Module 1: Introduction To Marketing
- What is Marketing?
- Marketing in Action
- The Marketing Concept
- Marketing and Customer Relationships
- How Organizations Use Marketing
- The Value of Marketing
- Why Customers Matter
- Defining Your Target Market
- Value for the Customer
- Communicating the Value Proposition
- The Value Proposition in Action
- The Marketing Mix
- Components of the Marketing Mix
- Finding the Right Marketing Mix
- The Role of the Marketing Plan
Module 2: Target Marketing
- Target Market Segmentation
- Market Segmentation & Targeting
- Segmentation Criteria & Approaches
- Choosing a Segmentation Approach and Target Segments
- Targeting Strategies and the Marketing Mix
- Brand Positioning & Alignment
- SWOT Analysis
Module 3: Consumer Behavior
- Market Exchange & Consumer Behavior
- Consumer Decision Process
- Low-Involvement vs High-Involvement Decisions
- Influences on Consumer Behavior
- Organizational Buyer Behavior
- Organizational Buyer Process
Module 4: Marketing Channels
- Channels of Distribution
- Distribution Objectives
- Channel Structures
- Wholesalers as Intermediaries
- Marketing Channels vs Supply Chains
- Optimizing Channels
- Third-Party Sales
- Service Outputs
- Retailing
- Types of Retailers
- Retail Strategy
- Supply Chain Components
- Integrated Supply Chain Management
Module 5: Advertising & Public Relations
- Integrated Marketing Communications
- Marketing Campaigns
- Messaging
- Advertising Objectives & Approaches
- Advertising
- Public Relations
- Sales Promotions
- Personal Selling
- Direct Marketing
- Digital Marketing
- Guerrilla Marketing
- Using IMC in the Sales Process
- Customer Relationship Management Systems
- Key Performance Indicators
- Developing a Marketing Campaign & Budget
Module 6: Social Media
Module 7: Social Responsibility and Brand
- Ethical Issues in Marketing
- Corporate Social Responsibility
- Social Responsibility Initiatives
- Product Liability
- Privacy Laws
- Fraud in Marketing
- Ethics in B2B Marketing
- Gifts & Bribes
- A Culture of Accountability
- Executive Role in Ethics
- Ethics for Marketing Employees
Module 8: Market Research
- The Importance of Marketing Information and Research
- Types of Marketing Information
- Marketing Research Process
- Secondary Research
- Primary Research
- Marketing Data
- Data From CRM Systems
- Using Marketing Information
