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This course is a in-depth examination of marketing environments and marketing activities and their impact on organizational operations in competitive business settings. The course covers both domestic and international structure of the fundamental marketing functions of product, distribution, pricing, promotion, customer relations, advertising, and production. It discusses competition, consumer behavior, new product development and market strategies.
Learning Outcomes: - Rank the necessary tasks are for successful marketing management.
- Demonstrate how strategic planning is carried out at different levels of the organization.
- Classify the key methods for tracking and identifying opportunities in the macro-environment
- Summarize how marketers can assess their returns on investment of marketing expenditures
- Assess customer value, satisfaction, and loyalty, and how can companies deliver them
- Illustrate how consumer characteristics influence buying decisions
- Explain the business market, and how it differs from the consumer market
- Identify different levels of market segmentation
- Compare the important decisions in developing a branding strategy
- Demonstrate how a firm can choose and communicate an effective positioning in the market
- Formulate a plan to analyze competitors’ strategies, objectives, strengths, and weaknesses
- Interpret how companies can combine products to create strong co-brands or ingredient brands
- Explain how services are defined and classified, and how do they differ from goods
- Demonstrate how consumers process and evaluate prices
- Decide what work marketing channels perform
- Examine the major types of marketing intermediaries that occupy this sector
- Generalize the major steps in developing effective communications
- Define the major steps in developing effective communications
- Measure how companies use integrated direct marketing for competitive advantage
- Assess the challenges a company faces in developing new products
- Classify the factors a company should review before deciding to go abroad
- Illustrate the important trends in marketing practices
- Evaluate information critically and competently.
- Access information efficiently and effectively
- Practices ethical behavior in regard to information and information technology.
- Introduce self and explain course expectations
- Integrate the course concepts through interaction with other Learners and your Mentor.
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