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.
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  • Lectures 56
  • Contents Video: 7 hours
    Other: 1 hour
  • Skill Level Beginner Level
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 7/2013 English

Course 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.

What are the requirements?

  • entry level

What am I going to get from this course?

  • 1. Demonstrate and understand the role marketing plays in our economic system. 2. Organize and develop a marketing mix. 3. Demonstrate the ability to develop a marketing program to satisfy customer needs and wants. 4. Analyze career opportunities in the area of marketing.

What is the target audience?

  • business students, business owners and anyone interested in marketing

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.

Curriculum

Section 1: Defining Marketing and the Marketing Process
Introduction. How the course works and a suggested text.
Preview
03:21
What is Marketing. A description of Marketing and the marketing process.
Preview
14:27
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
Section 2: Understanding the Marketplace and Consumers
Marketing Environment-how external forces affect marketing decisions.
14:47
MIS and CRM-the systems side of marketing research.
07:26
Marketing Research-The marketing research process and tools.
10:54
Consumer Buying Model - Part One-Why we buy, Key factors affection decisions.
10:07
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
Section 3: Designing a Customer Driven Strategy and Mix
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
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
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
Section 4: Extended Marketing
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
Section 5: EXAMS
VIDEO EXAM ONE (CHAPTERS 1-5) (VIDEOS 0-12)
08:10
VIDEO EXAM TWO (CHAPTERS 6-10) (VIDEOS 13-22)
06:46
VIDEO EXAM THREE (Chapters 11-14) (VIDEOS 23-35)
06:52
VIDEO EXAM FOUR (Chapters 15-20) (VIDEOS 35-48)
05:25
Section 6: SUPPLEMENTAL MATERIALS
WEB MARKETING THEORY - MCKINSEY STUDY
15 pages
HOW TO MAKE A TELEVISION AD
22 pages
MARKETING PLAN EXAMPLE - PART ONE
17 pages
MARKETING PLAN EXAMPLE - PART TWO
6 pages

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Instructor Biography

Daniel McCarty, Ex-CEO offers Marketing Course for small and large business

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.

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