- \r\n \t
- Evaluate how marketing strategies align with\u00a0corporate strategies<\/li>\r\n \t
- Explain the inputs and components of a marketing strategy<\/li>\r\n \t
- Show how common analytic tools are used to inform the organization\u2019s strategy<\/li>\r\n \t
- Give examples of corporate strategies<\/li>\r\n \t
- Explain how the development and maintenance of customer relationships are an essential part of an organization\u2019s marketing strategy<\/li>\r\n<\/ul>\r\n
Module 5: Ethics and Social Responsibility<\/h2>\r\n
Apply principles of ethics and social responsibility in marketing<\/h3>\r\n
- \r\n \t
- Describe the types of ethical and social responsibility issues that marketing must address<\/li>\r\n \t
- Explain the laws that regulate marketing<\/li>\r\n \t
- Explain how ethical dilemmas in business-to-business marketing differ from those in consumer marketing<\/li>\r\n \t
- Outline measures companies take to encourage ethical behavior<\/li>\r\n \t
- Explain how demonstrating corporate social responsibility can impact marketing<\/li>\r\n<\/ul>\r\n
Module 6: Marketing Information and Research<\/h2>\r\n
Use marketing information and research to develop marketing strategies for organizations<\/h3>\r\n
- \r\n \t
- Explain the role of marketing information in helping firms understand and reach consumers<\/li>\r\n \t
- Describe the key types of marketing information including internal data, competitive intelligence and marketing research<\/li>\r\n \t
- Outline a standard process for using marketing research to address an organization\u2019s strategic questions<\/li>\r\n \t
- Recognize alternative methods for conducting marketing research, including primary and secondary research methods<\/li>\r\n \t
- Identify major sources of available market data<\/li>\r\n \t
- Explain how Customer Relationship Management (CRM) systems can help organizations manage and gain customer insights from marketing information<\/li>\r\n \t
- Use marketing information to inform the marketing strategy<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\r\n
\r\n Module 7: Consumer Behavior<\/h2>\r\n
Use information about consumer behavior to inform marketing strategy and tactics<\/h3>\r\n
- \r\n \t
- Describe the stages of the consumer buying process<\/li>\r\n \t
- Explain the different buying processes for low-involvement and high-involvement\u00a0decisions<\/li>\r\n \t
- Describe the major factors that influence consumer purchasing decisions<\/li>\r\n \t
- Explain the B2B buying process and key factors influencing B2B purchasing decisions<\/li>\r\n<\/ul>\r\n
Module 8: Positioning<\/h2>\r\n
Create a product or service positioning statement that aligns with a\u00a0value proposition and a target segment<\/h3>\r\n
- \r\n \t
- Define positioning and differentiation, and why they are important to marketing a product or service<\/li>\r\n \t
- Explain\u00a0the process of selecting a positioning and differentiation strategy<\/li>\r\n \t
- Develop and evaluate positioning statements based on defined criteria<\/li>\r\n \t
- Explain repositioning and the associated risks and complexities of repositioning a product or service<\/li>\r\n \t
- Describe the process of implementing a positioning strategy<\/li>\r\n<\/ul>\r\n
Module 9: Branding<\/h2>\r\n
Analyze elements of a brand and explain how the brand-building process contributes to the success of products or services<\/h3>\r\n
- \r\n \t
- Describe the elements of a brand\u00a0and how brands add value to an organization\u2019s products and services<\/li>\r\n \t
- Define brand equity and its role in measuring brand strength<\/li>\r\n \t
- Explain how marketers use brand positioning to align marketing activities and build successful brands<\/li>\r\n \t
- Explain the importance of name selection in the success of a brand<\/li>\r\n \t
- Discuss the role of packaging in the brand-building process<\/li>\r\n \t
- Explain key strategies for developing\u00a0brands including brand ownership, brand and line extensions, co-branding, and licensing<\/li>\r\n<\/ul>\r\n
Module 10: Product Marketing<\/h2>\r\n
Make product marketing decisions based on product life cycle and product portfolio structure<\/h3>\r\n
- \r\n \t
- Explain what a product is and the importance of products in the marketing mix<\/li>\r\n \t
- Discuss the product life cycle and its implications for marketing<\/li>\r\n \t
- Explain product portfolio management and how it relates to the organization\u2019s marketing strategy and tactics<\/li>\r\n \t
- Define the process for creating new products<\/li>\r\n \t
- Identify the challenges associated with creating a successful new product<\/li>\r\n<\/ul>\r\n
Module 11: Pricing Strategies<\/h2>\r\n
