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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.
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|Section 1: Defining Marketing and the Marketing Process|
Introduction. How the course works and a suggested text.Preview
What is Marketing. A description of Marketing and the marketing process.Preview
Marketing-Strategy-A discussion of the famous Boston Consulting Group model.
Marketing Strategy - Product/Market Grid-An alternative model for portfolios
Segmentation, Differentiation and Positioning-Some basic strategic terms.
|Section 2: Understanding the Marketplace and Consumers|
Marketing Environment-how external forces affect marketing decisions.
MIS and CRM-the systems side of marketing research.
Marketing Research-The marketing research process and tools.
Consumer Buying Model - Part One-Why we buy, Key factors affection decisions.
Consumer Buying Model - Part Two. The second half of the discussion.
Consumer Purchase Decisions-Why all consumer decisions are NOT equal.
Product Adoption Curve-Early adopts vs. Laggards. How people adopt new things.
|Section 3: Designing a Customer Driven Strategy and Mix|
Segmentation-Dividing the marketing into sub-groups.
Targeting-Picking which sub group to go after.
Positioning-finding favorable position in the customer's mind.
Product and Services-how to create value through product design.
Product Decisions-key decisions like branding, packaging and customer service.
Branding-ways to build equity and loyalty through branding.
New Product Development Process-from brainstroming to commercialization.
Product Life Cycle-How products are born and when they die.
Consumer Value Pricing-pricing starting with the customer.
Cost Based Pricing-pricing to recover costs.
Other Pricing Considerations
New Product Pricing-should you be a skimmer or a penetrator?
Pricing Adjustment Strategies-changing price, either temporarily or permanently.
Pricing and Public Policy-how pricing policy can land you in jail.
Channel Decisions-deciding on channel length, width, and retail exposure.
Logistics-shipping, warehousing and inventory issues.
Retailer Types-understanding your important value chain partners.
Retailer Marketing Decisions-how to align your strategies with theirs.
Wholesalers-middlemen and what they do to add value.
Integrated Promotions-blending the five types of promotion effectively.
Communications Model-how we communicate and how it breaks down.
Promotional Budgeting-can you afford advertising? How do you set a budget?
Advertising - Part One-the sicence and art of advertising strategy.
Advertising - Part Two-previous discussion continued.
Public Relations-something for nothing. Publicity and other forms of PR.
Sales-how the sales term can make or break your marketing.
Sales Promotion-temporary incentives during key periods.
Direct Marketing-getting rid of the middlemen. Good idea?
MV42-Online Marketing - four ways to establish an online presence.
|Section 4: Extended Marketing|
Competitive Analysis-understand your competitors.
Competitive Strategies-alternative ways to effectively compete.
Customer-Company Balance-watching competitors and customers concurrently.
Global Environment-why marketing is a global game now.
Entering Global Markets-high and low risk methods of entry.
Sustainable Marketing-satisfying needs now and in the future.
|Section 5: EXAMS|
VIDEO EXAM ONE (CHAPTERS 1-5) (VIDEOS 0-12)
VIDEO EXAM TWO (CHAPTERS 6-10) (VIDEOS 13-22)
VIDEO EXAM THREE (Chapters 11-14) (VIDEOS 23-35)
VIDEO EXAM FOUR (Chapters 15-20) (VIDEOS 35-48)
|Section 6: SUPPLEMENTAL MATERIALS|
WEB MARKETING THEORY - MCKINSEY STUDY
HOW TO MAKE A TELEVISION AD
MARKETING PLAN EXAMPLE - PART ONE
MARKETING PLAN EXAMPLE - PART TWO
Dan McCarty has worked his way up from entry level marketing assistant to President and CEO of multi-billion dollar companies and divisions of companies. Dan has managed America's best known brands including Del Monte, Quilted Northern, Underwood, Crystal, Dixie Cups and Plates, Brawny Paper Towels, Accent, Hain Health Foods and more.
Dan is also a MBA graduate from the prestigious Haas School of Business at the University of California in Berkeley.