Marketing Principles - Kotler & Armstrong Text
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Marketing Principles - Kotler & Armstrong Text

An introduction to the marketing concept and its role in business strategy. NOTE: Options A and B use different texts.
4.5 (104 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
428 students enrolled
Created by Daniel McCarty
Last updated 7/2019
English
English [Auto-generated]
Price: $99.99
30-Day Money-Back Guarantee
This course includes
  • 8 hours on-demand video
  • 4 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Assignments
  • Certificate of Completion
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What you'll learn
  • 1. How to develop a marketing strategy. 2. How to use market research to test their ideas. 3. How to develop an effective marketing mix, including new products and advertising, 4) How to write a complete marketing plan.
Requirements
  • entry level
Description

This introductory marketing course covers identifying segmentation, differentiation, target marketing and  positioning opportunities that can be addressed with the proper marketing mix.  All of this is taught in the context of today’s complex global environment.   By course end, you will be able to analyze a marketing opportunity and write a marketing plan to address that opportunity.  A must for both corporate marketing employees and budding entrepreneurs. 

The course includes "Real World Applications" for you to develop your own marketing strategy, field your own marketing research, develop and test new product ideas and an advertising campaign.  At the end, you will also be able to write a complete, professional marketing plan! 

Who this course is for:
  • business students, business owners and anyone interested in marketing
Course content
Expand all 56 lectures 08:50:38
+ Defining Marketing and the Marketing Process
5 lectures 44:39
As your first assignment, create a marketing strategy for a hypothetical or real business in four easy steps. This will show you exactly how.
Real World Application #1 Develop a Marketing Strategy
1 question
Marketing-Strategy-A discussion of the famous Boston Consulting Group model.
09:19
Marketing Strategy - Product/Market Grid-An alternative model for portfolios
08:03
Segmentation, Differentiation and Positioning-Some basic strategic terms.
09:29
+ Understanding the Marketplace and Consumers
7 lectures 01:06:36
Marketing Environment-how external forces affect marketing decisions.
14:47
MIS and CRM-the systems side of marketing research.
07:26
Consumer Buying Model - Part One-Why we buy, Key factors affection decisions.
10:07
Marketing Research-The marketing research process and tools.
10:54
This project shows you how to field professional level marketing research and best of all, it is free! Using Survey Monkey, you will field a marketing questionnaire to address a marketing issue and get consumer feedback. It's easy and enlightening!
Real World Application #2 - Marketing Research
1 question
Consumer Buying Model - Part Two. The second half of the discussion.
11:50
Consumer Purchase Decisions-Why all consumer decisions are NOT equal.
06:51
Product Adoption Curve-Early adopts vs. Laggards. How people adopt new things.
04:41
+ Designing a Customer Driven Strategy and Mix
30 lectures 04:00:07
Segmentation-Dividing the marketing into sub-groups.
08:05
Targeting-Picking which sub group to go after.
07:51
Positioning-finding favorable position in the customer's mind.
07:48
Product and Services-how to create value through product design.
07:42
Product Decisions-key decisions like branding, packaging and customer service.
12:40
Branding-ways to build equity and loyalty through branding.
07:05
New Product Development Process-from brainstroming to commercialization.
12:00
This assignment challenges you to come up with a line extension and a product extension for a well know brand. You will develop a concept to test your idea with consumers. And, using Survey Monkey again, you can even get feedback on whether real consumers think your idea is a good one.
Real World Application #3 - New Product
1 question
Product Life Cycle-How products are born and when they die.
08:06
Consumer Value Pricing-pricing starting with the customer.
06:44
Cost Based Pricing-pricing to recover costs.
04:52
Other Pricing Considerations
07:00
New Product Pricing-should you be a skimmer or a penetrator?
04:19
Pricing Adjustment Strategies-changing price, either temporarily or permanently.
11:45
Pricing and Public Policy-how pricing policy can land you in jail.
05:18
Channels
14:00
Channel Decisions-deciding on channel length, width, and retail exposure.
07:02
Logistics-shipping, warehousing and inventory issues.
05:41
Retailer Types-understanding your important value chain partners.
06:49
Retailer Marketing Decisions-how to align your strategies with theirs.
09:44
Wholesalers-middlemen and what they do to add value.
06:18
Integrated Promotions-blending the five types of promotion effectively.
06:13
Communications Model-how we communicate and how it breaks down.
09:41
Promotional Budgeting-can you afford advertising? How do you set a budget?
07:27
Advertising - Part One-the sicence and art of advertising strategy.
12:19
Advertising - Part Two-previous discussion continued.
08:23
This assignment explains how advertising is developed, from copy strategy to final production. It also challenges you to write your own copy strategy and develop creative for either a print, tv or online advertisement. Have fun with it!
Real World Application #4 - Advertising
1 question
Public Relations-something for nothing. Publicity and other forms of PR.
06:50
Sales-how the sales term can make or break your marketing.
07:45
Sales Promotion-temporary incentives during key periods.
05:12
Direct Marketing-getting rid of the middlemen. Good idea?
06:36
MV42-Online Marketing - four ways to establish an online presence.
08:52
+ Extended Marketing
8 lectures 51:05
Competitive Analysis-understand your competitors.
06:07
Competitive Strategies-alternative ways to effectively compete.
08:31
Customer-Company Balance-watching competitors and customers concurrently.
01:57
Global Environment-why marketing is a global game now.
07:56
Entering Global Markets-high and low risk methods of entry.
05:30
Sustainable Marketing-satisfying needs now and in the future.
06:08
This is the capstone of the course, developing your own, complete marketing plan for a business. It can be a well known brand you admire or an idea of your own. This video explains the outline of the marketing plan, what it contains. The next video will give you an example to follow.
The Marketing Plan - Video One
1 question
The second video for this assignment shows you how the marketing plan looks filled out, using Del Monte, my old brand, as an example.
The Marketing Plan - Video Two
1 question
VIDEO EXAM ONE (CHAPTERS 1-5) (VIDEOS 0-12)
08:10
VIDEO EXAM TWO (CHAPTERS 6-10) (VIDEOS 13-22)
06:46
+ EXAMS
2 lectures 12:17
VIDEO EXAM THREE (Chapters 11-14) (VIDEOS 23-35)
06:52
VIDEO EXAM FOUR (Chapters 15-20) (VIDEOS 35-48)
05:25
+ SUPPLEMENTAL MATERIALS
4 lectures 00:00
WEB MARKETING THEORY - MCKINSEY STUDY
15 pages
HOW TO MAKE A TELEVISION AD
22 pages

This is a student example of the first half of the marketing plan - from situation analysis to the positioning.

MARKETING PLAN EXAMPLE - PART ONE
12 pages

This is a student example of the second half of the marketing plan, the marketing mix.   I used to do this assignment in two parts, which is why the example are like this. 

MARKETING PLAN EXAMPLE - PART TWO
13 pages