principles of marketing
why learn about marketing
introduction to marketing 2
marketing defined
marketing creates value for customers
introduction to marketing in action
introduction to the marketing concept
marketing and customer relationships
how different types of organizations such as nonprofits consumer product b2c firms and business to business b2b organizations use marketing
how organizations use marketing
how marketing creates value for the consumer the company and society
the value of marketing
putting it together what is marketing
marketing function
why the customer is the cornerstone of marketing
focus on customers the marketing orientation
introduction to segmentation and targeting
your target market whom are you trying to reach
value for the customer
define and communicate an organizations value proposition in a competitive marketplace
communicating the value proposition
marketing communication strategies and planning
retail management
introduction to the evaluation of value propositions
value proposition examples
reaching customers through the marketing mix
components of the marketing mix
how organizations use the marketing mix to market to their target customers
case study chobani use the marketing mix to market to their target customers
role of a marketing plan as a guiding document for marketing activities
the role of the marketing plan
simulation ice cream magnate
putting it together marketing function
why it matters segmentation and targeting
purpose of segmentation and targeting in marketing
why customers matter
introduction to common segmentation approaches
what is market segmentation all about
segmentation criteria and common approaches to market segmentation
process of selecting an appropriate segmentation approach
choosing a segmentation approach and target segments
case study eharmony targets women
how targeting influences each element of the marketing mix
targeting strategies and the marketing mix
local marketing
niche marketing
differentiated marketing
mass marketing
case study red bull wins the extreme niche
putting it together segmentation and targeting
why it matters marketing strategy
how marketing strategies align with corporate strategies
strategy and tactics
the mission statement
strategy and objectives role of marketing strategy in corporate strategy
introduction to marketing strategy mechanics
creating the marketing strategy
optimizing the marketing mix
implementation and budget role of budget implementation and evaluation in the marketing strategy
evaluating marketing results
introduction to strategic planning tools
swot analysis and describe how it informs the organizations marketing strategy
boston consulting group matrix to inform growth strategies
how businesses use the strategic growth matrix to inform growth strategies
introduction to examples of corporate strategies
market penetration example
market development example
product development example create new products that can be sold in existing markets
diversification example create new opportunities by creating new products that will be introduced in new markets
how the development and maintenance of customer relationships
customer relationship strategies and management
putting it together marketing strategy
why it matters ethics and social responsibility
introduction to ethical marketing issues
defining ethics
common ethical issues in marketing
new challenges in marketing ethics
corporate social responsibility 2
product liability
ethics in b2b marketing
the challenge of monitoring ethics in b2b marketing
gifts and bribes
introduction to ensuring ethical marketing and sales
executive role in ethics
ethics for marketing employees
introduction to social responsibility marketing impact
social responsibility in the marketing strategy
social responsibility initiatives
putting it together ethics and social responsibility
why it matters marketing information and research
introduction to importance of marketing information
the importance of marketing information and research
case study juicy fruit gum
introduction to types of marketing information
types of marketing information
competitive intelligence
marketing research 2
introduction to the marketing research process
the marketing research process
introduction to marketing research techniques
secondary marketing research
primary marketing research methods
choosing the right primary research method
qualitative research methods observation
in depth interviews
qualitative research methods focus groups
quantitative research methods
introduction to marketing data sources
introduction to customer relationship management crm systems
customer relationship management systems
using marketing information
use marketing information to inform the marketing strategy
putting it together marketing information and research
why it matters consumer behavior
buying process stages
the black box of consumer behavior
different buying processes for low involvement and high involvement decisions
factors influencing consumer decisions
situational factors that influence what and when consumers buy
personal factors that influence what and when consumers buy
psychological factors that influence what and when consumers buy
social factors that influence what and when consumers buy
organizational buyer behavior b2b purchasing decisions
the organizational buying process
putting it together consumer behavior
why it matters positioning
introduction to defining positioning and differentiation
the process of selecting a positioning and differentiation strategy
the positioning process
developing positioning statements
introduction to repositioning
repositioning
introduction to implementing a positioning strategy
putting it together positioning
why it matters branding
the elements of brand and how brands add value to an organizations products and services
what is a brand
history of branding
brands create market perceptions
brands create an experience
brands create value for consumers and organizations in a variety of ways
different types of brands
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why and how marketers measure brand equity
brand equity
measuring brand equity
building brand loyalty
how marketers use brand positioning to align marketing activities and build successful brands
techniques that marketers use to achieve strong brand positioning and alignment
