Marketing: Creating Customer Value and Engagement
What is marketing, understanding the marketplace and customer needs, designing a customer value-driven marketing strategy, preparing an integrated marketing plan and program, engaging customers and managing customer relationships, capturing value from customers, the changing marketing landscape
Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
Company-wide strategic planning: defining marketing's role, planning marketing: partnering to build customer relationships, marketing strategy and the marketing mix, managing the marketing effort, measuring and managing marketing return on investment
Analyzing the Marketing Environment
The microenvironment, the macroenvironment, responding to the marketing environment
Managing Marketing Information to Gain Customer Insights
Marketing information and customer insights, assessing marketing information needs, developing marketing information, marketing research and analyzing and using marketing information
Understanding Consumer and Business Buyer Behavior
Consumer markets and consumer buyer behavior, the buyer decision process, the buyer decision process for new products and business markets and business buyer behavior
Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Market segmentation and differentiation and positioning
Products, Services, and Brands: Building Customer Value
What is a product, product and service decisions, services marketing and branding strategy: building strong brands
Developing New Products and Managing the Product Life Cycle
New product development strategy and process, managing new product development, product life-cycle strategies and additional product and service considerations
Pricing: Understanding and Capturing Customer Value
What is a price?, major pricing strategies, internal and external considerations affecting price decisions, new product pricing strategies, product mix pricing strategies, price adjustment strategies, price changes and public policy and pricing
Marketing Channels: Delivering Customer Value
Supply chains and the value delivery network, the nature and importance of marketing channels, channel behavior and organization, channel design decisions, public policy and distribution decisions and marketing logistics and supply chain management
Retailing and Wholesaling
Retailing and wholesaling
Engaging Consumers and Communicating Customer Value: Advertising and Public Relations
The promotion mix, integrated marketing communications, advertising and public relations
Personal Selling and Sales Promotion
Personal selling, managing the sales force, social selling: online, mobile, and social media tools, the personal selling process and sales promotion
Direct, Online, Social Media, and Mobile Marketing
Forms of direct and digital marketing, digital and social media marketing, traditional direct marketing forms and public policy issues in direct and digital marketing
The Global Marketplace
Global marketing today, looking at the global marketing environment, deciding whether to go global, deciding which markets to enter, deciding how to enter the market and deciding on the global marketing program and organization