Explore the entire marketing process, from identifying and targeting your customer base to creating value that will appeal to your consumers and marketing and distributing your product.
In this course, you will learn about the marketing process and examine the range of marketing decisions an organization must make to sell its products and services. You will also learn how to think like a marketer – and the best marketers know that the focus of marketing has always been on the consumer. You will begin to think about who the consumer of goods and services is, what the consumer needs, and what the consumer wants. Marketing is an understanding of how to communicate with the consumer. Four activities characterize marketing: creating products and services that serve consumers, communicating a clear value proposition, delivering products and services in a way that optimizes value, and exchanging (or trading) value for those offerings.
- Unit 1: The Definition and Principles of Marketing
- Unit 2: Segmenting, Targeting, and Positioning
- Unit 3: Customers and Marketing Research
- Unit 4: Life Cycles, Offers, Supply Chains, and Pricing
- Unit 5: Distribution and Promotion
- Unit 6: Launching a Marketing Campaign
- Unit 7: Social Media Marketing
- Describe the fundamental marketing concepts and terminology;
- Explain the difference between marketing, advertising, and sales;
- Describe the process of market research;
- Describe the concept of pricing;
- Explain product strategy, including the concepts of product life cycle, positioning, and pricing;
- Define competition and explain competitive analysis;
- Analyze the process of distribution and explain marketing channels;
- Identify the key elements of product promotions;
- Explain how to develop a marketing plan and apply the principles of marketing in creating a marketing plan; and
- Explain social media's place in the integrated marketing communications process.