BUS602: Study Guide: Unit 2 | Saylor Academy

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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