- 1.1 Explain the concept of marketing.
- 1.2 Explain the relationship between marketing and customers.
- 1.3 Explain how and why marketing is used by organizations.
- 1.4 Explain segmentation, targeting, and value proposition.
- 1.5 Describe the components of the marketing mix.
- 1.6 Describe the purpose and features of the marketing plan.
Principles of Marketing
In this course, you will explore the marketing function in business. You will start by looking at an overview of the function, and then will move on to examine legal and ethical considerations in the marketing field. From there, you will examine the concepts of segmentation and targeting, as well as marketing strategy. You will also learn about the importance of marketing information and research and how it can help you to understand consumer behaviors. You will examine the significance of positioning and branding. You will also explore the marketing mix, also known as the 4Ps: Product, Pricing, Place, and Promotion. Finally, you will take a closer look at the role of marketing in the global business environment, as well as the marketing plan.
Learning Objectives/
- 2.1 Describe various ethical issues related to marketing.
- 2.2 Describe various laws that have an impact on the marketing function.
- 2.3 Describe ways organizations work through ethical dilemmas and create an ethical culture in marketing.
- 2.4 Explain the role of social responsibility in marketing.
- 3.1 Explain the purpose of segmentation and targeting.
- 3.2 Describe approaches to segmentation.
- 3.3 Explain targeting strategies and how they relate to the marketing mix.
- 4.1 Explain the components necessary for a successful marketing strategy.
- 4.2 Explain the factors and considerations to creating a marketing strategy.
- 4.3 Describe various strategic planning tools.
- 5.1 Explain the purpose of marketing information research.
- 5.2 Describes different types of marketing research information.
- 5.3 Explain the marketing research process.
- 5.4 Describe various techniques used to perform marketing research.
- 5.5 Explain how to apply marketing information.
- 6.1 Explain the consumer buying process.
- 6.2 Describe various influences on consumer decision making.
- 6.3 Explain the business buying process.
- 7.1 Explain the concepts of positioning and differentiation.
- 7.2 Describe the positioning process.
- 7.3 Explain how and why organizations need to engage in repositioning.
- 7.4 Explain how to implement a positioning strategy.
- 8.1 Explain the concept of branding and types of brands.
- 8.2 Explain brand equity, positioning, and alignment.
- 8.3 Explain steps and strategies for developing a brand.
- 9.1 Explain the features and types of products and services.
- 9.2 Explain the product life cycle and how it is managed.
- 9.3 Explain how a product portfolio is managed.
- 9.4 Explain the process for developing new products.
- 10.1 Explain the role of pricing within the marketing mix.
- 10.2 Describe various factors to consider when setting a price.
- 10.3 Describe various pricing strategies.
- 10.4 Explain price elasticity.
- 10.5 Explain how organizations engage in competitive bidding.
- 11.1 Explain distribution channels.
- 11.2 Explain how organizations manage distribution channels.
- 11.3 Explain the role of retailers in the distribution channel.
- 11.4 Explain how organizations engage in supply chain management.
- 12.1 Explain the concept of integrated marketing communication (IMC).
- 12.2 Explain the steps and considerations of developing IMC and marketing campaigns.
- 12.3 Describe various methods used to deliver marketing messages.
- 12.4 Explain sales and the sales process.
- 12.5 Explain how organizations measure marketing communication effectiveness.
- 13.1 Explain the benefits and challenges of globalization.
- 13.2 Explain how organizations can engage in global markets.
- 13.3 Describe the factors that influence and shape the global marketing environment.
- 14.1 Describe the components of the marketing plan.
- 14.2 Explain best practices for presenting a marketing plan.
- 14.3 Explain how organizations put their marketing plan into action.
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