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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
Fundamentals of Marketing Basics
The Importance of Ethical Marketing
Ethics in Sales
1.2: The Strategic Planning Process
Components of the Strategic Planning Process
1.2.1: Mission, Vision, and Objectives
Objectives and Strategies
1.2.2: Crafting the Strategy
Writing Your Plan
1.2.3: Executing the Plan
Executing Strategy
1.2.4: Evaluating the Plan Execution
Performance Evaluation
1.3: Marketing and the Strategic Plan
Developing a Marketing Strategy
1.3.1: The Marketing Environment
The Marketing Environment
1.3.2: Creating the SWOT Analysis
SWOT Analysis
1.3.3: Crafting the Marketing Plan
Marketing Plan Basics
Case Study: Sony
Unit 1 Discussion
Unit 1 Study Resources
Unit 1 Review Video
Study Guide: Unit 1
Unit 1 Assessment
Unit 1 Assessment
Unit 2: Environmental Scanning, Firm Resources and Capabilities
2.1: The Process of Environmental Scanning
The Scanning Process
2.2: The Factors of the Macro Environment
PESTEL
2.3: The Factors of the Industry and Competitive Environment
Introduction to Industry Analysis
Five Competitive Forces Model
2.4: The Firm's Resources and Capabilities
The Internal Environment
2.4.1: Determination of Resources
Four Characteristics of Strategic Resources
2.4.2: Determination of Capabilities
Marketing Capabilities in Entrepreneurial Firms
Case Study on Environmental Scanning
2.5: Deciding on the Marketing Mix
The 4 Ps of Marketing
2.5.1: Product
What is a Product?
Video on Product: Mercedes
2.5.2: Price
Pricing Strategies
iPhone Prices
2.5.3: Promotion
Promotion Strategy
AIDA Marketing Strategies
2.5.4: Place (Distribution)
Marketing Channel Strategies
Distribution Strategy
Case Study: Role of Marketing Mix
Unit 2 Discussion
Unit 2 Study Resources
Unit 2 Review Video
Study Guide: Unit 2
Unit 2 Assessment
Unit 2 Assessment
Unit 3: Segmentation, Targeting, Positioning, and Branding
3.1: Methods of Market Segmentation
Segmentation
3.1.1: Geographic Segmentation
Geographic Segmentation
More on Geographic Segmentation
3.1.2: Demographic Segmentation
Demographic Segmentation
Case Study: Ecotourism in Kuala Selangor
3.1.3: Psychographic Segmentation
Personality Segmenting Tool
Psychographic Segmentation and Health
3.1.4: Behavioral Segmentation
Behavioral Targeting
Consumer Segments and Behavioral Patterns
3.2: Determination of Target Market(s)
Selecting Target Markets
Defining the Target Market
3.2.1: Market Size
Target Audience Ads Using Facebook
3.2.2: Expected Market Growth
Basic Sales Analyses and Market Share Impacts
The Great Reset
3.2.3: Competitive Position
Responding to Competitors' Moves
3.2.4: Cost of Reaching the Segment
Leverage Facebook with Hyper-Targeted Ads
3.2.5: Compatibility with the Organization's Resources
Budgeting Methods
3.3.1: Developing a Competitive Advantage
Competitive Advantage
Generic Strategies
Case Study: The Spanish Wine Industry
3.3.2: Head-to-Head Positioning
Unique Value Proposition
3.3.3: Differentiation Positioning
How To Differentiate Your Business
3.3.4: Product Repositioning
Repositioning
3.4: Product Branding
Branding Basics
Brand Essence
Raising Brand Awareness Through Internet Marketing Tools
3.4.2: Brand Loyalty
Brand Loyalty
3.4.3: Brand Equity
Brand Equity
University Branding
Unit 3 Discussion
Unit 3 Study Resources
Unit 3 Review Video
Study Guide: Unit 3
Unit 3 Assessment
Unit 3 Assessment
Unit 4: Consumer, Organizational, and Service Marketing
4.1: Consumer Markets and Product Categories
Creating Offerings
4.1.1: The Consumer Purchase Decision Process
The Consumer's Decision Making Process
Impulse Buying
Automobile Financing
4.1.2: Affect and Cognition in Buyer Behavior
Factors That Influence Consumer's Buying Behavior
More on Factors
Case Study on Human Behavior
4.2: Organizational Market Types
Characteristics of B2B Markets
4.2.1: The Organizational Purchase Decision Process
Stages in the B2B Buying Process
Impact of Global Purchasing and Supplier Integration on Product Innovation
4.2.2: The Characteristics of Organizational Purchases
Buying Centers
Consultative Selling
