Principles of Marketing

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Module 1: What Is Marketing?

Why It Matters: What Is Marketing?
Outcome: Marketing Defined
Reading: Marketing Defined
Outcome: Marketing in Action
Reading: Marketing in Action
Outcome: The Marketing Concept
Reading: The Marketing Concept
Outcome: Marketing and Customer Relationships
Reading: Marketing and Customer Relationships
Outcome: How Organizations Use Marketing
Reading: How Organizations Use Marketing
Outcome: Value of Marketing
Reading: The Value of Marketing
Putting It Together: What Is Marketing?

Module 2: Marketing Function

Why It Matters: Marketing Function
Outcome: Importance of Customer
Reading: Why Customers Matter
Outcome: Segmentation and Targeting Introduction
Reading: Defining Your Target Market
Outcome: Communicating the Value Proposition
Reading: Value for the Customer
Reading: Communicating the Value Proposition
Outcome: Evaluating Value Proposition Examples
Reading: Value Proposition Examples
Video: Coffee Shop Marketing
Outcome: Marketing Mix
Reading: Defining the Marketing Mix
Reading: Components of the Marketing Mix
Outcome: Using the Marketing Mix
Reading: Finding the Right Marketing Mix
Case Study: Chobani
Outcome: Role of Marketing Plan
Reading: 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
Outcome: Segmentation and Targeting Rationale
Reading: The Purpose of Market Segmentation and Targeting
Outcome: Common Segmentation Approaches
Reading: Segmentation Criteria and Approaches
Outcome: Segmentation Decisions
Reading: Choosing a Segmentation Approach and Target Segments
Case Study: eHarmony Targets Women
Outcome: Targeting and Marketing Mix
Reading: Targeting Strategies and the Marketing Mix
Case Study: Red Bull Wins the "Extreme" Niche
Simulation: Segmenting the Ice Cream Market
Putting It Together: Segmentation and Targeting

Module 4: Marketing Strategy

Why It Matters: Marketing Strategy
Outcome: Evaluate Alignment of Marketing Strategies
Video: What Is Strategy?
Reading: Strategy and Tactics
Reading: The Mission Statement
Reading: Strategy and Objectives
Outcome: Marketing Strategy Mechanics
Reading: Creating the Marketing Strategy
Reading: Optimizing the Marketing Mix
Reading: Implementation and Budget
Reading: Evaluating Marketing Results
Outcome: Strategic Planning Tools
Reading: SWOT Analysis
Reading: BCG Matrix
Reading: Strategic Opportunity Matrix
Outcome: Examples of Corporate Strategies
Reading: Market Penetration Example
Reading: Market Development Example
Reading: Product Development Example
Reading: Diversification Example
Outcome: Customer Relationships
Reading: Customer-Relationship Strategies
Video: Harley Davidson Customer Relationships
Putting It Together: Marketing Strategy

Module 5: Ethics and Social Responsibility

Why It Matters: Ethics and Social Responsibility
Outcome: Ethical Marketing Issues
Reading: Defining Ethics
Reading: Common Ethical Issues in Marketing
Reading: New Challenges in Marketing Ethics
Reading: Corporate Social Responsibility
Outcome: Regulatory Laws
Reading: Product Liability
Reading: Privacy Laws
Reading: Fraud in Marketing
Outcome: B2B and B2C Marketer Ethical Dilemmas
Reading: Ethics in B2B Marketing
Reading: Gifts and Bribes
Outcome: Ensuring Ethical Marketing and Sales
Reading: A Culture of Accountability
Reading: Executive Role in Ethics
Reading: Ethics for Marketing Employees
Simulation: Ethics
Outcome: Social Responsibility Marketing Impact
Reading: Social Responsibility in the Marketing Strategy
Reading: Social Responsibility Initiatives
Putting It Together: Ethics and Social Responsibility

