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Module 1: What Is Marketing? Why It Matters: What Is Marketing? Introduction to Marketing Marketing Defined Introduction to Marketing in Action Marketing in Action Introduction to the Marketing Concept The Marketing Concept Introduction to Marketing and Customer Relationships Marketing and Customer Relationships Introduction to the Way Organizations Use Marketing How Organizations Use Marketing Introduction to the Value of Marketing The Value of Marketing Putting It Together: What Is Marketing? Discussion: Self-Introduction	Module 2: Marketing Function Why It Matters: Marketing Function Introduction to the Importance of Customers Why Customers Matter Introduction to Segmentation and Targeting Defining Your Target Market Introduction to the Value Proposition Value for the Customer Communicating the Value Proposition Introduction to the Evaluation of Value Propositions Value Proposition Examples Introduction to the Marketing Mix Defining the Marketing Mix Components of the Marketing Mix Introduction to Using the Marketing Mix Finding the Right Marketing Mix Case Study: Chobani Introduction to the Role of the Marketing Plan The Role of the Marketing Plan Simulation: Ice Cream Magnate Putting It Together: Marketing Function Discussion: Analyzing Marketing Efforts Assignment: Submit Marketing Plan Template	Module 3: Segmentation and Targeting Why It Matters: Segmentation and Targeting Introduction to the Purpose of Segmentation and Targeting The Purpose of Market Segmentation and Targeting Introduction to Common Segmentation Approaches Segmentation Criteria and Approaches Introduction to Segmentation Decisions Choosing a Segmentation Approach and Target Segments Case Study: eHarmony Targets Women Introduction to Targeting and the Marketing Mix Targeting Strategies and the Marketing Mix Case Study: Red Bull Wins the “Extreme” Niche Simulation: Segmenting the Ice Cream Market Putting It Together: Segmentation and Targeting
Module 4: Marketing Strategy Why It Matters: Marketing Strategy Introduction to Marketing Strategy Alignment Strategy and Tactics The Mission Statement Strategy and Objectives Introduction to Marketing Strategy Mechanics Creating the Marketing Strategy Optimizing the Marketing Mix Implementation and Budget Evaluating Marketing Results Introduction to Strategic Planning Tools SWOT Analysis BCG Matrix Strategic Opportunity Matrix Introduction to Examples of Corporate Strategies Market Penetration Example Market Development Example Product Development Example Diversification Example Introduction to Customer Relationships Customer-Relationship Strategies and Management Putting It Together: Marketing Strategy Assignment: Marketing Plan, Part I	Module 5: Ethics and Social Responsibility 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 Introduction to Regulatory Laws Product Liability Privacy Laws Fraud in Marketing Introduction to B2B- and B2C-Marketer Ethical Dilemmas Ethics in B2B Marketing Gifts and Bribes Introduction to Ensuring Ethical Marketing and Sales A Culture of Accountability Executive Role in Ethics Ethics for Marketing Employees Simulation: Ethics Introduction to Social Responsibility Marketing Impact Social Responsibility in the Marketing Strategy Social Responsibility Initiatives Putting It Together: Ethics and Social Responsibility Discussion: Analyzing Social Responsibility	Module 6: Marketing Information and Research 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 Introduction to the Marketing Research Process The Marketing Research Process Introduction to Marketing Research Techniques Secondary Marketing Research Primary Marketing Research Methods Introduction to Marketing Data Sources Marketing Data Sources Introduction to Customer Relationship Management (CRM) Systems Customer Relationship Management Systems Introduction to Using Marketing Information Using Marketing Information Putting It Together: Marketing Information and Research
Module 7: Consumer Behavior Why It Matters: Consumer Behavior Introduction to Buying Process Stages The “Black Box” of Consumer Behavior Buying-Process Stages Introduction to Low-Involvement vs. High-Involvement Decisions Low-Involvement vs. High-Involvement Decisions Introduction to Factors Influencing Consumer Decisions Influences on Consumer Decisions Situational Factors Personal Factors Psychological Factors Social Factors Introduction to B2B Purchasing Decisions Organizational Buyer Behavior The Organizational Buying Process Putting It Together: Consumer Behavior Discussion: Customer Profile	Module 8: Positioning Why It Matters: Positioning Introduction to Defining Positioning and Differentiation Defining Positioning and Differentiation Introduction to the Positioning Process The Positioning Process Introduction to Developing Positioning Statements Developing Positioning Statements Introduction to Repositioning Repositioning Introduction to Implementing a Positioning Strategy Implementing Positioning Strategy Putting It Together: Positioning Discussion: Positioning and Differentiation	Module 9: Branding Why It Matters: Branding Introduction to Elements of Brand Elements of Brand Types of Brands Introduction to Brand Equity Brand Equity Introduction to Brand Positioning and Alignment Brand Positioning and Alignment Introduction to Name Selection Name Selection Introduction to Packaging Packaging Introduction to Brand Development Strategies Brand Development Strategies Putting It Together: Branding Assignment: Marketing Plan, Part 2
