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This course is intended to present a strategic and integrative perspective about marketing that goes beyond the basic explanation of terms and concepts. It discusses how the use of the Internet and information technology has influenced marketing and managers of marketing in today's competitive business world. This course appraises new marketing opportunities from product or service development to sales strategies and product mix.
Learning Outcomes: - Outline the basic marketing philosophies and job of the marketing manager.
- Define a framework for a complete marketing strategy.
- Discuss the marketing research process regarding primary and secondary data sources.
- Examine the reasons behind consumer purchase decisions.
- Differentiate between industrial vs. consumer marketing.
- Constructing a thorough competitor analysis.
- Describe the process of branding and product positioning.
- Discuss the factors that affect new product success or failure.
- Examine how pricing is done and the role of costs in marketing.
- Interpret the relationship between communications and advertising strategy.
- Define the different types of sales promotion and strategies.
- Discuss the importance of channels of distribution.
- Summarize the techniques of setting sales quotas and compensation amounts.
- Illustrate the importance and method of preserving good customer relationships.
- Explain Channels of Distribution in relation to the marketing mix.
- Integrate the course concepts through interaction with other Learners and your Mentor.
- Introduce self and explain course expectations.
- Access information efficiently and effectively.
- Evaluate information critically and competently.
- Practices ethical behavior in regard to information and information technology.
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