MAR 102: Principles of Marketing

This course provides a profound understanding of marketing principles, strategies, and ethical considerations, emphasizing global dynamics, consumer behavior, and strategic adaptation to market changes.

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Course Curriculum

1. Course Overview and Learning Outcomes
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1. Marketing Fundamentals VIDEO
2. Introduction
3. Definition
4. Example
5. Quiz 1.1
1. Learning Objectives
1. Cross-Cultural Marketing Communications VIDEO
2. Characteristics of a Marketing Organization
3. Consumer Content
4. Consumer Orientation
5. Company Capabilities
6. Communication
7. Competition
8. Cross-Functional Contact
9. Quiz 1.2
1. VIDEOS
2. The Role of Marketing in the Firm
3. Macromarketing vs. Micromarketing
4. Service Marketing vs. Goods Marketing
5. For-Profit vs. Nonprofit Marketing
6. Mass Marketing, Direct Marketing, and Internet Marketing
7. Local, Regional, National, International, and Global Marketing
8. Consumer Goods Marketing vs. Business-to-Business (B2B) Marketing
9. Strategic Components of Marketing
10. Quiz 1.3
1. Branding Basics VIDEO
2. VIDEOS
3. The Marketing Mix
4. Product
5. Distribution
6. Promotion
7. Price
8. Integrating the Marketing Mix
9. Implementation and Budgeting
10. Evaluating Results
11. Quiz 1.4
1. Creativity _ Creative Processes VIDEO
2. VIDEO
3. Keys to Marketing Success
4. Prioritize Customer Satisfaction
5. Establish a Strong Company Image
6. Integrate Marketing Across the Organization
7. Develop a Unique and Contextual Strategy
8. Leverage Technological Advancements
9. Quiz 1.5
1. LEARNING OBJECTIVES
2. INTRODUCTION
1. Definition
2. Market Is People
3. Market Is a Place
4. Market Is an Economic Entity
5. Quiz 2.1
1. Social Marketing VIDEO
2. TYPES OF MARKETS
3. Consumer Markets
4. Industrial Markets
5. Institutional Markets
6. Reseller Markets
7. Quiz 2.2
1. VIDEOS
2. UNDERSTANDING AND APPROACHING THE MARKET
3. Undifferentiated Market (Market Aggregation)
4. Product Differentiation
5. Segmented Market
6. Conclusion
7. Quiz 2.3
1. VIDEOS
2. Bases of Segmentation
3. Ultimate Consumers
4. Organizations
5. Single-Base and Multi-Base
6. Qualifying Customers in Market Segments
7. Strategy of Market Segmentation
8. Segmentation Process
9. Quiz 2.4
1. Learning Objectives
2. Introduction
1. VIDEOS
2. Definition and Scope
3. Scientific Method in Marketing Research
4. Control in Marketing Research
5. Key Areas of Marketing Research
6. Conclusion
7. Quiz 3.1
1. Introduction
2. Making a Preliminary Investigation
3. Creating the Research Design
4. Conducting the Investigation
5. Processing the Data and Reporting Results
6. The Power of Data Mining
7. Summary
8. Quiz 3.2
9. VIDEOS
1. Introduction
2. Learning Objectives
3. The Impact of Early Consumer Marketing
1. Introduction
2. Buyer Behavior and the "Black Box"
3. The Role of Buyers in the Exchange Process
4. Defining the Market
5. Key Questions for Marketers
6. Buyer Categories
7. Quiz 4.1
1. VIDEOS
2. Introduction
3. Needs vs. Wants
4. 1. The Decision Process
5. a. Need Identification
6. b. Information Search and Processing
7. c. Information Processing
8. d. Identification and Evaluation of Alternatives
9. e. Product/Service/Outlet Selection
10. f. The Purchase Decision
11. g. Postpurchase Behavior
12. 2. Influencing Factors of Consumer Behavior
13. a. Situational Influences
14. b. External Influences
15. c. Internal Influences
16. Quiz 4.2
1. VIDEOS
2. Introduction
