

Introduction to Brand Equity

Brand Equity

Introduction to Brand Positioning and Alignment

Brand Positioning and Alignment

Introduction to Name Selection

Name Selection

Introduction to Packaging

Packaging

Introduction to Brand Development Strategies

Brand Development Strategies

Putting It Together: Branding

Module 10: Product Marketing

Why It Matters: Product Marketing

Introduction to Products and Marketing Mix

Defining Product

Consumer Product Categories

Products and Services

Augmenting Products with Services

Product Marketing in the Marketing Mix

Product Life Cycle

Stages of the Product Life Cycle

Reading: Marketing through the Product Cycle

Challenges in the Product Life Cycle

Introduction to Product Portfolio Management

The Product Portfolio

Achieving Portfolio Objectives

New Products in the Portfolio

Introduction to New Product Development Process

Overview of the New-Product Development Process

Generating and Screening Ideas

Developing New Products

Commercializing New Products

Introduction to Challenges for New Products

Diffusion of Innovation

Improved Success in Product Development

Putting It Together: Product Marketing

Module 11: Pricing Strategies

Why It Matters: Pricing Strategies

Introduction to the Impact of Pricing on Value

Demonstrating Customer Value

The Psychology of Pricing

Introduction to Pricing Considerations

Pricing Objectives

Break-Even Pricing

Competitor Impact on Pricing

Benefits of Value-Based Pricing

Introduction to Common Pricing Strategies

Skim Pricing

Penetration Pricing

Cost-Oriented Pricing

Discounting Strategies

Introduction to Price Elasticity

Elasticity and Price Changes

Products with Elastic and Inelastic Demand

Simulation: Demand for Food Trucks

Introduction to Competitive Bidding

Competitive Bidding

Price in the Competitive Bid

Putting It Together: Pricing Strategies

Module 12: Place: Distribution Channels

Why It Matters: Place: Distribution Channels

Introduction to Using Channels of Distribution

Define Channels of Distribution

Distribution Objectives

Channel Structures

The Role of Intermediaries

Marketing Channels vs. Supply Chains

Simulation: Distribution

Introduction to Managing Distribution Channels

Optimizing Channels

Third-Party Sales

Service Outputs

Introduction to Retailers As Channels of Distribution

Retailing

Types of Retailers

Retail Strategy

Introduction to Integrated Supply Chain Management and the Distribution Strategy

Components of a Supply Chain

Integrated Supply Chain Management

Supply Chain and Channel Strategy

Putting It Together: Place: Distribution Channels

Module 13: Promotion: Integrated Marketing Communication (IMC)

Why It Matters: Promotion: Integrated Marketing Communication (IMC)

Introduction to Integrated Marketing Communication (IMC)

Integrated Marketing Communication (IMC) Definition

Marketing Campaigns and IMC

Introduction to the Marketing Message

Defining the Message

Introduction to IMC Objectives and Approach

Determining IMC Objectives and Approach

Introduction to Marketing Communication Methods

Introduction to Using IMC in the Sales Process

Using IMC in the Sales Process

Introduction to Customer Relationship Management (CRM) Systems and IMC

Customer Relationship Management (CRM) Systems and IMC

Introduction to Measuring Marketing Communication Effectiveness

Measuring Marketing Communication Effectiveness

Introduction to Developing a Marketing Campaign and Budget

Developing a Marketing Campaign and Budget

Putting It Together: Promotion: Integrated Marketing Communication (IMC)

Module 14: Marketing Globally

Why It Matters: Marketing Globally

Introduction to Globalization Benefits and Challenges

Globalization Benefits and Challenges

Introduction to Global Competition Approaches

Entry Strategies in Global Markets

Approaches to Global Competition

Applying Marketing Principles in the Global Environment

Introduction to Factors Shaping the Global Marketing Environment

Demographic Factors Shaping the Global Marketing Environment

Cultural Factors Shaping the Global Marketing Environment

Institutional Factors Shaping the Global Marketing Environment

Putting It Together: Marketing Globally

Module 15: Marketing Plan

Why It Matters: Marketing Plan

Introduction to Elements of the Marketing Plan

Elements of the Marketing Plan

Introduction to Presenting the Marketing Plan

Presenting the Marketing Plan

Business Presentations

Introduction to the Marketing Plan in Action

Using and Updating the Marketing Plan

Putting It Together: Marketing Plan

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