Principles of Marketing [Deprecated]

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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
Advertising
Public Relations
Sales Promotions
Personal Selling
Direct Marketing
Digital Marketing
Guerrilla Marketing
Simulation: IMC Hero
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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