This introduction to Marketing covers the essential elements of marketing for any business enterprise, marketing manager and business student at Under Graduate Level.

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Principles of Marketing is designed to meet the scope and sequence for a one-semester marketing course for undergraduate business majors and minors. Principles of Marketing provides a solid grounding in the core concepts and frameworks of marketing theory and analysis so that business students interested in a major or minor in marketing will also be prepared for more rigorous, upper-level elective courses.

Section 01 Creating Customer Relationships and Value through Marketing

  • Define marketing and identify the two primary goals of marketing.
  • Explain how marketing discovers and satisfies consumer needs.
  • Distinguish between marketing mix factors and environmental forces.
  • Explain how organizations build strong customer relationships and customer value through marketing.

Section 02 Developing Successful Organizational and Marketing Strategies

  • Describe three kinds of organizations and the three levels of strategy in them.
  • Describe core values, mission, organizational culture, business, and goals.
  • Discuss how an organization assesses where it is now and where it seeks to be.
  • Explain the three steps of the planning phase of the strategic marketing process.
  • Describe the four components of the implementation phase of the strategic marketing process.
  • Discuss how managers identify and act on deviations from plans.

Section 03 Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility

  • Explain the purpose of environmental scanning and how it is important to marketing.
  • Define each factor of the PESTLE/PESTEL analysis and how those factors affect marketing decisions.
  • Identify factors that influence ethical and unethical marketing decisions.
  • Describe the different concepts of social responsibility.

Section 04 Consumer Decision Process

  • Describe the stages in the consumer purchase decision process.
  • Distinguish among three variations of the consumer purchase decision process; extended, limited, and routine problem solving.
  • Identify the major situational, psychological, and sociocultural influences on consumer behavior.
  • Identify the reason for conducting marketing research.
  • Identify the differences between secondary and primary data and give examples of each.
  • Describe the differences between quantitative and qualitative research.
  • Explain what market segmentation is, when to use it, and how to target those segment.
  • Recognize the bases used to segment consumer markets.
  • Explain how marketing managers position products in the marketplace.

Section 07 Developing New Products and Services.  Managing Successful Products, Services, and Brands

  • The product life-cycle and how to manage a product through it
  • Branding strategies
  • Packaging strategies
  • 7 Ps of Service marketing.

Section 08 Pricing Products and Services - Distribution Channels

  • Importance of pricing and the different approaches to come to an approximate price level
  • Role of demand, revenues, and cost
  • Understanding of marketing channels and intermediaries.

Section 09 Promotional Strategies & Marketing Campaigns

  • Promotional mix
  • Promotional Strategy
  • Exploration of successful Marketing Campaigns.

Section 10 Integrated Marketing Communications

  • Introduction to IMC and the communication process
  • Promotional Strategies advanced.

Section 11 Innovation and New Value Creation

  • Understand the Market Orientation concept and its strategic relationship to market strategies.
  • Discuss Dynamic Marketing in unique markets.
  • Discuss Non-Traditional Marketing and its effectiveness in reaching consumers.

Section 12 Competitor Analysis

  • Describe Competitor Analysis and introduce analysis tools to apply to the marketplace.
  • Designing a competitive strategy explanation and the use of tools in this Marketing process.
  • Identify and explore Competitive Strategies in Marketing and the global companies that are successes and failures in this.