3. Characteristics of Organizational Buying
4. Types of Organizational Buying Situations
5. Stages in Organizational Buying Process
6. Conclusion
7. Quiz 4.3
1. Learning Objectives
2. Introduction
1. VIDEOS
2. Environmental Scanning
3. Importance of External Environment Analysis
4. Conclusion
5. Factors
6. External Surprises/Agencies
7. Competitors
8. Quiz 5.1
1. VIDEOS
2. Factors
3. Key Legal Issues in Marketing
4. Ethical Considerations in Marketing
5. Social Responsibility in Marketing
6. Quiz 5.2
1. Economic/Political Issues
2. Consumer Buying Power
3. The Business Cycle
4. Examples of Economic Influences on Marketing
5. Political Factors
6. Conclusion
7. Quiz 5.3
1. The Impact of Technology on Marketing: The Case of Electric Cars and Beyond
2. The Role of Technology in Marketing
3. Assumptions About the Future of Technology
4. The Future of Technology in Marketing
5. Challenges and Pitfalls
6. Conclusion
7. Quiz 5.4
1. VIDEOS
2. The World 20 Years Ahead with 2020 Vision VIDEO
3. Social Trends Impact
4. Demographic Changes
5. Demographic Groupings
6. Cultures and Subcultures
7. Conclusion
8. Quiz 5.5
1. Trends for Strategic Marketing
2. High Pace/High Peace: Balancing Fast Lifestyles with the Need for Tranquility
3. Kinnections: The Movement Toward Connectivity in Technology, Relationships, and Brands
4. Diversity/Destiny: Embracing a Multicultural America
5. Marketing by Life Stage: Understanding Consumers Beyond Traditional Demographics
6. Conclusion
7. Quiz 5.6
1. LEARNING OBJECTIVES
2. INTRODUCTION
1. Defining International Marketing
2. Understanding International Marketing
3. Levels of International Marketing
4. Example
5. Challenges and Success
6. Quiz 6.1
1. VIDEOS
2. Standardization and Customization in Global Marketing
3. Standardization: A Global Approach
4. Criticism and Adaptation
5. Balancing Standardization and Customization
6. Reasons for Entering International Markets
7. Additional Reasons for International Involvement
8. Reasons to Avoid International Markets
9. Conclusion
10. Quiz 6.2
1. The Stages of Going International
2. Exporting
3. Licensing
4. Joint Ventures
5. Direct Investment
6. U.S. Commercial Centers
7. Trade Intermediaries
8. Alliances
9. Conclusion
10. Quiz 6.3
1. Introduction
2. The Corporate Level
3. The Business Level
4. The Functional Level
5. Conclusion
6. Quiz 6.4
1. The International Marketing Environment
2. The Social/Cultural Environment
3. The Political/Legal Environment
4. The Technological Environment
5. The Economic Environment
6. The Competitive Environment
7. Conclusion
8. Quiz 6.5
1. Learning Objectives
2. Introduction
1. Introduction
2. Levels of a Product
3. Quiz 7.1
1. Introduction
2. Consumer Goods vs. Industrial Goods
3. Classification of Consumer Goods
4. Classification of Industrial Goods
5. Goods Products vs. Service Products
6. Conclusion
7. Quiz 7.2
1. VIDEOS
2. Introduction
3. Determination of Product Objectives
4. The Product Plan
5. Product Strategies
6. Approaches to the Market
7. Key Product Management Decisions
8. Product Mix Strategies
9. Conclusion
10. Quiz 7.3
1. Defining the "New" in a New Product
2. Strategies for Acquiring New Products
3. The New Product Development Process
4. Generating New Product Ideas
5. Screening Product Development Ideas
6. Business Analysis
7. Technical and Marketing Development
8. Manufacturing Planning
9. Marketing Planning
10. Test Marketing
11. Commercialization
12. Quiz 7.4
1. Learning Objectives
2. Introduction
1. Communication Appeals _ Tactics VIDEO
2. Integrated Marketing Communication
