The following list shows the module-level topics and assignments for the course. To see all of the course pages, visit the Table of Contents.

Module 1: What Is Marketing?

• Marketing Defined 
• Marketing in Action
• The Marketing Concept
• Marketing and Customer Relationships
• How Organizations Use Marketing
• Value of Marketing

Module 2: Marketing Function

• Importance of Customer
• Segmentation and Targeting Introduction
• Communicating the Value Proposition
• Evaluating Value Proposition Examples
• Marketing Mix
• Using the Marketing Mix
• Role of Marketing Plan

Module 3: Segmentation and Targeting

• Segmentation and Targeting Rationale
• Common Segmentation Approaches
• Segmentation Decisions
• Targeting and Marketing Mix

Module 4: Marketing Strategy

• Evaluate Alignment of Marketing Strategies
• Marketing Strategy Mechanics
• Strategic Planning Tools
• Examples of Corporate Strategies
• Customer Relationships

Module 5: Ethics and Social Responsibility

• Ethical Marketing Issues
• Regulatory Laws
• B2B and B2C Marketer Ethical Dilemmas
• Ensuring Ethical Marketing and Sales
• Social Responsibility Marketing Impact

Module 6: Marketing Information and Research

• Importance of Marketing Information
• Types of Marketing Information
• The Marketing Research Process
• Marketing Research Techniques
• Marketing Data Sources
• Customer Relationship Management (CRM) Systems
• Using Marketing Information

Module 7: Consumer Behavior

• Buying Process Stages
• Low-Involvement vs. High-Involvement Decisions
• Factors Influencing Consumer Decisions
• B2B Purchasing Decisions

Module 8: Positioning

• Defining Positioning and Differentiation
• The Positioning Process
• Developing Positioning Statements
• Repositioning
• Implementing Positioning Strategy

Module 9: Branding

• Elements of Brand
• Brand Equity
• Brand Positioning and Alignment
• Name Selection
• Packaging
• Brand Development Strategies

Module 10: Product Marketing

• Products and Marketing Mix
• Product Life Cycle
• Product Portfolio Management
• New Product Development Process
• Challenges for New Products

Module 11: Pricing Strategies

• Pricing Impact on Value of Products or Services
• Pricing Considerations
• Common Pricing Strategies
• Price Elasticity
• Competitive Bidding

Module 12: Place: Distribution Channels

• Using Channels of Distribution
• Managing Distribution Channels
• Retailers As Channels of Distribution
• Integrated Supply Chain Management and the Distribution Strategy

Module 13: Promotion: Integrated Marketing Communication (IMC)

• Integrated Marketing Communication (IMC) Definition
• Defining the Message
• Determining IMC Objectives and Approach
• Marketing Communication Methods
• Using IMC in the Sales Process
• Customer Relationship Management (CRM) Systems and IMC
• Measuring Marketing Communication Effectiveness
• Developing a Marketing Campaign and Budget

Module 14: Marketing Globally

• Globalization Benefits and Challenges
• Approaches to Global Competition
• Factors Shaping the Global Marketing Environment

Module 15: Marketing Plan

• Elements of the Marketing Plan
• Presenting the Marketing Plan
• The Marketing Plan in Action

Contribute!

Improve this pageLearn More