building strong brands consistency matters
brand positioning a tool for achieving consistency
aligning to deliver the brand
introduction to name selection
role of packaging in the brand building process
packaging in the brand building process
creating the perfect package
brand development strategies
managing brands as strategic assets
branding strategies
co branding
brand licensing
lines extensions and brand extensions
risks of brand line extension
putting it together branding
why it matters product marketing
what a product is and the importance of products in the marketing mix
defining product
four levels of the product
consumer product categories
products and services
augmenting products with services
product marketing in the marketing mix
the role of product marketing
the marketing mix
product life cycle
stages of the product life cycle
using the product life cycle
marketing through the product cycle
challenges in the product life cycle
introduction to product portfolio management
product portfolio and explain its use in marketing
organizing for effective product marketing
identify marketing strategies and tactics used to achieve portfolio objectives
marketing mix strategies
product line decisions
new products in the portfolio why new products are crucial to an organizations success
role of new products in the portfolio
new product development process
new product development process 2
generating and screening new product ideas
creating successful product concepts
identify methods for developing new product ideas
creating the go to market plan
commercializing new products process for commercializing new products
identify the challenges associated with marketing a new product successfully
diffusion of innovation
identify approaches to improving the success in product development
putting it together product marketing
why it matters pricing strategies
introduction to the impact of pricing on value
demonstrating customer value
the psychology of pricing
introduction to pricing considerations
break even pricing
competitor impact on pricing
benefits of value based pricing
introduction to common pricing strategies
penetration pricing
cost oriented pricing
discounting strategies
introduction to price elasticity
elasticity and price changes
products with elastic and inelastic demand
use of competitive bidding for b2b pricing
putting it together pricing strategies
why it matters place distribution channels
what channels of distribution are and why organizations use them
define channels of distribution
distribution objectives
channel structures direct retail wholesale and broker agent channels
role of intermediaries such as wholesalers in the distribution channel
marketing channels vs supply chains
what is a supply chain
supply chain and marketing channels
how distribution channels affect the marketing of products and services
how marketers can optimize their channel strategy
third party sales
role of service outputs in the distribution strategy
retailers as channels of distribution
retailing 2
types of retailers
retail marketing strategy
integrated supply chain management and the distribution strategy
components of a supply chain
integrated supply chain management
supply chain and channel strategy
putting it together place distribution channels
why it matters promotion integrated marketing communication imc
integrated marketing communication imc and its connection to the organizations marketing strategy
integrated marketing communication imc definition
what is marketing communication
the promotion mix marketing communication methods
marketing campaigns and imc
how to develop effective messaging for marketing communications
introduction to imc objectives and approach
laying the foundation for effective marketing campaigns
engagement strategies
set s m a r t goals
define the message
select marketing communication methods
determine the promotional marketing mix
introduction to marketing communication methods
advertising 2
the purpose of advertising
developing the media plan
public relations 2
the purpose of public relations
when to use public relations
public relations techniques
pr and integrated marketing communication
sales promotions 3
sales promotions getting action now
consumer sales promotion techniques 2
trade promotion techniques
imc support for sales promotions
direct marketing 3
the purpose and uses of direct marketing
personal selling 3
common personal selling techniques 2
when to use personal selling 2
digital marketing inform entice engage
web sites as digital marketing tools
what makes digital marketing tools unique
social media marketing
guerrilla marketing 2
when to use guerrilla marketing 2
guerrilla marketing tactics the usual suspects 2
the role of imc in guerrilla marketing
using imc in the sales process
understanding the sales process
fitting imc into the sales process
case study imc and zombie apocalypse supporting the sales process
customer relationship management crm systems and imc
customer relationship management crm systems and imc 2
crm uses in sales and marketing
introduction to measuring marketing communication effectiveness
measuring marketing communication effectiveness
introduction to developing a marketing campaign and budget
developing a marketing campaign and budget
effective marketing campaign plans
putting it together promotion integrated marketing communication imc
why it matters marketing globally
introduction to globalization benefits and challenges
globalization benefits and challenges
challenges of globalism for business
introduction to global competition approaches
entry strategies in global markets
approaches to global competition
applying marketing principles in the global environment
applying marketing principles in the global environment 2
introduction to factors shaping the global marketing environment
demographic factors shaping the global marketing environment
cultural factors shaping the global marketing environment
institutional factors shaping the global marketing environment
putting it together marketing globally
why it matters marketing plan
elements of the marketing plan
focusing purpose corporate marketing plan guiding activity
introduction to presenting the marketing plan
presenting the marketing plan
business presentations
introduction to the marketing plan in action
using and updating the marketing plan
putting it together marketing plan
sample marketing plan