• Course Introduction

        • Time: 45 hours
        • Free Certificate
        In this course, you will learn the important components of marketing and marketing strategy. Since this is a graduate-level course, we will take a strategic approach as we navigate through the various units. You are therefore expected to think strategically as a marketing manager or upper-level marketing executive does. We will begin with the strategic planning process and the role of marketing in this process. We will then move into the external environment and address various components of the external environment within which the marketer must function. Afterward, we will look at the marketing mix, otherwise referred to as the 4Ps of marketing: product, price, promotion, and place. Marketers exercise the components of the marketing mix in accordance with the teaching plan of the firm while confronted with the dynamic aspects of the external environment. Finally, you will discover the importance of a strategic marketing plan and learn how the marketing plan aligns with the mission and vision of the firm and the stated objectives of the firm's strategic plan.

      • Unit 1: Marketing and Strategic Planning

        Marketing is a key function within organizations. Marketing a firm's goods and services is strategic and tactical. The strategic plan of a firm will incorporate a marketing plan.

        Completing this unit should take you approximately 4 hours.

      • Unit 2: Environmental Scanning, Firm Resources and Capabilities

        Environmental scanning is necessary to observe current trends and changes within the macro-environment, industry, and competitive environment. This analysis, together with the firm's resources and capabilities, is considered to set the course of action using the marketing mix – the 4 Ps.

        As discussed in Unit 1, we learned that environmental scanning is a key component of developing the firm's strategic plan. In Unit 2, we will discuss the important role that marketing plays in developing and executing the environmental scanning process.

        Completing this unit should take you approximately 7 hours.

      • Unit 3: Segmentation, Targeting, Positioning, and Branding

        Market segmentation is necessary for the determination of target markets. The firm must commit resources to the identified target markets that are most likely to respond to marketing actions undertaken by the firm. The firm must identify the position of its offerings, whereby the consumer understands the differentiated attributes of the products or services offered and the value proposition offered to the consumer. Branding goods and services is important for many marketers to develop brand loyalty and equity.

        Completing this unit should take you approximately 10 hours.

      • Unit 4: Consumer, Organizational, and Service Marketing

        Consumer and organizational marketing differ in several aspects and approaches undertaken by the firm. Consumer buying behaviors differ from buying behaviors and processes undertaken by organizations. Service marketing presents different challenges to firms providing services solely or services related to product offerings.

        Completing this unit should take you approximately 6 hours.

      • Unit 5: Product Life Cycle, Marketing Research, and Product Development

        The product life cycle, an important strategic concept, varies according to the product or service offered, and determines the extent and frequency of new product offerings. Marketing research informs the firm about consumer needs and purchasing characteristics to guide marketing actions. Product development is key to the firm's sustainable marketing activities.

        Completing this unit should take you approximately 5 hours.

      • Unit 6: Channels of Distribution, Supply Chain, and Logistics

        Channels of distribution determine how a firm intends to deliver the product to the consumer. It represents the "place" of the 4 Ps, the marketing mix. Supply chain represents the sourcing of materials and is also a channel of distribution for suppliers of the firm. Logistics concerns the physical distribution of products and services to the consumer.

        Completing this unit should take you approximately 7 hours.

      • Unit 7: Promotion and Pricing

        Product promotion, informing your target market of your products and services, is executed in several ways. The firm must decide on the appropriate mix of promotional messages to deliver to the customer, based upon the target market, combined with the resources of the firm. Pricing of the firm's offerings is determined by the firm's target segments and positioning strategy.

        Completing this unit should take you approximately 3 hours.

      • Unit 8: The Marketing Plan

        The marketing plan provides the strategic objectives and actions to be undertaken to successfully market the goods and services offered by the firm. An understanding of the written plan of marketing objectives and initiatives, a plan of execution, and a schedule of timely reviews of the execution tactics and results will be demonstrated.

        Completing this unit should take you approximately 3 hours.

      • Study Guide

        This study guide will help you get ready for the final exam. It discusses the key topics in each unit, walks through the learning outcomes, and lists important vocabulary. It is not meant to replace the course materials!

      • Course Feedback Survey

        Please take a few minutes to give us feedback about this course. We appreciate your feedback, whether you completed the whole course or even just a few resources. Your feedback will help us make our courses better, and we use your feedback each time we make updates to our courses.

        If you come across any urgent problems, email contact@saylor.org.

      • Certificate Final Exam

        Take this exam if you want to earn a free Course Completion Certificate.

        To receive a free Course Completion Certificate, you will need to earn a grade of 70% or higher on this final exam. Your grade for the exam will be calculated as soon as you complete it. If you do not pass the exam on your first try, you can take it again as many times as you want, with a 7-day waiting period between each attempt.

        Once you pass this final exam, you will be awarded a free Course Completion Certificate.