Table of Contents
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Course Contents
Faculty Resources
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
- Reading: 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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