Module: Marketing
Why does Marketing matter?
Take this pre-test to see what you already know about the concepts in this section. The pre-test does not count toward your grade, but will help you plan where to focus your time and effort as you study. The pre-test is optional.
Define the term “marketing”
| Reading: Defining Marketing | |
| Self-Check: What is Marketing? |
Define and give examples of the four “Ps” of the marketing mix (price, product, promotion and place)
| Reading: The Four Ps of Marketing | |
| Self-Check: The Four Ps of Marketing |
Identify forces in the external marketing environment
| Reading: The Marketing Environment | |
| Reading: Generation Effects and Consumer Behavior | |
| Self-Check: External Marketing Environment |
Describe the process for and purpose of market research
| Reading: Using Market Research to Understand Consumers | |
| Reading: The Market Research Process | |
| Video: Market Research in “Real Time” | |
| Self-Check: Market Research |
Understand and outline the elements of a marketing plan as a planning process
| Reading: Developing Organizational Objectives and Formulating Strategies | |
| Reading: Overview of the Marketing Plan | |
| Self-Check: Marketing Strategies and Plan |
Define “brand” and the role of branding strategies in creating a successful product or business
| Reading: Branding | |
| Self-Check: Branding |
focus
Explain pricing strategies for new and existing products
| Reading: Introduction to Product Pricing | |
| Self-Check: Pricing Strategies |
focus
Explain product distribution strategies and how they contribute to business success
| Video: Placement: Distribution Channels | |
| Self-Check: Product Distribution Strategies |
Explain the promotion mix, promotion strategies and the process of developing a successful promotion for both traditional and digital channels
| Reading: The Promotion Mix: The Fourth P | |
| Self-Check: Promotion Mix |
Describe social media marketing, its advantages and disadvantages
| Reading: Introduction to Social Media Marketing | |
| Video: How Social Media Reveals the Hidden You | |
| Self-Check: Social Media Marketing |
Marketing
You can take this quiz twice. Your highest score will count as your grade. Don’t wait until the last minute to take the quiz – take the quiz early so you’ll have plenty of time to study and improve your grade on your second attempt.