Course Contents at a Glance

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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


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