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BUS502: Strategic Marketing
Sections
Course Introduction
Course Syllabus
Unit 1: Marketing Planning Process
Unit 2: Marketing Research
Unit 3: Consumer Behavior
Unit 4: Brand Strategy
Unit 5: Marketing Communications
Study Guide
Final Exam Preparation
Course Feedback Survey
Certificate Final Exam
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BUS502: Strategic Marketing
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BUS502: Strategic Marketing
Sections
Final Exam Preparation
Case Study 2 Review Slides
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Case Study 2 Review Slides
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Course Syllabus
Marketing Plans and Strategies
Creating the Marketing Strategy
SWOT Analysis
Internal and External Factors
PESTEL
An Organization and Its Environment
An Organization and Its Environment
The 4 Ps
Segmentation, Targeting and Positioning
The Purpose of Market Segmentation and Targeting
Segmentation Criteria and Approaches
Choosing a Segmentation Approach and Target Segments
Defining Your Target Market
Targeting Strategies and the Marketing Mix
Defining Positioning and Differentiation
The Positioning Process
Implementing Positioning Strategy
Differentiation
Why It Matters: Ethics and Social Responsibility
Issues in Marketing
Common Ethical Concerns in Marketing
Ethics in Data Collection and Advertising
Socially Responsible Marketing Strategies
CSR and Your Marketing Strategy
How Social Responsibility in Marketing Works
How Social Responsibility in Marketing Works
Unit 1 Review Video
Unit 1 Review Slides
Study Guide: Unit 1
Unit 1 Assessment
The Importance of Marketing Information and Research
Types of Marketing Information
Marketing Research Defined and Research Typologies
The Marketing Research Process
Identifying Marketing Research Questions
Secondary Marketing Research
Marketing Data Sources
An Introduction to Secondary Data
Internal Secondary Data
External Secondary Data
Customer Relationship Management Systems
Artificial Intelligence and Information
Primary Marketing Research Methods
Introduction to Common Types of Primary Data in Marketing Research
Types of Research Design
Exploratory, Descriptive, and Casual Research Designs
Analyzing Data
Evaluating Secondary Data and Research in Marketing, Part 1
Evaluating Secondary Data and Research in Marketing, Part 2
Using Marketing Information
Developing Insights and An Action Plan
Putting It Together: Marketing Research and Information
Unit 2 Review Video
Unit 2 Review Slides
Study Guide: Unit 2
Unit 2 Assessment
An Overview of Consumer Behavior
Why It Matters: Consumer Behavior
Consumer Behavior in the Marketing Process Framework
The Black Box of Consumer Behavior
Understanding Consumer Decision Making Process
Buying-Process Stages
Low-Involvement vs. High-Involvement Decisions
Involvement Levels
Influences on Consumer Decisions
Factors That Influence Buying Behavior
Factors Influencing Behaviour
Situational Factors
Influences in the Retail Environment
Social Factors
Culture Explained
Subcultures
Consumer Culture Theory
Personal Factors
Timeline of Generations
Consumer Behavior in the Information Economy: Generation Z
Lifestyle and Psychographics
Needs, Wants, and Goals
Psychological Factors
Maslow's Pyramid: The Hierarchy of Needs
Theories on Personality
Sigmund Freud: Id, Ego, and Superego
Motivation Theories
What Type of Consumption Induces or Alleviates Consumer Psychological Distress? Evidence from the COVID-19 Pandemic in China
Putting It Together: Consumer Behavior
Unit 3 Review Video
Unit 3 Review Slides
Study Guide: Unit 3
Unit 3 Assessment
The Functions of a Brand
Brand Strategies
Types of Brands
Name Selection
How to Create a Great Brand Name
Packaging
The Importance of Brand in Consumer Buying Behavior and Product Quality Assessment
Brand Equity
Evaluating Consumer-Based Brand Equity (CBBE) Models
Brand Awareness
How to Increase Brand Awareness and Build Your Business
Building Brand Love
Building Strong Brands
Brand Development Strategies
Brand Positioning
REI Builds Brand by Closing on Black Friday
Putting It Together: Branding
Stages of the Product Life Cycle
Marketing Through the Product Life Cycle
Marketing Strategies During a Product's Life
Challenges in the Product Life Cycle
3 Ways to (Usefully) Lose Control of Your Brand
Branding and the Risk Management Imperative
Mistakes That Are Hurting Your Business and Brand
Unit 4 Review Video
Unit 4 Review Slides
Study Guide: Unit 4
Unit 4 Assessment
What is Digital Marketing and How You Can Use It
Introduction to Digital Marketing
Types of Internet Marketing
Digital Marketing
Understanding Search Engine Optimization (SEO)
SEO
Types of Mobile Marketing
Mobile Marketing Strategies
Types of Social Media Marketing
The History of Social Media Marketing
Focus on Social Media Marketing
Social Media Use and Marketing Framework
Every Network Is An Island
What Network Is On Now?
Content Speaks
What is Content Marketing and How to Think Strategy
Content Marketing
The History of Content Marketing
Email Marketing
Email Marketing and Its Use
Measuring Marketing Communication Effectiveness
Digital Marketing Analytics and Testing
A/B Testing
Cultural Factors Shaping the Global Marketing Environment
Marketing Across Cultures
Ethics, Laws, and Customer Empowerment
Does Your Email Marketing Comply with These Regulations?
CAN-SPAM Act: A Compliance Guide for Business
The GDPR for Dummies: What Is It and Why Do We Need It?
Unit 5 Review Video
Unit 5 Review Slides
Study Guide: Unit 5
Unit 5 Assessment
BUS502 Study Guide
Case Study 1 Review Video
Case Study 1 Review Slides
Case Study 2 Review Video
Course Feedback Survey
BUS502: Certificate Final Exam
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