- Description
- Objectives
- Outline
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As consumers, we each experience what could be marketing case studies every day. We are exposed to thousands of advertising messages. We develop needs, research solutions, evaluate options, make purchases, and experience satisfaction or disappointment. This makes marketing a particularly stimulating subject for teachers and learners since its practical application is visible every day. Old rules of marketing are no longer useful to those who want to influence these new consumer’s choices. Our Principles of Marketing course introduces students to the concepts and processes of marketing and takes them deeper into the work of marketing.
Prerequisite: None
After completing this course you should be able to:
- Identify the marketing process and how it fits into business operations
- Differentiate between categories of consumer criteria for determining value
- Recall the strategies used within each of the marketing mixes
- Recognize how to identify target markets and environments by analyzing demographics and consumer behavior
- Describe best practices for responsible marketing and how to manage marketing efforts
Principles of Marketing Module 1
Marketing Fundamentals
- What is Marketing and Value
- The History of Marketing
- Who Does Marketing?
- Delivering Customer Value
- Marketing Benefits Society
- The Value Proposition
- Strategic Planning
- Developing Organizational Objectives
- Strategic Portfolio Planning
Principles of Marketing Module 2
Consumer and Business Buying Behavior
- Factors that Influence Consumers’ Buying Behavior
- Stages in the Buying Process
- The Marketing Process: Crucial to Business Operations
- Situation Analysis
- Characteristics of Business to Business Markets
- B2B E-Commerce and Social Media Marketing
- International B2B Markets and Ethics in B2B Markets
Principles of Marketing Module 3
Market Segmenting, Targeting, and Positioning
- Targeted Marketing VS. Mass Marketing
- Segmenting and Targeting
- How Markets are Segmented
- Segmenting by Demographics
- Segmenting by Geography
- Selecting Target Markets
- Choosing Number of Markets to Target
- Positioning and Repositioning Offerings
Principles of Marketing Module 4
Product and Service Decisions
- What Comprises an Offering?
- Product, Price, and Service
- Product-Dominant Approach
- Service-Dominant Approach
- Types of Consumer Offerings
- Types of Business-to-Business Offerings
- Branding, Labeling, and Packaging
Principles of Marketing Module 5
Offerings and Marketing Channels
- New Offering Development Process
- Managing Products over the Course of the Product Life Cycle
- Marketing Channels and Channel Partners
- Typical Marketing Channels
- Functions Performed by Channel Partners
- Distribution
- Managing Inventory
- Marketing Channel Strategies
- Channel Dynamics
Principles of Marketing Module 6
Supply Chains
- Outsourcing and Offshoring
- Sourcing Strategies
- Supply Chain
- Product Tracking
- Demand Planning
- Inventory Control
- Warehousing and Transportation
- Track and Trace Systems
Principles of Marketing Module 7
Integrated Marketing Communications
- Consumer Purchasing Behavior
- Marketing Information Systems
- Marketing Research and Market Intelligence
- Integrated Marketing Communications
- Promotion (Communication) Mix
- Communication Process
- Message Strategies
- Advertising and Direct Marketing
- Public Relations
Principles of Marketing Module 8
Digital Marketing and Professional Selling
- Technological Factors
- Email Marketing
- E-Commerce Marketing
- Social Media Marketing
- Mobile Marketing
- Professional Selling
- Sales Metrics
- Ethics in Sales and Sales Management
- Outsourcing the Sales Function
Principles of Marketing Module 9
Customer Satisfaction and Price
- Customer Satisfaction, Loyalty, and Empowerment
- Ethics, Laws, and Customer Empowerment
- Pricing Framework
- Firm’s Pricing Objectives
- Factors that Affect Pricing Decisions
- Pricing Strategies
- Product Costs
- Price Adjustments
Principles of Marketing Module 10
The Marketing Plan
- Marketing Planning Roles
- Functions of a Marketing Plan
- Budget
- Forecasting
- Ongoing Marketing Planning and Evaluation
- The Marketing Audit
- Basic Principles of Marketing: Putting It All Together
**Outlines are subject to change, as courses and materials are updated.**
Ed4Career is committed to being both environmentally conscious and making it easier for you to study! We’re making your education mobile! All of our textbooks are now provided as eTextbooks. You can access them on your laptop, tablet, or mobile device and can study anytime, anywhere.
The move away from physical books to eTextbooks means you get the latest, most up-to-date version available. This also makes your training more accessible, so you can study anywhere you have your phone or tablet. The best part is that all materials are included in your training cost so there are NO extra fees for books!
Internet Connection
- Broadband or High-Speed - DSL, Cable, and Wireless Connections
*Dial-Up internet connections will result in a diminished online experience. Classroom pages may load slowly and viewing large audio and video files may not be possible.
Hardware Requirements
- Processor - 2GHz Processor or Higher
- Memory - 1 GB RAM Minimum Recommended
PC Software Requirements
- Operating Systems - Windows 7 or higher
- Microsoft Office 2013 or higher. Also, you could use a general Word Processing application to save and open Microsoft Office formats (.doc, .docx, .xls, .xlsx, .ppt, .pptx)
- Internet Browsers - Google Chrome is highly recommended
- Cookies MUST be enabled
- Pop-ups MUST be allowed (Pop-up Blocker disabled)
- The Kindle Reader App or VitalSource Bookshelf App are needed for many of our courses (No special equipment needed. This can be downloaded for FREE onto your computer.)
- PowerPoint Viewer (if you do not have PowerPoint)
- Adobe PDF Reader
- QuickTime, Windows Media Player &/or Real Player
MAC Software Requirements
- Operating Systems - Mac OS x 10 or higher with Windows
- Mac office programs or a Word Processing application to save and open Microsoft Office formats (.doc, .docx, .xls, .xlsx, .ppt, .pptx)
- Internet Browsers- Google Chrome is highly recommended
- Cookies MUST be enabled
- Pop-ups MUST be allowed (Pop-up Blocker disabled)
- The Kindle Reader App or VitalSource Bookshelf App are needed for many of our courses (No special equipment needed. This can be downloaded for FREE onto your computer.)
- PowerPoint Viewer (if you do not have PowerPoint)
- Adobe PDF Reader
- Apple QuickTime Media Player
