Principles of Marketing

Table of Contents

• Module 1: Marketing and the Marketing Mix

• • Introduction to Marketing
  • Defining Marketing
  • Who Does Marketing?
  • Why Study Marketing?
  • Overview of the Marketing Plan
  • Assignment: Analyzing Marketing Efforts

• Module 2: Marketing Analysis and Strategic Planning

• • Introduction to Strategic Planning
  • The Value Proposition
  • Components of the Strategic Planning Process
  • Developing Organizational Objectives and Formulating Strategies
  • Where Strategic Planning Occurs within Firms
  • Strategic Portfolio Planning Approaches
  • Module 2 Assignment: Strategic Marketing
  • Module 2 Assignment: Strategic Planning Worksheet

• Module 3: Market Research

• • Using Market Research to Understand Consumers
  • The Market Research Process
  • Technology to Assist Market Research
  • Market Research in Action
  • Assignment: Market Research

• Module 4: Consumer Behavior

• • Introduction to Consumer Buying Decisions
  • Buying Behaviors: Situational Factors
  • Buying Behaviors: Personal Factors
  • Buying Behaviors: Psychological Factors
  • Buying Behaviors: Societal Factors
  • Low-Involvement versus High-Involvement Buying Decisions
  • Assignment: Consumer Behavior
  • Discussion Forum: Consumer Behavior

• Module 5: Target Market/Segmentation

• • Introduction to Target Markets
  • Targeted Marketing versus Mass Marketing
  • How Markets Are Segmented
  • Selecting Target Markets and Target-Market Strategies
  • Positioning and Repositioning Offerings
  • Assignment: Target Markets and Segmentation
  • Assignment: Market Segmentation

• Module 6: Product Development

• • Introduction to Product Offerings
  • What Comprises an Offering?
  • Types of Consumer Offerings
  • Branding, Labeling, and Packaging
  • Managing the Offering
  • Discussion: Product Development and Branding
  • Assignment: Product Branding

• Module 7: Product Pricing

• • Introduction to Product Pricing
  • The Pricing Framework and a Firm’s Pricing Objectives
  • Factors That Affect Pricing Decisions
  • Pricing Strategies
  • Assignment: Product Pricing

• Module 8: Supply Chain Management and Distribution

• • Introduction to Channel Marketing
  • Marketing Channels and Channel Partners
  • Typical Marketing Channels
  • Functions Performed by Channel Partners
  • Marketing Channel Strategies
  • Channel Dynamics
  • Using Supply Chains to Create Value
  • Warehousing and Transportation

• Module 9: Integrated Marketing Communication

• • Introduction to Integrated Marketing
  • Integrated Marketing Communications (IMC)
  • The Promotion (Communication) Mix
  • Factors Influencing the Promotion Mix, Communication Process, and Message Problems
  • Advertising and Direct Marketing
  • Message Strategies
  • The Promotion Budget
  • Sales Promotions

• Module 10: Advertising, Promotions and Selling

• • Introduction to Promotions and Selling
  • Public Relations Activities and Tools
  • Professional Selling
  • The Role Professional Salespeople Play
  • Customer Relationships and Selling Strategies
  • Sales Metrics (Measures)
  • Integrating Sales and Marketing
  • Outsourcing the Sales Function

• Module 11: Social Media Marketing

• • Introduction to Social Marketing
  • How It Works
  • Content Sharing: Create and Share
  • Crowdsourcing: Unleash the Power of Online Community
  • Creating Content and Opinion: Blogging and Podcasting
  • Social Media and Marketing: Rules of Engagement

• Module 12: Ethics and Social Responsibility

• • Ethics, Laws, and Customer Empowerment
  • Ethics in B2B Markets
  • Ethics in Sales and Sales Management

• Module 13: Marketing in a Global Marketplace

• • Global Marketing: Creating Expansion
  • Global Marketing: International Trade
  • Global Marketing: Competitive Advantage
  • The Global Marketing Environment: Cultural Differences
  • The Global Marketing Environment: Economic Growth
  • The Global Marketing Environment: Political Factors
  • The Global Marketing Environment: Demographic Factors
  • The Global Marketing Environment: Natural Resources and Infrastructure
  • Global Marketing Mix: Product and Promotion
  • Global Marketing Mix: Placement
  • Global Marketing Mix: Price
  • The Internet and Global Marketing