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BUS602: Marketing Management
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Course Introduction
Course Syllabus
Unit 1: Marketing and Strategic Planning
1.1: The Role of Marketing in the Firm
1.2: The Strategic Planning Process
1.2.1: Mission, Vision, and Objectives
1.2.2: Crafting the Strategy
1.2.3: Executing the Plan
1.2.4: Evaluating the Plan Execution
1.3: Marketing and the Strategic Plan
1.3.1: The Marketing Environment
1.3.2: Creating the SWOT Analysis
1.3.3: Crafting the Marketing Plan
Unit 1 Discussion
Unit 1 Study Resources
Unit 1 Assessment
Unit 2: Environmental Scanning, Firm Resources and Capabilities
2.1: The Process of Environmental Scanning
2.2: The Factors of the Macro Environment
2.3: The Factors of the Industry and Competitive Environment
2.4: The Firm's Resources and Capabilities
2.4.1: Determination of Resources
2.4.2: Determination of Capabilities
2.5: Deciding on the Marketing Mix
2.5.1: Product
2.5.2: Price
2.5.3: Promotion
2.5.4: Place (Distribution)
Unit 2 Discussion
Unit 2 Study Resources
Unit 2 Assessment
Unit 3: Segmentation, Targeting, Positioning, and Branding
3.1: Methods of Market Segmentation
3.1.1: Geographic Segmentation
3.1.2: Demographic Segmentation
3.1.3: Psychographic Segmentation
3.1.4: Behavioral Segmentation
3.2: Determination of Target Market(s)
3.2.1: Market Size
3.2.2: Expected Market Growth
3.2.3: Competitive Position
3.2.4: Cost of Reaching the Segment
3.2.5: Compatibility with the Organization's Resources
3.3.1: Developing a Competitive Advantage
3.3.2: Head-to-Head Positioning
3.3.3: Differentiation Positioning
3.3.4: Product Repositioning
3.4: Product Branding
3.4.2: Brand Loyalty
3.4.3: Brand Equity
Unit 3 Discussion
Unit 3 Study Resources
Unit 3 Assessment
Unit 4: Consumer, Organizational, and Service Marketing
4.1: Consumer Markets and Product Categories
4.1.1: The Consumer Purchase Decision Process
4.1.2: Affect and Cognition in Buyer Behavior
4.2: Organizational Market Types
4.2.1: The Organizational Purchase Decision Process
4.2.2: The Characteristics of Organizational Purchases
4.2.3 Non-Profit and Governmental Marketing
4.3: The Challenges of Marketing Services
4.3.1: The "4 Is" of Service Marketing
Unit 4 Discussion
Unit 4 Study Resources
Unit 4 Assessment
Unit 5: Product Life Cycle, Marketing Research, and Product Development
5.1: Product Life Cycle
5.1.1: Variations in Product Life Cycle
5.2: Marketing Research
5.2.1: The Marketing Research Process
5.2.2: Types of Marketing Research
5.3: Product Development
5.3.1: New Product Development
5.3.2: Product Redevelopment and Adaptation
Unit 5 Discussion
Unit 5 Study Resources
Unit 5 Assessment
Unit 6: Channels of Distribution, Supply Chain, and Logistics
6.1: Types of Distribution Channels
6.2: The Firm's Supply Chain
6.3: The Function of Logistical Management
6.3.1: Modes of Transport
6.3.2: Warehousing and Distribution
6.3.3: The Importance of Data Management
Unit 6 Discussion
Unit 6 Study Resources
Unit 6 Assessment
Unit 7: Promotion and Pricing
7.1: Methods of Product and Service Promotion
7.1.1 Determining the Appropriate Promotion Strategy for the Firm's Offerings
7.1.2: Integrated Marketing Communications
7.2: Understand the Various Methods of Pricing
7.2.1: Explain and Calculate Break-Even Analysis
7.2.2: Explain and Calculate Demand Elasticity
Unit 7 Discussion
Unit 7 Study Resources
Unit 7 Assessment
Unit 8: The Marketing Plan
8.1: Review of the Analysis of the Current Trends Within the External Macro Environment
8.2: Statement of the Firm's Marketing Objectives
8.3.1: Report of Product Strategy, Target Market, and Positioning Strategy
8.3.2: Report of Pricing Method to be Used
8.3.3: Report of the Promotional Strategy and Execution
8.3.4: Report of the Distribution Strategy and Execution
8.4: Monitoring the Results of the Marketing Plan Execution
8.5: A Marketing Plan Template
Unit 8 Discussion
Unit 8 Study Resources
Unit 8 Assessment
Study Guide
Final Exam Preparation
Course Feedback Survey
Certificate Final Exam
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Arts and Humanities
Art History
Communication
English
Philosophy
Business Administration
Computer Science
English as a Second Language
Professional Development
Business and Communication
College Success
Computer and Information Technology
General Knowledge for Teachers
Writing and Soft Skills
Science and Mathematics
Biology
Chemistry
Mathematics
Physics
Social Science
Economics
Geography
History
Political Science
Psychology
Sociology
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BUS602: Marketing Management
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