Foundations of Marketing PDF

Preview

Summary

Marketing Module...

Description

Foundations of Marketing

COURSE SYLLABUS

Written & Delivered By:

Foundations of Marketing

1

Required Readings Each Section will have several topics related to Marketing. Be sure to read through the materials and take the Section Review assessment at the end of each one. These are designed to test your knowledge and prepare you for the comprehensive assessment at the end of the module.

Module Overview Marketing is involved in designing products that customers will enjoy, pricing them appropriately, making them available for purchase at easy points of access in the marketplace, and advertising the products’ benefits to the customers. Marketing is not “soft”, it’s not an “art”, and it’s not intuitive. Great marketing is based on sound, logical economic and psychological laws of human and organizational behavior. Scientific and rigorous ways to think about marketing issues are what make companies successful. Marketing can make customers happier and thus companies more profitable. Marketing can also make the world a better place. Marketers must know what factors to consider in the phases of marketing execution. The Marketing Framework includes the 5 Cs, STP, and 4 Ps. The 5 Cs are customer, company, context, collaboration, and competitors. STP stands for segmentation, targeting, and positioning. The 4 Ps are product, price, promotion, and place. Marketing is everywhere, encompasses a wide variety of pursuits, and is an ongoing process.

2

Section Overview

What is Marketing? •

Marketing is an Exchange Relationship

•

Why is Marketing Important?

•

The Marketing Framework

•

The Marketing Science of Customer Behavior

Marketing Segmentation •

Why Segment?

•

What are Market Segments?

•

How do Marketers Segment the Market?

Channels of Distribution and Business Marketing Networks and Logistics •

What is Distribution?

•

What are Distribution Channels, Logistics, and Supply Chain Management?

Marketing Research Tools •

What is Marketing Research, and Why is it Useful to Marketers? o How to Do Cluster Analysis for Segmentation

•

How to Do Perceptual Mapping for Positioning

•

How to Conduct Focus Groups for Concept Testing

•

How to Do Conjoint for Testing Attributes

•

How to Look at Scanner Data for Pricing and Coupon Experiments and Brand Switching

•

How to Conduct Surveys for Assessing Customer Satisfaction

•

How to Use Network Methods to Identify the Opinion Leader in Efforts on Buzz Marketing And Online Marketing Research

3

Marketing Strategy •

Portfolio Assessment

•

Measures to Facilitate Marketing Strategy

•

Goals

•

Strategies to Achieve Goals

Expected Student Learning Outcomes At the conclusion of the course, students will be able to: 1. Explain marketing and its importance. 2. Describe the 5 C, STP, and 4 P frameworks. 3. Discuss segmentations and their importance to customers. 4. Identify indicators of good segmentation. 5. Define distribution/channel intensity. 6. Recognize the impact of channel power on channel behavior. 7. Review the importance of research in marketing decision making. 8. Apply marketing research tools in business situations. 9. Describe the role corporate identity plays in strategic behavior. 10. Recognize the significance of marketing metrics in strategy.

Module Assessment Module Assessment - a comprehensive 20-question assessment will be given. Learners must score at least an 80% to pass the module.

4

Sections and Activities

Theme Section 1

Sections/Activities Section Introduction What is Marketing? •

Marketing is an

Assignments • • • •

Exchange Relationship •

Why is Marketing Important?

•

The Marketing

Relationship •

Why is Marketing Important?

•

The Marketing Framework

•

The Marketing Science of Customer

Framework •

The Marketing Science of Customer Behavior

Section 2

Marketing Segmentation •

Why Segment?

•

What are Market Segments?

•

How do Marketers Segment the Market?

Section 3

Section Purpose Section Overview Section Introduction Video Marketing is an Exchange

Behavior •

Section Review

• • •

Introduction Marketing Segmentation Why Segment

How do Marketers Segment the Market • Summary • Section Review •

Channels of Distribution and Business Marketing Networks

•

Introduction

and Logistics

•

What is Distribution?

•

What are Distribution Channels,

•

What is Distribution?

•

What are Distribution

Logistics, and Supply Chain Management?

Channels, Logistics, and Supply Chain

•

Summary

Management?

•

Section Review

5

Section 4

Marketing Research Tools •

What is Marketing Research, and Why is it

• •

Why is it Useful to Marketers?

Useful to Marketers? •

How to Do Cluster Analysis

•

How to Do Perceptual

•

How to Conduct Focus

•

• •

•

•

Brand Switching

Data for Pricing and •

How to Conduct Surveys

•

How to Use Network Methods to Identify the Opinion Leader in Efforts

for Assessing Customer

on Buzz Marketing And Online

Satisfaction •

How to Conduct Surveys for Assessing Customer Satisfaction

Brand Switching •

How to Look at Scanner Data for Pricing and Coupon Experiments and

How to Look at Scanner

Coupon Experiments and

How to Do Conjoint for Testing Attributes

How to Do Conjoint for Testing Attributes

How to Conduct Focus Groups for Concept Testing

Groups for Concept Testing

How to Do Perceptual Mapping for Positioning

Mapping for Positioning •

How to Do Cluster Analysis for Segmentation

for Segmentation •

Introduction What is Marketing Research, and

Marketing Research

How to Use Network Methods to Identify the

•

Summary

Opinion Leader in Efforts

•

Section Review

•

Introduction

on Buzz Marketing And Online Marketing Research

Section 5

Marketing Strategy •

Portfolio Assessment

•

Portfolio Assessment

•

Measures to Facilitate

•

Measures to Facilitate Marketing

Marketing Strategy •

Goals

Strategy •

Goals 6

•

Strategies to Achieve

•

Strategies to Achieve Goals

Goals

• •

Summary Section Review

Final Assessment

20-question assessment

Section Hours Learner hours for the Section are as follows: Section 1

2.5 Hours

Section 2

3

Hours

Section 3

3

Hours

Section 4

2.5 Hours

Section 5

3

Hours

Module Summary and Assessment Total Module Hours:

1

Hours 15 hours

7...