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BUS602: Marketing Management
Sections
Course Introduction
Course Syllabus
Unit 1: Marketing and Strategic Planning
Unit 2: Environmental Scanning, Firm Resources and Capabilities
Unit 3: Segmentation, Targeting, Positioning, and Branding
Unit 4: Consumer, Organizational, and Service Marketing
Unit 5: Product Life Cycle, Marketing Research, and Product Development
Unit 6: Channels of Distribution, Supply Chain, and Logistics
Unit 7: Promotion and Pricing
Unit 8: The Marketing Plan
Study Guide
Final Exam Preparation
Course Feedback Survey
Certificate Final Exam
Resources
Activities
Quizzes
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BUS602: Marketing Management
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BUS602: Marketing Management
Sections
Unit 1: Marketing and Strategic Planning
Unit 1 Study Resources
Unit 1 Review Video
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Unit 1 Review Video
Watch this as you work through the unit and prepare to take the final exam.
Last modified: Friday, April 19, 2024, 1:55 PM
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Course Syllabus
Fundamentals of Marketing Basics
The Importance of Ethical Marketing
Ethics in Sales
Components of the Strategic Planning Process
Objectives and Strategies
Writing Your Plan
Executing Strategy
Performance Evaluation
Developing a Marketing Strategy
The Marketing Environment
SWOT Analysis
Marketing Plan Basics
Case Study: Sony
Study Guide: Unit 1
Unit 1 Assessment
The Scanning Process
PESTEL
Introduction to Industry Analysis
Five Competitive Forces Model
The Internal Environment
Four Characteristics of Strategic Resources
Marketing Capabilities in Entrepreneurial Firms
Case Study on Environmental Scanning
The 4 Ps of Marketing
What is a Product?
Video on Product: Mercedes
Pricing Strategies
iPhone Prices
Promotion Strategy
AIDA Marketing Strategies
Marketing Channel Strategies
Distribution Strategy
Case Study: Role of Marketing Mix
Unit 2 Review Video
Study Guide: Unit 2
Unit 2 Assessment
Segmentation
Geographic Segmentation
More on Geographic Segmentation
Demographic Segmentation
Case Study: Ecotourism in Kuala Selangor
Personality Segmenting Tool
Psychographic Segmentation and Health
Behavioral Targeting
Consumer Segments and Behavioral Patterns
Selecting Target Markets
Defining the Target Market
Target Audience Ads Using Facebook
Basic Sales Analyses and Market Share Impacts
The Great Reset
Responding to Competitors' Moves
Leverage Facebook with Hyper-Targeted Ads
Budgeting Methods
Competitive Advantage
Generic Strategies
Case Study: The Spanish Wine Industry
Unique Value Proposition
How To Differentiate Your Business
Repositioning
Branding Basics
Brand Essence
Raising Brand Awareness Through Internet Marketing Tools
Brand Loyalty
Brand Equity
University Branding
Unit 3 Review Video
Study Guide: Unit 3
Unit 3 Assessment
Creating Offerings
The Consumer's Decision Making Process
Impulse Buying
Automobile Financing
Factors That Influence Consumer's Buying Behavior
More on Factors
Case Study on Human Behavior
Characteristics of B2B Markets
Stages in the B2B Buying Process
Impact of Global Purchasing and Supplier Integration on Product Innovation
Buying Centers
Consultative Selling
Consultative Selling in a Complex B2B Sale
Outsourcing Decisions
Federal Procurement Data System
State Procurement
Case Study: Banking Industry in Iran
Service Design
Services Marketing
Life Insurance Sales
Unit 4 Review Video
Study Guide: Unit 4
Unit 4 Assessment
The Product Life Cycle
Product Life Cycle Management
Analysis of Product Life Cycle
Shortening Life Cycle and Complexity Impact on the Automotive Industry
Technology Adoption Life Cycle
Marketing Information Systems
Steps in the Marketing Research Process
Qualitative and Quantitative Research
Primary and Secondary Research
Observational Research Introduction
Creating Offerings
Bringing Products to Market: Crocs Shoes
Sustainable Product and Business Model Innovation
Case Study: Gochujang
Unit 5 Review Video
Study Guide: Unit 5
Unit 5 Assessment
Using Marketing Channels to Create Value for Customers
International Marketing
Distribution Measures
Using Channels: Unidesk
Designing Better Distribution Channels
Distribution Systems in Omni-Channel Retailing
Using Supply Chains to Create Value for Customers
What Is Supply Change Management
Value Chain Management in a Food Export Business
Preventing Leakage in the Value Chain
Creating Shared Value
Crude Oil Logistics
Logistics Definition
Ocean Transport
Shipping Terms
Warehouse Distribution Example
Container Distribution Example
Logistics and Data: Toward a Decision Support Tool
Unit 6 Review Video
Study Guide: Unit 6
Unit 6 Assessment
The Promotion (Communication) Mix
Factors Influencing the Promotion Mix, Communication Process, and Message Problems
Integrated Marketing Communications
More on IMC
Raising Brand Awareness Through Internet Marketing Tools
Price, the Only Revenue Generator
Break Even Graph Analysis
Breakeven Sensitivity Analysis
Multi-product Breakeven
Market Equilibrium: Demand and Supply Curves
Elasticity of Demand
Unit 7 Review Video
Study Guide: Unit 7
Unit 7 Assessment
The Marketing Plan
External Environment
Five Forces Model
Business Objectives
Product Strategy Overview
Target Marketing Mistake
Brand Positioning
Competitive Pricing Strategies
Promotion Mix
Case Study: Costco Distribution
Measuring and Evaluating Strategic Performance
Metrics
Marketing Strategy and the Marketing Plan
Unit 8 Review Video
Study Guide: Unit 8
Unit 8 Assessment
BUS602 Study Guide
Case Study 1 Review Video
Case Study 2 Review Video
Course Feedback Survey
BUS602: Certificate Final Exam
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