Course Contents at a Glance

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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