{"id":5332,"date":"2017-07-05T21:04:16","date_gmt":"2017-07-05T21:04:16","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/marketing-spring2016\/?post_type=chapter&#038;p=5332"},"modified":"2017-12-22T19:02:39","modified_gmt":"2017-12-22T19:02:39","slug":"course-contents-at-a-glance","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/chapter\/course-contents-at-a-glance\/","title":{"raw":"Course Contents at a Glance","rendered":"Course Contents at a Glance"},"content":{"raw":"<img class=\"aligncenter wp-image-220\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2025\/2017\/07\/01212659\/binoculars2.png\" alt=\"an icon of a pair of binoculars\" width=\"250\" height=\"142\" \/>\r\n\r\nThe following list shows the module-level topics and assignments for the course. To see all of the course pages, visit the\u00a0<a href=\"https:\/\/courses.lumenlearning.com\/marketing-spring2016\/\" target=\"_blank\" rel=\"noopener\">Table of Contents<\/a>.\r\n<h2>Module 1: What Is Marketing?<\/h2>\r\n<ul>\r\n \t<li><span style=\"color: #333333;\">Marketing Defined\u00a0<\/span><\/li>\r\n \t<li><span style=\"color: #333333;\">Marketing in Action<\/span><\/li>\r\n \t<li><span style=\"color: #333333;\">The Marketing Concept<\/span><\/li>\r\n \t<li><span style=\"color: #333333;\">Marketing and Customer Relationships<\/span><\/li>\r\n \t<li><span style=\"color: #333333;\">How Organizations Use Marketing<\/span><\/li>\r\n \t<li><span style=\"color: #333333;\">Value of Marketing<\/span><\/li>\r\n<\/ul>\r\n<h2>Module 2: Marketing Function<\/h2>\r\n<ul>\r\n \t<li class=\"chapter standard\"><span style=\"color: #333333;\">Importance of Customer<\/span><\/li>\r\n \t<li class=\"chapter standard\"><span style=\"color: #333333;\">Segmentation and Targeting Introduction<\/span><\/li>\r\n \t<li class=\"chapter standard\"><span style=\"color: #333333;\">Communicating the Value Proposition<\/span><\/li>\r\n \t<li class=\"chapter standard\"><span style=\"color: #333333;\">Evaluating Value Proposition Examples<\/span><\/li>\r\n \t<li class=\"chapter standard\"><span style=\"color: #333333;\">Marketing Mix<\/span><\/li>\r\n \t<li class=\"chapter standard\"><span style=\"color: #333333;\">Using the Marketing Mix<\/span><\/li>\r\n \t<li class=\"chapter standard\"><span style=\"color: #333333;\">Role of Marketing Plan<\/span><\/li>\r\n<\/ul>\r\n<h2><strong>Module 3: Segmentation and Targeting<\/strong><\/h2>\r\n<ul>\r\n \t<li>Segmentation and Targeting Rationale<\/li>\r\n \t<li>Common Segmentation Approaches<\/li>\r\n \t<li>Segmentation Decisions<\/li>\r\n \t<li>Targeting and Marketing Mix<\/li>\r\n<\/ul>\r\n<h2><strong>Module 4: Marketing Strategy<\/strong><\/h2>\r\n<ul>\r\n \t<li>Evaluate Alignment of Marketing Strategies<\/li>\r\n \t<li>Marketing Strategy Mechanics<\/li>\r\n \t<li>Strategic Planning Tools<\/li>\r\n \t<li>Examples of Corporate Strategies<\/li>\r\n \t<li>Customer Relationships<\/li>\r\n \t<li><\/li>\r\n<\/ul>\r\n<h2><strong>Module 5: Ethics and Social Responsibility<\/strong><\/h2>\r\n<ul>\r\n \t<li>Ethical Marketing Issues<\/li>\r\n \t<li>Regulatory Laws<\/li>\r\n \t<li>B2B and B2C Marketer Ethical Dilemmas<\/li>\r\n \t<li>Ensuring Ethical Marketing and Sales<\/li>\r\n \t<li>Social Responsibility Marketing Impact<\/li>\r\n<\/ul>\r\n<h2><strong>Module 6: Marketing Information and Research<\/strong><\/h2>\r\n<ul>\r\n \t<li>Importance of Marketing Information<\/li>\r\n \t<li>Types of Marketing