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Course Syllabus

BUS502: Strategic Marketing

Course Introduction

Course Syllabus

Unit 1: Marketing Planning Process

1.1: Marketing Plans and Strategies

1.2: Environmental Analysis

1.3: The Marketing Mix

1.4: Segmentation, Targeting, Positioning, and Differentiation

1.5: Ethics and Social Responsibility

Unit 1 Study Resources

Unit 1 Assessment

Unit 2: Marketing Research

2.1: Marketing Research

2.2: The Marketing Research Process

2.3: Primary and Secondary Research

2.4: Research Design

2.5: Data Evaluation and Analysis

2.6: Using Research Results

Unit 2 Study Resources

Unit 2 Assessment

Unit 3: Consumer Behavior

3.1: Consumer Behavior

3.2: The Buying Process

3.3: Influences on Consumer Behavior

3.4: Situational Influences

3.5: Social Influences

3.6: Personal Influences

3.7: Psychological Influences

3.8: Consumer Behavior and Marketing Strategies

Unit 3 Study Resources

Unit 3 Assessment

Unit 4: Brand Strategy

4.1: Brand

4.2: Brand Equity, Recognition, and Loyalty

4.3: Brand Management Strategies

4.4: Brand Management Through the Product Life Cycle

4.5 Brand Reputation

Unit 4 Study Resources

Unit 4 Assessment

Unit 5: Marketing Communications

5.1: Digital Marketing

5.2: SEO and Mobile Marketing

5.3: Social Media

5.4: Content Marketing and Email Marketing

5.5: Marketing Communications Metrics

5.6: Cultural and Legal Matters

Unit 5 Study Resources

Unit 5 Assessment

Study Guide

Final Exam Preparation

Course Feedback Survey

Certificate Final Exam

Saylor Direct Credit

Quizzes