Principles of Marketing

Principles of Marketing Module 1
Marketing Strategy and Customer Relationships

• Defining Marketing
• Understanding the Marketing Concept
• Customer Relationship Management
• The Importance of Marketing in Our Global Economy
• The Strategic Planning Process
• Establishing Mission, Goals, and Strategies
• Analyzing Organizational Resources and Opportunities
• Developing Marketing Objectives and Marketing Strategies

Principles of Marketing Module 2
Environmental Forces and Social and Ethical Responsibilities

• Examining and Responding to the Marketing Environment
• Competitive and Economic Forces
• Political, Legal, and Regulatory Forces
• Technological and Sociocultural Forces
• The Nature of Social Responsibility
• Marketing Ethics
• The Nature of Marketing Ethics
• Improving Marketing Ethics

Principles of Marketing Module 3
Marketing Research and Target Market Analysis

• The Importance of Marketing Research
• Types of Research
• The Marketing Research Process
• Using Technology to Improve Marketing Information Gathering and Analysis
• What Are Markets?
• Developing Sales Forecasts

Principles of Marketing Module 4
Buying Behavior, Global Marketing, and Digital Marketing

• Consumer Buying Decision Process
• Types of Consumer Decision Making and Level of Involvement
• Business Markets
• Six Dimensions of Marketing to Business Customers
• The Nature of Global Marketing Strategy
• Environmental Forces in Global Markets
• Defining Digital Marketing
• Growth and Benefits of Digital Marketing

Principles of Marketing Module 5
Product Decisions

• What Is a Product?
• Classifying Products
• Managing Existing Products
• Developing New Products
• The Growth and Importance of Services
• Characteristics of Services

Principles of Marketing Module 6
Distribution Decisions

• Foundations of the Supply Chain
• The Role of Marketing Channels in Supply Chains
• Types of Marketing Channels
• Intensity of Market Coverage
• Online Retailing
• Brick-and-Mortar Retail
• Strategic Issues in Retailing
• Direct to Consumer Marketing

Principles of Marketing Module 7
Promotion Decisions

• The Nature of Integrated Marketing Communications
• Promotion and the Communication Process
• The Nature and Types of Advertising
• Developing an Advertising Campaign
• The Nature and Goals of Personal Selling
• Steps of the Personal Selling Process

Principles of Marketing Module 8
Pricing Decisions

• The Importance of Price in Marketing
• Price and Nonprice Competition
• Demand Curves and Price Elasticity
• Demand, Cost, and Profit Relationships
• Development of Pricing Objectives
• Assessment of the Target Market’s Evaluation of Price
• Evaluation of Competitors’ Prices
• Selection of a Basis for Pricing

**Outlines are subject to change, as courses and materials are updated.**