Information<\/li>\r\n \t<li>The Marketing Research Process<\/li>\r\n \t<li>Marketing Research Techniques<\/li>\r\n \t<li>Marketing Data Sources<\/li>\r\n \t<li>Customer Relationship Management (CRM) Systems<\/li>\r\n \t<li>Using Marketing Information<\/li>\r\n<\/ul>\r\n<h2><strong>Module 7: Consumer Behavior<\/strong><\/h2>\r\n<ul>\r\n \t<li>Buying Process Stages<\/li>\r\n \t<li>Low-Involvement vs. High-Involvement Decisions<\/li>\r\n \t<li>Factors Influencing Consumer Decisions<\/li>\r\n \t<li>B2B Purchasing Decisions<\/li>\r\n<\/ul>\r\n<h2><strong>Module 8: Positioning<\/strong><\/h2>\r\n<ul>\r\n \t<li>Defining Positioning and Differentiation<\/li>\r\n \t<li>The Positioning Process<\/li>\r\n \t<li>Developing Positioning Statements<\/li>\r\n \t<li>Repositioning<\/li>\r\n \t<li>Implementing Positioning Strategy<\/li>\r\n<\/ul>\r\n<h2><strong>Module 9: Branding<\/strong><\/h2>\r\n<ul>\r\n \t<li>Elements of Brand<\/li>\r\n \t<li>Brand Equity<\/li>\r\n \t<li>Brand Positioning and Alignment<\/li>\r\n \t<li>Name Selection<\/li>\r\n \t<li>Packaging<\/li>\r\n \t<li>Brand Development Strategies<\/li>\r\n<\/ul>\r\n<h2><strong>Module 10: Product Marketing<\/strong><\/h2>\r\n<ul>\r\n \t<li>Products and Marketing Mix<\/li>\r\n \t<li>Product Life Cycle<\/li>\r\n \t<li>Product Portfolio Management<\/li>\r\n \t<li>New Product Development Process<\/li>\r\n \t<li>Challenges for New Products<\/li>\r\n<\/ul>\r\n<h2><strong>Module 11: Pricing Strategies<\/strong><\/h2>\r\n<ul>\r\n \t<li>Pricing Impact on Value of Products or Services<\/li>\r\n \t<li>Pricing Considerations<\/li>\r\n \t<li>Common Pricing Strategies<\/li>\r\n \t<li>Price Elasticity<\/li>\r\n \t<li>Competitive Bidding<\/li>\r\n<\/ul>\r\n<h2><strong>Module 12: Place: Distribution Channels<\/strong><\/h2>\r\n<ul>\r\n \t<li>Using Channels of Distribution<\/li>\r\n \t<li>Managing Distribution Channels<\/li>\r\n \t<li>Retailers As Channels of Distribution<\/li>\r\n \t<li>Integrated Supply Chain Management and the Distribution Strategy<\/li>\r\n<\/ul>\r\n<h2><strong>Module 13: Promotion: Integrated Marketing Communication (IMC)<\/strong><\/h2>\r\n<ul>\r\n \t<li>Integrated Marketing Communication (IMC) Definition<\/li>\r\n \t<li>Defining the Message<\/li>\r\n \t<li>Determining IMC Objectives and Approach<\/li>\r\n \t<li>Marketing Communication Methods<\/li>\r\n \t<li>Using IMC in the Sales Process<\/li>\r\n \t<li>Customer Relationship Management (CRM) Systems and IMC<\/li>\r\n \t<li>Measuring Marketing Communication Effectiveness<\/li>\r\n \t<li>Developing a Marketing Campaign and Budget<\/li>\r\n<\/ul>\r\n<h2><strong>Module 14: Marketing Globally<\/strong><\/h2>\r\n<ul>\r\n \t<li>Globalization Benefits and Challenges<\/li>\r\n \t<li>Approaches to Global Competition<\/li>\r\n \t<li>Factors Shaping the Global Marketing Environment<\/li>\r\n<\/ul>\r\n<h2><strong>Module 15: Marketing Plan<\/strong><\/h2>\r\n<ul>\r\n \t<li>Elements of the Marketing Plan<\/li>\r\n \t<li>Presenting the Marketing Plan<\/li>\r\n \t<li>The Marketing Plan in Action<\/li>\r\n<\/ul>","rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-220\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2025\/2017\/07\/01212659\/binoculars2.png\" alt=\"an icon of a pair of binoculars\" width=\"250\" height=\"142\" \/><\/p>\n<p>The following list shows the module-level topics and assignments for the course. To see all of the course pages, visit the\u00a0<a href=\"https:\/\/courses.lumenlearning.com\/marketing-spring2016\/\" target=\"_blank\" rel=\"noopener\">Table of Contents<\/a>.