Table of Contents
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Instructor Resources (available with login)
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