Consultative Selling in a Complex B2B Sale
Outsourcing Decisions
4.2.3 Non-Profit and Governmental Marketing
Federal Procurement Data System
State Procurement
Case Study: Banking Industry in Iran
4.3: The Challenges of Marketing Services
Service Design
Services Marketing
4.3.1: The "4 Is" of Service Marketing
Life Insurance Sales
Unit 4 Discussion
Unit 4 Study Resources
Unit 4 Review Video
Study Guide: Unit 4
Unit 4 Assessment
Unit 4 Assessment
Unit 5: Product Life Cycle, Marketing Research, and Product Development
5.1: Product Life Cycle
The Product Life Cycle
Product Life Cycle Management
Analysis of Product Life Cycle
Shortening Life Cycle and Complexity Impact on the Automotive Industry
5.1.1: Variations in Product Life Cycle
Technology Adoption Life Cycle
5.2: Marketing Research
Marketing Information Systems
5.2.1: The Marketing Research Process
Steps in the Marketing Research Process
5.2.2: Types of Marketing Research
Qualitative and Quantitative Research
Primary and Secondary Research
Observational Research Introduction
5.3: Product Development
Creating Offerings
5.3.1: New Product Development
Bringing Products to Market: Crocs Shoes
5.3.2: Product Redevelopment and Adaptation
Sustainable Product and Business Model Innovation
Case Study: Gochujang
Unit 5 Discussion
Unit 5 Study Resources
Unit 5 Review Video
Study Guide: Unit 5
Unit 5 Assessment
Unit 5 Assessment
Unit 6: Channels of Distribution, Supply Chain, and Logistics
6.1: Types of Distribution Channels
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
6.2: The Firm's Supply Chain
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
6.3: The Function of Logistical Management
Crude Oil Logistics
Logistics Definition
6.3.1: Modes of Transport
Ocean Transport
Shipping Terms
6.3.2: Warehousing and Distribution
Warehouse Distribution Example
Container Distribution Example
6.3.3: The Importance of Data Management
Logistics and Data: Toward a Decision Support Tool
Unit 6 Discussion
Unit 6 Study Resources
Unit 6 Review Video
Study Guide: Unit 6
Unit 6 Assessment
Unit 6 Assessment
Unit 7: Promotion and Pricing
7.1: Methods of Product and Service Promotion
The Promotion (Communication) Mix
7.1.1 Determining the Appropriate Promotion Strategy for the Firm's Offerings
Factors Influencing the Promotion Mix, Communication Process, and Message Problems
7.1.2: Integrated Marketing Communications
Integrated Marketing Communications
More on IMC
Raising Brand Awareness Through Internet Marketing Tools
7.2: Understand the Various Methods of Pricing
Price, the Only Revenue Generator
7.2.1: Explain and Calculate Break-Even Analysis
Break Even Graph Analysis
Breakeven Sensitivity Analysis
Multi-product Breakeven
7.2.2: Explain and Calculate Demand Elasticity
Market Equilibrium: Demand and Supply Curves
Elasticity of Demand
Unit 7 Discussion
Unit 7 Study Resources
Unit 7 Review Video
Study Guide: Unit 7
Unit 7 Assessment
Unit 7 Assessment
Unit 8: The Marketing Plan
8.1: Review of the Analysis of the Current Trends Within the External Macro Environment
The Marketing Plan
External Environment
Five Forces Model
8.2: Statement of the Firm's Marketing Objectives
Business Objectives
8.3.1: Report of Product Strategy, Target Market, and Positioning Strategy
Product Strategy Overview
Target Marketing Mistake
Brand Positioning
8.3.2: Report of Pricing Method to be Used
Competitive Pricing Strategies
8.3.3: Report of the Promotional Strategy and Execution
Promotion Mix
8.3.4: Report of the Distribution Strategy and Execution
Case Study: Costco Distribution
8.4: Monitoring the Results of the Marketing Plan Execution
Measuring and Evaluating Strategic Performance
Metrics
8.5: A Marketing Plan Template
Marketing Strategy and the Marketing Plan
Unit 8 Discussion
Unit 8 Study Resources
Unit 8 Review Video
Study Guide: Unit 8
Unit 8 Assessment
Unit 8 Assessment
Study Guide
BUS602 Study Guide
Final Exam Preparation
Course Feedback Survey
Course Feedback Survey
Certificate Final Exam
BUS602: Certificate Final Exam
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BUS602: Marketing Management
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