<\/p>\n<h2>Module 1: What Is Marketing?<\/h2>\n<ul>\n<li><span style=\"color: #333333;\">Marketing Defined\u00a0<\/span><\/li>\n<li><span style=\"color: #333333;\">Marketing in Action<\/span><\/li>\n<li><span style=\"color: #333333;\">The Marketing Concept<\/span><\/li>\n<li><span style=\"color: #333333;\">Marketing and Customer Relationships<\/span><\/li>\n<li><span style=\"color: #333333;\">How Organizations Use Marketing<\/span><\/li>\n<li><span style=\"color: #333333;\">Value of Marketing<\/span><\/li>\n<\/ul>\n<h2>Module 2: Marketing Function<\/h2>\n<ul>\n<li class=\"chapter standard\"><span style=\"color: #333333;\">Importance of Customer<\/span><\/li>\n<li class=\"chapter standard\"><span style=\"color: #333333;\">Segmentation and Targeting Introduction<\/span><\/li>\n<li class=\"chapter standard\"><span style=\"color: #333333;\">Communicating the Value Proposition<\/span><\/li>\n<li class=\"chapter standard\"><span style=\"color: #333333;\">Evaluating Value Proposition Examples<\/span><\/li>\n<li class=\"chapter standard\"><span style=\"color: #333333;\">Marketing Mix<\/span><\/li>\n<li class=\"chapter standard\"><span style=\"color: #333333;\">Using the Marketing Mix<\/span><\/li>\n<li class=\"chapter standard\"><span style=\"color: #333333;\">Role of Marketing Plan<\/span><\/li>\n<\/ul>\n<h2><strong>Module 3: Segmentation and Targeting<\/strong><\/h2>\n<ul>\n<li>Segmentation and Targeting Rationale<\/li>\n<li>Common Segmentation Approaches<\/li>\n<li>Segmentation Decisions<\/li>\n<li>Targeting and Marketing Mix<\/li>\n<\/ul>\n<h2><strong>Module 4: Marketing Strategy<\/strong><\/h2>\n<ul>\n<li>Evaluate Alignment of Marketing Strategies<\/li>\n<li>Marketing Strategy Mechanics<\/li>\n<li>Strategic Planning Tools<\/li>\n<li>Examples of Corporate Strategies<\/li>\n<li>Customer Relationships<\/li>\n<li><\/li>\n<\/ul>\n<h2><strong>Module 5: Ethics and Social Responsibility<\/strong><\/h2>\n<ul>\n<li>Ethical Marketing Issues<\/li>\n<li>Regulatory Laws<\/li>\n<li>B2B and B2C Marketer Ethical Dilemmas<\/li>\n<li>Ensuring Ethical Marketing and Sales<\/li>\n<li>Social Responsibility Marketing Impact<\/li>\n<\/ul>\n<h2><strong>Module 6: Marketing Information and Research<\/strong><\/h2>\n<ul>\n<li>Importance of Marketing Information<\/li>\n<li>Types of Marketing Information<\/li>\n<li>The Marketing Research Process<\/li>\n<li>Marketing Research Techniques<\/li>\n<li>Marketing Data Sources<\/li>\n<li>Customer Relationship Management (CRM) Systems<\/li>\n<li>Using Marketing Information<\/li>\n<\/ul>\n<h2><strong>Module 7: Consumer Behavior<\/strong><\/h2>\n<ul>\n<li>Buying Process Stages<\/li>\n<li>Low-Involvement vs. High-Involvement Decisions<\/li>\n<li>Factors Influencing Consumer Decisions<\/li>\n<li>B2B Purchasing Decisions<\/li>\n<\/ul>\n<h2><strong>Module 8: Positioning<\/strong><\/h2>\n<ul>\n<li>Defining Positioning and Differentiation<\/li>\n<li>The Positioning Process<\/li>\n<li>Developing Positioning Statements<\/li>\n<li>Repositioning<\/li>\n<li>Implementing Positioning Strategy<\/li>\n<\/ul>\n<h2><strong>Module 9: Branding<\/strong><\/h2>\n<ul>\n<li>Elements of Brand<\/li>\n<li>Brand Equity<\/li>\n<li>Brand Positioning and Alignment<\/li>\n<li>Name Selection<\/li>\n<li>Packaging<\/li>\n<li>Brand Development Strategies<\/li>\n<\/ul>\n<h2><strong>Module 10: Product Marketing<\/strong><\/h2>\n<ul>\n<li>Products