Principles of Marketing

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.**