Use pricing strategies to enhance marketing of products and services<\/h3>\r\n
- \r\n \t
- Discuss how price affects the value of the organization\u2019s products or services<\/li>\r\n \t
- Explain the primary factors to consider in pricing<\/li>\r\n \t
- Compare common\u00a0pricing strategies<\/li>\r\n \t
- Explain price elasticity and how it can be used to set price<\/li>\r\n \t
- Explain the use of competitive bidding for B2B\u00a0pricing<\/li>\r\n<\/ul>\r\n
Module 12: Place: Distribution Channels<\/h2>\r\n
Evaluate how to use distribution channels to market an organization\u2019s products and services effectively<\/h3>\r\n
- \r\n \t
- Explain what channels of distribution are and why organizations use them<\/li>\r\n \t
- Explain how channels affect the marketing of products and services<\/li>\r\n \t
- Describe types of retailers and explain how they are used as a channel of distribution<\/li>\r\n \t
- Explain how integrated supply chain management supports an effective distribution strategy<\/li>\r\n<\/ul>\r\n
Module 13: Promotion: Integrated Marketing Communication (IMC)<\/h2>\r\n
Demonstrate how organizations\u00a0use integrated marketing communication (IMC) to support their\u00a0marketing strategies<\/h3>\r\n
- \r\n \t
- Explain integrated marketing communication (IMC) and its connection to the organization\u2019s marketing strategy<\/li>\r\n \t
- Discuss how to develop effective messaging for marketing communications<\/li>\r\n \t
- Explain factors to consider when selecting marketing\u00a0communication methods to execute the strategy<\/li>\r\n \t
- Describe common\u00a0methods\u00a0of marketing communication, their advantages and disadvantages<\/li>\r\n \t
- Explain how IMC tools support the sales process<\/li>\r\n \t
- Describe the uses of Customer Relationship Management (CRM) systems for marketing communication purposes<\/li>\r\n \t
- Explain common tools and approaches used to measure marketing communication effectiveness<\/li>\r\n \t
- Create a marketing campaign and budget using multiple IMC tools to execute a marketing strategy<\/li>\r\n<\/ul>\r\n
Module 14: Marketing Globally<\/h2>\r\n
Identify issues that organizations face and approaches they use when marketing to different countries and cultures<\/h3>\r\n
- \r\n \t
- Describe globalization and the major benefits and challenges it poses for multinational organizations penetrating global markets<\/li>\r\n \t
- Describe common approaches used by organizations to compete successfully on a global scale<\/li>\r\n \t
- Explain the importance of understanding how demographic, cultural and institutional factors shape the global marketing environment<\/li>\r\n<\/ul>\r\n
Module 15: Marketing Plan<\/h2>\r\n
Develop a marketing plan<\/h3>\r\n
- \r\n \t
- Identify the key elements of the marketing plan<\/li>\r\n \t
- Present a marketing plan<\/li>\r\n \t
- Explain how the marketing plan is used by marketing and the overall organization<\/li>\r\n<\/ul>\r\n<\/section>","rendered":"
![\"decorative](\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2025\/2017\/07\/01225024\/outcomes.jpg\")
<\/p>\nThe content, assignments, and assessments for Principles of Marketing are aligned to the following learning outcomes. A full list of course learning outcomes can be viewed here:\u00a0Principles of Marketing Learning Outcomes<\/a>.<\/p>\n
Module 1: What Is Marketing?<\/h2>\n
Explain what marketing is and how it’s used<\/h3>\n
- \n
- Define marketing<\/li>\n
- Identify evidence of marketing in everyday life<\/li>\n
- Demonstrate a clear understanding of the marketing concept<\/li>\n
- Describe the role of marketing in building and managing customer relationships<\/li>\n
- Describe how different types of organizations, such as nonprofits, consumer product (B2C) firms and business-to-business (B2B) organizations, use marketing<\/li>\n
- Explain how marketing creates value for the consumer, the company, and society<\/li>\n<\/ul>\n
Module 2: Marketing Function<\/h2>\n
Identify the primary marketing activities of an organization<\/h3>\n
- \n
- Explain why the customer is the cornerstone of marketing<\/li>\n
- Briefly explain the concepts of segmentation and targeting<\/li>\n
- Describe the marketing mix<\/li>\n
- Explain how organizations use the marketing mix (often called the four Ps) to market to their target customers<\/li>\n
- Explain the role of a marketing plan as a guiding document for marketing activities<\/li>\n<\/ul>\n
Module 3: Segmentation and Targeting<\/h2>\n
Determine\u00a0market segments and target customers<\/h3>\n
- \n
- Explain the purpose of segmentation and targeting in marketing<\/li>\n
- Describe common segmentation approaches<\/li>\n