and Marketing Mix<\/li>\n<li>Product Life Cycle<\/li>\n<li>Product Portfolio Management<\/li>\n<li>New Product Development Process<\/li>\n<li>Challenges for New Products<\/li>\n<\/ul>\n<h2><strong>Module 11: Pricing Strategies<\/strong><\/h2>\n<ul>\n<li>Pricing Impact on Value of Products or Services<\/li>\n<li>Pricing Considerations<\/li>\n<li>Common Pricing Strategies<\/li>\n<li>Price Elasticity<\/li>\n<li>Competitive Bidding<\/li>\n<\/ul>\n<h2><strong>Module 12: Place: Distribution Channels<\/strong><\/h2>\n<ul>\n<li>Using Channels of Distribution<\/li>\n<li>Managing Distribution Channels<\/li>\n<li>Retailers As Channels of Distribution<\/li>\n<li>Integrated Supply Chain Management and the Distribution Strategy<\/li>\n<\/ul>\n<h2><strong>Module 13: Promotion: Integrated Marketing Communication (IMC)<\/strong><\/h2>\n<ul>\n<li>Integrated Marketing Communication (IMC) Definition<\/li>\n<li>Defining the Message<\/li>\n<li>Determining IMC Objectives and Approach<\/li>\n<li>Marketing Communication Methods<\/li>\n<li>Using IMC in the Sales Process<\/li>\n<li>Customer Relationship Management (CRM) Systems and IMC<\/li>\n<li>Measuring Marketing Communication Effectiveness<\/li>\n<li>Developing a Marketing Campaign and Budget<\/li>\n<\/ul>\n<h2><strong>Module 14: Marketing Globally<\/strong><\/h2>\n<ul>\n<li>Globalization Benefits and Challenges<\/li>\n<li>Approaches to Global Competition<\/li>\n<li>Factors Shaping the Global Marketing Environment<\/li>\n<\/ul>\n<h2><strong>Module 15: Marketing Plan<\/strong><\/h2>\n<ul>\n<li>Elements of the Marketing Plan<\/li>\n<li>Presenting the Marketing Plan<\/li>\n<li>The Marketing Plan in Action<\/li>\n<\/ul>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-5332\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Course Contents at a Glance. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Binoculars Icon. <strong>Authored by<\/strong>: Musmellow. <strong>Provided by<\/strong>: Noun Project. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/thenounproject.com\/search\/?q=binoculars&#038;i=1234056\">https:\/\/thenounproject.com\/search\/?q=binoculars&#038;i=1234056<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":26,"menu_order":2,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"Binoculars Icon\",\"author\":\"Musmellow\",\"organization\":\"Noun Project\",\"url\":\"https:\/\/thenounproject.com\/search\/?q=binoculars&i=1234056\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Course Contents at a Glance\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-5332","chapter","type-chapter","status-publish","hentry"],"part":5587,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/5332","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/users\/26"}],"version-history":[{"count":15,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/5332\/revisions"}],"predecessor-version":[{"id":6034,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/5332\/revisions\/6034"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/parts\/5587"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/5332\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/media?parent=5332"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapter-type?post=5332"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/contributor?post=5332"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/license?post=5332"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}