Principles of Marketing

1: What Is Marketing?

2: Marketing Function

3: Segmentation and Targeting

4: Marketing Strategy

5: Ethics and Social Responsibility

6: Marketing Information and Research

7: Consumer Behavior

8: Positioning

9: Branding

10: Product Marketing

11: Pricing Strategies

12: Place: Distribution Channels

13: Promotion: Integrated Marketing Communication (IMC)

14: Marketing Globally

15: Marketing Plan

1: What Is Marketing?

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

2: Marketing Function

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

3: Segmentation and Targeting

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

4: Marketing Strategy

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

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 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

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

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

7: Consumer Behavior

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

8: Positioning

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

9: Branding

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

9275 2

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

10: Product Marketing

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

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

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

12: Place: Distribution Channels

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

13: Promotion: Integrated Marketing Communication (IMC)

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

14: Marketing Globally

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

15: Marketing Plan

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