(45
hours of instruction) In this course, you'll become familiar with the
role of marketing in business as well as the process of market analysis
and planning. Businesses want us to spend our money. So, every day,
whether we realize it or not, advertising companies target us. You
can't escape advertisements-they're everywhere. We encounter pop-up
windows while surfing the Internet, commercials while watching the
Super Bowl, and telemarketing calls while eating dinner. Marketing is a
widespread element in our society and one way or another, in one form
or another, it reaches every person.
Surprisingly, the essence of
marketing isn't products and services. Nor is it about selling. It's
also not about profits or beating competition. It's all about companies
creating and developing relationships with their customers. Effective
marketing efforts build a bond between customers and sellers, causing
customers to grow loyal to companies. Ads that do their job cause
customers to trust the companies from which they buy products and
services.
By the end of this course, armed with an insider's
understanding of the purpose of marketing and some critical new skills,
you'll know how to analyze buyers, markets, and products to develop an
effective marketing plan.
To purchase this course, click the Enroll Now button below:
Recommended Courses:
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This course includes all required textbooks and access to expert instructors who can be reached by phone or e-mail.
Course Schedule:
Week 1:
Introduction to Marketing, For-Profit and Non-for-Profit Organizations, and Products
Day 1: Introduction to Marketing
Required Reading—Chapter 1, pages 1-13
Required Discussion Area Posting—Introduction
Day 2: For-Profit and Not-for-Profit Organizations
Required Reading—Chapter 1, pages 15-22
Day 3: Products
Required Reading—Chapter 11, pages 352-366
Self-Quiz
Week 2:
Changes in Marketing, Developing Customer Loyalty, and Strategic Planning
Day 1: Marketing and Change
Required Reading—Chapter 1, pages 22-29
Required Discussion Area Posting—Marketing and the Web
Day 2: Customer Loyalty
Day 3: Strategic and Marketing Planning
Required Reading—Chapter 2, pages 40-49 and 54-56
Self-Quiz
Week 3:
Creating a Marketing Plan, Defining Target Markets, and Conducting Marketing Assessments
Day 1: Developing a Marketing Plan
Required Reading—Appendix, pages 62-68
Day 2: Introduction to Target Markets
Required Reading—Chapter 8, pages 258-279
Required Discussion Area Posting—Target Markets
Day 3: Marketing Assessments
Self-Quiz
Week 4:
Environmental Scanning, Technology's Impact on Marketing, and Political and Legal Environments
Required Reading—Chapter 3, pages 78-95
Day 1: Environmental Assessment
Day 2: Technology and Marketing
Day 3: Political and Legal Environments
Self-Quiz
Week 5:
Environmental Scanning, Competitive Analysis, and Positioning
Day 1: Environmental Analysis (continued)
Required Reading—Chapter 9, pages 293-296
Day 2: Competitive Analysis
Required Reading—Chapter 3, pages 80-84, and Chapter 9, page 308
Day 3: Positioning
Required Reading—Chapter 9, pages 309-310
Self-Quiz
Week 6:
Ethics in Business, Marketing Opportunities, and Target Markets
Day 1: Ethics
Required Reading—Chapter 1, pages 31-32, and Chapter 3, pages 97-108
Day 2: Evaluating Marketing Opportunities
Required Reading—Chapter 2, pages 54-56
Day 3: Target Markets
Required Reading—Chapter 9, pages 288-310
Research Project Assigned
Self-Quiz
Week 7:
Market Researching, Data Collection, and Consumer Buying Behavior
Day 1: Overview of Marketing Research
Required Reading—Chapter 8, pages 258-262
Day 2: Data Collection
Required Reading—Chapter 8, pages 262-276
Day 3: Consumer Buying Behavior
Required Reading—Chapter 5, pages 156-180
Self-Quiz
Week 8:
Business-to-Business Buying Behavior, the Buying Process, and Relationship Marketing
Day 1: Business-to-Business Buying Behavior
Required Reading—Chapter 6, pages 186-193 and 197-199
Day 2: The Business Buying Process
Required Reading—Chapter 6, pages 202-209
Day 3: Relationship Marketing
Required Reading—Chapter 10, pages 329-340
Self-Quiz
Week 9:
Technology and Marketing and the Marketing Mix
Day 1: Technology and Marketing
Required Reading—Chapter 4, pages 116-145
Day 2: The Marketing Mix
Required Reading—Chapters 2, pages 49-53, and Chapter 4, pages 354-366
Midterm Examination
Week 10:
The Product Life Cycle, Product Development Strategies, and Brand and Brand Management
Day 1: Product Life Cycle Management
Required Reading—Chapter 11, pages 370-375
Day 2: New Product Development
Required Reading—Chapter 12, pages 396-404
Day 3: Brand and Brand Management
Required Reading—Chapter 12, pages 382-396
Self-Quiz
Week 11:
Pricing Strategies, Price Determination, and Distribution
Day 1: Pricing Strategies
Required Reading—Chapters 18, pages 606-620, and Chapter 19, pages 626-648
Day 2: Methods Used to Determine Prices
Required Reading—Chapter 18, pages 608 and 613-618, and Chapter 19, pages 639-643
Day 3: Distribution
Required Reading—Chapter 13, pages 414-440
Self-Quiz
Week 12:
Logistics and Distribution, Retailing, and Nontraditional Retailing
Day 1: Logistics and Distribution
Required Reading—Chapter 13, pages 429-440
Day 2: Retailing
Required Reading—Chapter 14, pages 448-462
Day 3: Nontraditional Retailing
Required Reading—Chapter 14, pages 462-470
Self-Quiz
Week 13:
Integrated Marketing Communications, Promotional Strategies, and Advertised and Sales Promotion
Day 1: Integrated Marketing Communications
Required Reading—Chapters 15, pages 482-490
Required Discussion Area Posting—Integrated Marketing Communications and Promotional Strategies
Day 2: Promotional Strategies
Required Reading—Chapter 15, pages 490-513
Day 3: Advertising and Sales Promotion
Required Reading—Chapter 16, pages 520-545
Submit Research Project
Self-Quiz
Week 14:
The Sales Process and Developing a Marketing Plan
Day 1: Personal Selling and the Sales Process
Required Reading—Chapter 17, pages 555-587
Day 2: Developing a Marketing Plan
Required Reading—Chapter 2, pages 40-49
Day 3: More on Developing a Marketing Plan
Required Reading—Appendix, pages 62-68
Self-Quiz
Week 15:
Global Marketing and Course Review
Day 1: Global Marketing
Required Reading—Chapter 7, pages 220-247
Day 2: Course Review
Final Examination
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