Module

Issues + Resources

1

Introduction

This module serves as an introduction to the company, the technology, and the letter from the Director. It includes a basic orientation to the company, its industry, market segments, product lines, and competition. It also includes a description of the issues, knowledge, and skills addressed in the course.

2

Defining Marketing in the 21^st Century; Developing and Implementing Marketing Strategies (Marketing Strategies)

§ Understand the importance of marketing.

§ Learn the scope of marketing.

§ Survey company orientations toward the marketplace.

§ Learn fundamental marketing concepts, trends, and tasks.

3

Understanding Markets, Demand, Segments; Creating Customer Value (Market Realities)

§ Support marketing decisions with information, intelligence, and research.

§ Perform forecasting and demand measurement.

§ Analyze macro-environmental trends and forces.

§ Define customer value and satisfaction.

4

Analyzing Consumer Markets and Business Markets (Buyers and Consumers)

§ Determine what influences consumer behavior.

§ Understand the buying decision process: the five-stage model.

§ Determine what is organizational buying.

§ Determine the participants in the business buying process.

§ Learn the stages in the business buying process.

5

Identifying Market Segments; Creating Brand Equity (Segmentation)

§ Learn levels of market segmentation.

§ Understand segmenting consumer and business markets.

§ Define and perform market targeting.

6

Positioning and Dealing with Competition; Setting Product Strategy (Branding and Positioning)

§ Define, build, measure, and manage brand equity.

• Develop a brand strategy.
• Develop and communicate a positioning strategy and differentiation strategies.
• Analyze competitive forces and strategies, and competitors.

7

Designing and Managing Services; Developing Pricing Strategies (Product and Pricing)

• Define product characteristics, classifications, and relationships.
• Understand packaging, labeling, warranties, and guarantees.

§ Understand new product management and the consumer adoption process.Understand the nature of services and marketing strategies for service firms

§ Understand managing service quality and product support services

8

Designing and Managing Value Networks and Channels; Managing, Retaining, and Wholesaling Logistics (Pricing and Channels)

§ Understand pricing (setting the price, adapting the price, and initiating and responding to price changes).

§ Define marketing channels and value networks

§ Explain the role of marketing channels as well as channel-design decisions, channel-management decisions, and channel dynamics

§ Survey e-commerce marketing practices.

9

Designing and Managing Integrated Marketing Communications and Mass Communications (Logistics and Communications)

§ Understand retailing, private labels, wholesaling, and market logistics.

§ Understand the role of marketing communications, and develop effective communications.

§ Decide on the marketing communications mix.

§ Manage the integrated marketing communications process.

10

Managing Personal Communications; Marketing Globally (Mass Media and Global Marketing)

§ Develop and manage an advertising program, sales promotion, events, and public relations.

§ Define direct marketing and interactive marketing.

§ Design and manage the sales force.

§ Understand principles of personal selling.

§ Manage marketing in the global economy.

11

Final Exam