Module 6: Marketing Information and Research

Why It Matters: Marketing Information and Research
Outcome: Importance of Marketing Information
Reading: The Importance of Marketing Information and Research
Case Study: Juicy Fruit Gum
Outcome: Types of Marketing Information
Reading: Types of Marketing Information
Outcome: The Marketing Research Process
Reading: The Marketing Research Process
Outcome: Marketing Research Techniques
Reading: Secondary Marketing Research
Reading: Primary Marketing Research Methods
Outcome: Marketing Data Sources
Reading: Marketing Data Sources
Outcome: Customer Relationship Management (CRM) Systems
Reading: Customer Relationship Management Systems
Outcome: Using Marketing Information
Reading: Using Marketing Information
Putting It Together: Marketing Information and Research

Module 7: Consumer Behavior

Why It Matters: Consumer Behavior
Outcome: Buying Process Stages
Reading: The "Black Box" of Consumer Behavior
Reading: Buying-Process Stages
Outcome: Low-Involvement vs. High-Involvement Decisions
Reading: Low-Involvement vs. High-Involvement Decisions
Outcome: Factors Influencing Consumer Decisions
Reading: Influences on Consumer Decisons
Reading: Situational Factors
Reading: Personal Factors
Reading: Psychological Factors
Video: Consumer Attitudes and Heinz Baked Beans
Reading: Social Factors
Outcome: B2B Purchasing Decisions
Reading: Organizational Buyer Behavior
Video: Complexities of a B2B Solution Sale
Reading: The Organizational Buying Process
Putting It Together: Consumer Behavior

Module 8: Positioning

Why It Matters: Positioning
Outcome: Defining Positioning and Differentiation
Reading: Defining Positioning and Differentiation
Outcome: The Positioning Process
Reading: The Positioning Process
Video: Starbucks Delivers Community and Connection
Outcome: Developing Positioning Statements
Reading: Developing Positioning Statements
Outcome: Repositioning
Reading: Repositioning
Outcome: Implementing Positioning Strategy
Reading: Implementing Positioning Strategy
Putting It Together: Positioning

Module 9: Branding

Why It Matters: Branding
Outcome: Elements of Brand
Reading: Elements of Brand
Video: REI Builds Brand by Closing on Black Friday
Reading: Types of Brands
Outcome: Brand Equity
Reading: Brand Equity
Outcome: Brand Positioning and Alignment
Reading: Brand Positioning and Alignment
Video: Red Bull's Extreme Brand Alignment
Outcome: Name Selection
Reading: Name Selection
Outcome: Packaging
Reading: Packaging
Outcome: Brand Development Strategies
Reading: Brand Development Strategies
Putting It Together: Branding

Module 10: Product Marketing

Why It Matters: Product Marketing
Outcome: Products and Marketing Mix
Reading: Defining Product
Reading: Consumer Product Categories
Reading: Products and Services
Reading: Augmenting Products with Services
Reading: Product Marketing in the Marketing Mix
Outcome: Product Life Cycle
Reading: Stages of the Product Life Cycle
Reading: Marketing through the Product Cycle
Reading: Challenges in the Product Life Cycle
Outcome: Product Portfolio Management
Reading: The Product Portfolio
Reading: Achieving Portfolio Objectives
Reading: New Products in the Portfolio
Outcome: New Product Development Process
Reading: Overview of the New-Product Development Process
Reading: Generating and Screening Ideas
Reading: Developing New Products
Reading: Commercializing New Products
Video: Target Product Design
Outcome: Challenges for New Products
Reading: Diffusion of Innovation
Reading: Improved Success in Product Development
Putting It Together: Product Marketing