Module 10: Product Marketing Why It Matters: Product Marketing Introduction to Products and Marketing Mix Defining Product Consumer Product Categories Products and Services Augmenting Products with Services Product Marketing in the Marketing Mix Product Life Cycle Stages of the Product Life Cycle Reading: Marketing through the Product Cycle Challenges in the Product Life Cycle Introduction to Product Portfolio Management The Product Portfolio Achieving Portfolio Objectives New Products in the Portfolio Introduction to New Product Development Process Overview of the New-Product Development Process Generating and Screening Ideas Developing New Products Commercializing New Products Introduction to Challenges for New Products Diffusion of Innovation Improved Success in Product Development Putting It Together: Product Marketing Discussion: Product Strategy	Module 11: Pricing Strategies Why It Matters: Pricing Strategies Introduction to the Impact of Pricing on Value Demonstrating Customer Value The Psychology of Pricing Introduction to Pricing Considerations Pricing Objectives Break-Even Pricing Competitor Impact on Pricing Benefits of Value-Based Pricing Introduction to Common Pricing Strategies Skim Pricing Penetration Pricing Cost-Oriented Pricing Discounting Strategies Introduction to Price Elasticity Elasticity and Price Changes Products with Elastic and Inelastic Demand Simulation: Demand for Food Trucks Introduction to Competitive Bidding Competitive Bidding Price in the Competitive Bid Putting It Together: Pricing Strategies Discussion: Pricing Strategy	Module 12: Place: Distribution Channels Why It Matters: Place: Distribution Channels Introduction to Using Channels of Distribution Define Channels of Distribution Distribution Objectives Channel Structures The Role of Intermediaries Marketing Channels vs. Supply Chains Simulation: Distribution Introduction to Managing Distribution Channels Optimizing Channels Third-Party Sales Service Outputs Introduction to Retailers As Channels of Distribution Retailing Types of Retailers Retail Strategy Introduction to 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 Discussion: Distribution Strategy
Module 13: Promotion: Integrated Marketing Communication (IMC) Why It Matters: Promotion: Integrated Marketing Communication (IMC) Introduction to Integrated Marketing Communication (IMC) Integrated Marketing Communication (IMC) Definition Marketing Campaigns and IMC Introduction to the Marketing Message Defining the Message Introduction to IMC Objectives and Approach Determining IMC Objectives and Approach Introduction to Marketing Communication Methods Advertising Public Relations Sales Promotions Direct Marketing Personal Selling Digital Marketing Guerrilla Marketing Simulation: IMC Hero Introduction to Using IMC in the Sales Process Using IMC in the Sales Process Introduction to Customer Relationship Management (CRM) Systems and IMC Customer Relationship Management (CRM) Systems and IMC Introduction to Measuring Marketing Communication Effectiveness Measuring Marketing Communication Effectiveness Introduction to Developing a Marketing Campaign and Budget Developing a Marketing Campaign and Budget Putting It Together: Promotion: Integrated Marketing Communication (IMC) Discussion: Marketing Campaign Concept Assignment: Complete Marketing Plan	Module 14: Marketing Globally Why It Matters: Marketing Globally Introduction to Globalization Benefits and Challenges Globalization Benefits and Challenges Introduction to Global Competition Approaches Entry Strategies in Global Markets Approaches to Global Competition Applying Marketing Principles in the Global Environment 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 Discussion: Global Marketing Module 15: Marketing Plan Why It Matters: Marketing Plan Introduction to Elements of the Marketing Plan Elements of the Marketing Plan 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 Assignment: Marketing Plan Peer Review Assignment: Marketing Plan Presentation

Module 1: What Is Marketing?

Module 2: Marketing Function

Module 3: Segmentation and Targeting

Module 4: Marketing Strategy

Module 5: Ethics and Social Responsibility

Module 6: Marketing Information and Research

Module 7: Consumer Behavior

Module 8: Positioning

Module 9: Branding

Module 10: Product Marketing

Module 11: Pricing Strategies

Module 12: Place: Distribution Channels

Module 13: Promotion: Integrated Marketing Communication (IMC)

Module 14: Marketing Globally

Module 15: Marketing Plan

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