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MKT113: Introduction to Marketing

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
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Mark’s Courses

Penn Highlands Community College
BUS110: Introduction To Business
BUS125: Management Principles
BUS206: Operations Management
ECO100: Macroeconomics
ACP100: Academic & Career Planning

Southern New Hampshire University
MKT113: Introduction To Marketing
MKT205: Applied Marketing Strategies
MKT229: Integrated Marketing Communications

CONTACT

Penn Highlands:
mparfitt@pennhighlands.edu

SNHU:
m.parfitt@snhu.edu

Phone/Text/Signal:
814-404-3144

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