- Explain the process of selecting an appropriate segmentation approach and deciding which customer segments to target for marketing activities<\/li>\n
- Explain how targeting influences each element of the marketing mix<\/li>\n<\/ul>\n
Module 4: Marketing Strategy<\/h2>\n
Determine\u00a0market segments and target customers<\/h3>\n
\n\n- \n
- Evaluate how marketing strategies align with\u00a0corporate strategies<\/li>\n
- Explain the inputs and components of a marketing strategy<\/li>\n
- Show how common analytic tools are used to inform the organization\u2019s strategy<\/li>\n
- Give examples of corporate strategies<\/li>\n
- Explain how the development and maintenance of customer relationships are an essential part of an organization\u2019s marketing strategy<\/li>\n<\/ul>\n
Module 5: Ethics and Social Responsibility<\/h2>\n
Apply principles of ethics and social responsibility in marketing<\/h3>\n
- \n
- Describe the types of ethical and social responsibility issues that marketing must address<\/li>\n
- Explain the laws that regulate marketing<\/li>\n
- Explain how ethical dilemmas in business-to-business marketing differ from those in consumer marketing<\/li>\n
- Outline measures companies take to encourage ethical behavior<\/li>\n
- Explain how demonstrating corporate social responsibility can impact marketing<\/li>\n<\/ul>\n
Module 6: Marketing Information and Research<\/h2>\n
Use marketing information and research to develop marketing strategies for organizations<\/h3>\n
- \n
- Explain the role of marketing information in helping firms understand and reach consumers<\/li>\n
- Describe the key types of marketing information including internal data, competitive intelligence and marketing research<\/li>\n
- Outline a standard process for using marketing research to address an organization\u2019s strategic questions<\/li>\n
- Recognize alternative methods for conducting marketing research, including primary and secondary research methods<\/li>\n
- Identify major sources of available market data<\/li>\n
- Explain how Customer Relationship Management (CRM) systems can help organizations manage and gain customer insights from marketing information<\/li>\n
- Use marketing information to inform the marketing strategy<\/li>\n<\/ul>\n<\/div>\n<\/div>\n
\n Module 7: Consumer Behavior<\/h2>\n
Use information about consumer behavior to inform marketing strategy and tactics<\/h3>\n
- \n
- Describe the stages of the consumer buying process<\/li>\n
- Explain the different buying processes for low-involvement and high-involvement\u00a0decisions<\/li>\n
- Describe the major factors that influence consumer purchasing decisions<\/li>\n
- Explain the B2B buying process and key factors influencing B2B purchasing decisions<\/li>\n<\/ul>\n
Module 8: Positioning<\/h2>\n
Create a product or service positioning statement that aligns with a\u00a0value proposition and a target segment<\/h3>\n
- \n
- Define positioning and differentiation, and why they are important to marketing a product or service<\/li>\n
- Explain\u00a0the process of selecting a positioning and differentiation strategy<\/li>\n
- Develop and evaluate positioning statements based on defined criteria<\/li>\n
- Explain repositioning and the associated risks and complexities of repositioning a product or service<\/li>\n
- Describe the process of implementing a positioning strategy<\/li>\n<\/ul>\n
Module 9: Branding<\/h2>\n
Analyze elements of a brand and explain how the brand-building process contributes to the success of products or services<\/h3>\n
- \n
- Describe the elements of a brand\u00a0and how brands add value to an organization\u2019s products and services<\/li>\n
- Define brand equity and its role in measuring brand strength<\/li>\n
- Explain how marketers use brand positioning to align marketing activities and build successful brands<\/li>\n
- Explain the importance of name selection in the success of a brand<\/li>\n
- Discuss the role of packaging in the brand-building process<\/li>\n
- Explain key strategies for developing\u00a0brands including brand ownership, brand and line extensions, co-branding, and licensing<\/li>\n<\/ul>\n
Module 10: Product Marketing<\/h2>\n
Make product marketing decisions based on product life cycle and product portfolio structure<\/h3>\n
- \n
- Explain what a product is and the importance of products in the marketing mix<\/li>\n
- Discuss the product life cycle and its implications for marketing<\/li>\n
- Explain product portfolio management and how it relates to the organization\u2019s marketing strategy and tactics<\/li>\n
- Define the process for creating new products<\/li>\n
- Identify the challenges associated with creating a successful new product<\/li>\n<\/ul>\n
Module 11: Pricing Strategies<\/h2>\n