Module 11: Pricing Strategies

Why It Matters: Pricing Strategies
Outcome: Pricing Impact on Value of Products or Services
Reading: Demonstrating Customer Value
Reading: The Psychology of Pricing
Video: Value in Branded Eyewear
Outcome: Pricing Considerations
Reading: Pricing Objectives
Reading: Break-Even Pricing
Reading: Competitor Impact on Pricing
Reading: Benefits of Value-Based Pricing
Outcome: Common Pricing Strategies
Reading: Skim Pricing
Reading: Penetration Pricing
Simulation: Demand for Food Trucks
Reading: Cost-Oriented Pricing
Reading: Discounting Strategies
Outcome: Price Elasticity
Video: Elasticity of Demand
Reading: Elasticity and Price Changes
Reading: Products with Elastic and Inelastic Demand
Outcome: Competitive Bidding
Reading: Competitive Bidding
Reading: Price in the Competitive Bid
Putting It Together: Pricing Strategies

Module 12: Place: Distribution Channels

Why It Matters: Place: Distribution Channels
Outcome: Using Channels of Distribution
Reading: Define Channels of Distribution
Reading: Distribution Objectives
Reading: Channel Structures
Reading: Marketing Channels vs. Supply Chains
Simulation: Distribution
Outcome: Managing Distribution Channels
Reading: Optimizing Channels
Reading: Third-Party Sales
Reading: Service Outputs
Outcome: Retailers As Channels of Distribution
Reading: Define Retailing
Reading: Types of Retailers
Reading: Retail Strategy
Outcome: Integrated Supply Chain Management and the Distribution Strategy
Reading: Components of a Supply Chain
Reading: Integrated Supply Chain Management
Reading: Supply Chain and Channel Strategy
Reading: The Role of Intermediaries
Putting It Together: Place: Distribution Channels

Module 13: Promotion: Integrated Marketing Communication (IMC)

Why It Matters: Promotion: Integrated Marketing Communication (IMC)
Outcome: Integrated Marketing Communication (IMC) Definition
Reading: Integrated Marketing Communication (IMC) Definition
Reading: Marketing Campaigns and IMC
Outcome: Defining the Message
Reading: Defining the Message
Outcome: Determining IMC Objectives and Approach
Reading: Determining IMC Objectives and Approach
Video: Prioritizing Marketing Communications
Outcome: Marketing Communication Methods
Reading: Advertising
Reading: Public Relations
Reading: Sales Promotions
Reading: Personal Selling
Reading: Direct Marketing
Reading: Digital Marketing
Reading: Guerrilla Marketing
Simulation: IMC Hero
Outcome: Using IMC in the Sales Process
Reading: Using IMC in the Sales Process
Outcome: Customer Relationship Management (CRM) Systems and IMC
Reading: Customer Relationship Management (CRM) Systems and IMC
Outcome: Measuring Marketing Communication Effectiveness
Reading: Measuring Marketing Communication Effectiveness
Outcome: Developing a Marketing Campaign and Budget
Reading: Developing a Marketing Campaign and Budget
Putting It Together: Promotion: Integrated Marketing Communication (IMC)

Module 14: Marketing Globally

Why It Matters: Marketing Globally
Outcome: Globalization Benefits and Challenges
Reading: Globalization Benefits and Challenges
Outcome: Approaches to Global Competition
Reading: Entry Strategies in Global Markets
Reading: Approaches to Global Competition
Video: McDonald's "Glocalization"
Reading: Applying Marketing Principles in the Global Environment
Outcome: Factors Shaping the Global Marketing Environment
Reading: Demographic Factors Shaping the Global Marketing Environment
Reading: Cultural Factors Shaping the Global Marketing Environment
Reading: Institutional Factors Shaping the Global Marketing Environment
Putting It Together: Marketing Globally

Module 15: Marketing Plan

Why It Matters: Marketing Plan
Outcome: Elements of the Marketing Plan
Reading: Elements of the Marketing Plan
Outcome: Presenting the Marketing Plan
Reading: Presenting the Marketing Plan
Reading: Business Presentations
Outcome: The Marketing Plan in Action
Reading: Using and Updating the Marketing Plan
Putting It Together: Marketing Plan

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