The following list shows a summary of the topics covered in this course. To see all of the course pages, visit the Table of Contents.

Module 1: Role of Business

• What Is Business?
• For-Profit vs. Nonprofit
• Factors of Production
• Functional Areas
• Stakeholders
• External Forces

Module 2: Economic Environment

• What Is Economics?
• Economic Systems
• Demand
• Supply
• Equilibrium
• Health of the Economy
• Economic Stages

Module 3: Global Environment

• Globalization
• Measuring Global Trade
• Global Business Strategies
• Global Trade Forces
• Global Trade Agreements and Organizations
• Ethical Challenges in the Global Environment

Module 4: Financial Markets and System

• Money
• Role of Banks
• Financial Markets and Business

Module 5: Legal Environment

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

Module 6: Business Ethics and Corporate Social Responsibility

• 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: Business Ownership

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

Module 8: Entrepreneurship

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

Module 9: Management

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

Module 10: Motivating Employees

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

Module 11: Teamwork and Communication

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

Module 12: Managing Processes

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

Module 13: Marketing Function

• 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 Mix

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

Module 15: Human Resource Management

• Human Resource Management
• Human Resources and Laws
• Recruitment and Hiring
• Training, Development, and Rewards
• Termination
• HR Challenges

Module 16: Accounting and Finance

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