Use pricing strategies to enhance marketing of products and services<\/h3>\n
- \n
- Discuss how price affects the value of the organization\u2019s products or services<\/li>\n
- Explain the primary factors to consider in pricing<\/li>\n
- Compare common\u00a0pricing strategies<\/li>\n
- Explain price elasticity and how it can be used to set price<\/li>\n
- Explain the use of competitive bidding for B2B\u00a0pricing<\/li>\n<\/ul>\n
Module 12: Place: Distribution Channels<\/h2>\n
Evaluate how to use distribution channels to market an organization\u2019s products and services effectively<\/h3>\n
- \n
- Explain what channels of distribution are and why organizations use them<\/li>\n
- Explain how channels affect the marketing of products and services<\/li>\n
- Describe types of retailers and explain how they are used as a channel of distribution<\/li>\n
- Explain how integrated supply chain management supports an effective distribution strategy<\/li>\n<\/ul>\n
Module 13: Promotion: Integrated Marketing Communication (IMC)<\/h2>\n
Demonstrate how organizations\u00a0use integrated marketing communication (IMC) to support their\u00a0marketing strategies<\/h3>\n
- \n
- Explain integrated marketing communication (IMC) and its connection to the organization\u2019s marketing strategy<\/li>\n
- Discuss how to develop effective messaging for marketing communications<\/li>\n
- Explain factors to consider when selecting marketing\u00a0communication methods to execute the strategy<\/li>\n
- Describe common\u00a0methods\u00a0of marketing communication, their advantages and disadvantages<\/li>\n
- Explain how IMC tools support the sales process<\/li>\n
- Describe the uses of Customer Relationship Management (CRM) systems for marketing communication purposes<\/li>\n
- Explain common tools and approaches used to measure marketing communication effectiveness<\/li>\n
- Create a marketing campaign and budget using multiple IMC tools to execute a marketing strategy<\/li>\n<\/ul>\n
Module 14: Marketing Globally<\/h2>\n
Identify issues that organizations face and approaches they use when marketing to different countries and cultures<\/h3>\n
- \n
- Describe globalization and the major benefits and challenges it poses for multinational organizations penetrating global markets<\/li>\n
- Describe common approaches used by organizations to compete successfully on a global scale<\/li>\n
- Explain the importance of understanding how demographic, cultural and institutional factors shape the global marketing environment<\/li>\n<\/ul>\n
Module 15: Marketing Plan<\/h2>\n
Develop a marketing plan<\/h3>\n
- \n
- Identify the key elements of the marketing plan<\/li>\n
- Present a marketing plan<\/li>\n
- Explain how the marketing plan is used by marketing and the overall organization<\/li>\n<\/ul>\n<\/section>\n\n\t\t\t
\n\t\t\t Candela Citations<\/h3>\n\t\t\t\t\t
\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tCC licensed content, Original<\/div>- Learning Outcomes. Provided by<\/strong>: Lumen Learning. License<\/strong>: CC BY: Attribution<\/a><\/em><\/li><\/ul>CC licensed content, Shared previously<\/div>
- Magnify. Authored by<\/strong>: Eucalyp. Provided by<\/strong>: Noun Project. Located at<\/strong>: https:\/\/thenounproject.com\/term\/magnify\/1276779\/<\/a>. License<\/strong>: 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":17533,"menu_order":3,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"Magnify\",\"author\":\"Eucalyp\",\"organization\":\"Noun Project\",\"url\":\"https:\/\/thenounproject.com\/term\/magnify\/1276779\/\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Learning Outcomes\",\"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-7491","chapter","type-chapter","status-publish","hentry"],"part":7486,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/7491","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/users\/17533"}],"version-history":[{"count":8,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/7491\/revisions"}],"predecessor-version":[{"id":9567,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/7491\/revisions\/9567"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/parts\/7486"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/7491\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/media?parent=7491"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapter-type?post=7491"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/contributor?post=7491"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/license?post=7491"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
- Learning Outcomes. Provided by<\/strong>: Lumen Learning. License<\/strong>: CC BY: Attribution<\/a><\/em><\/li><\/ul>