3. Buyer’s Perspective
4. Seller’s Perspective
5. The Role of IMC
6. Primary Tasks of IMC
7. Conclusion
8. Quiz 8.1
1. MARKETING COMMUNICATION
2. Key Components of Marketing Communication
3. OBJECTIVES OF MARKETING COMMUNICATION
4. HOW WE COMMUNICATE
5. Basic Elements of Communication
6. Types of Communication Systems
7. Marketing Communications
8. Quiz 8.2
1. Designing
2. The Promotion Mix
3. The Campaign
4. Quiz 8.3
1. Preparing the Media Release VIDEO
2. Introduction
3. The Organization of Advertising
4. Developing the Creative Strategy
5. Example 1
6. Developing the Media Plan
7. Example 2
8. Quiz 8.4
1. Introduction
2. Sales Promotion: A Multifaceted Tool
3. Types of Sales Promotion
4. Public Relations: Crafting a Positive Image
5. PR's Core Elements
6. Types of Publics in PR
7. PR Techniques
8. Integrating Sales Promotion and Public Relations
9. Types of Selling
10. Service Selling
11. Developmental Selling
12. Traditional Classifications of Selling
13. The Selling Process
14. Strengths and Weaknesses of Personal Selling
15. The Sales Force of the Future
16. Quiz 8.5
1. Learning Objectives
2. Introduction
1. Three Different Perspectives
2. The Customer's View of Price
3. Price from a Societal Perspective
4. The Marketer's View of Price
5. Pricing Objectives
6. Quiz 9.1
1. Pricing Strategy
2. Nonprice Competition
3. Competitive Pricing
4. New Product Pricing
5. Pricing in the Digital Age
6. Price Lines
7. Price Flexibility
8. Price Bundling
9. Psychological Aspects of Pricing
10. Quiz 9.2
1. Introduction
2. Cost-Oriented Pricing: Cost-Plus and Mark-Ups
3. Break-Even Analysis
4. Limitations of Break-Even Analysis
5. Target Rates of Return
6. Demand-Oriented Pricing
7. Value-Based Pricing
8. The Future of Pricing
9. Quiz 9.3
1. LEARNING OBJECTIVES
2. INTRODUCTION
1. THE DUAL FUNCTIONS OF CHANNELS
2. THE EVOLUTION OF THE MARKETING CHANNEL
3. FLOWS IN MARKETING CHANNELS
4. FUNCTIONS OF THE CHANNEL
5. Quiz 10.1
1. Media Relations Tips VIDEO
2. Introduction
3. Producer and Manufacturer
4. Retailing
5. The Structure of Retailing
6. Wholesaling
7. Functions of the Wholesaler
8. Physical Distribution
9. Key Relationships Between Physical Distribution and Channels
10. Quiz 10.2
1. ORGANIZING THE CHANNEL
2. Conventional Channels
3. Vertical Marketing Systems
4. Horizontal Channel Systems
5. THE CHANNEL MANAGEMENT PROCESS
6. Analyze the Consumer
7. Establish the Channel Objectives
8. Specify Distribution Tasks
9. Evaluate and Select from Channel Alternatives
10. Evaluating Channel Member Performance
11. THE HUMAN ASPECT OF DISTRIBUTION
12. Quiz 10.3
1. Introduction
1. Social Media Campaigns VIDEO
2. Old to New Media
3. Media Convergence
4. The History of Communicating with Many at Once
5. A Millennial Shift: Web 2.0 as User Contributions
6. Tools of Change: Online Cultures
7. Dominating Today: The Platform Economy
8. What Are Platforms?
9. Future Directions in the Online World
10. Quiz 11.1
1. Abstract
2. Introduction
3. Premises of Content Marketing
4. Developing a Content Marketing Strategy
5. 12 Core Content Marketing Attributes
6. Quiz 11.2
1. Introduction
2. Key Terms and Concepts
3. Direct Marketing Strategy and Planning
4. Step-by-Step Direct Marketing Process
5. Email and Images
6. Measuring Success
7. Tools of the Trade
8. Advantages and challenges
9. Case Study - GlobalGiving
10. The Bigger Picture
11. Direct Marketing - Email and Mobile (Exercises)
12. Direct Marketing - Email and Mobile
13. Quiz 11.3
1. Website Developments VIDEO
2. Introduction
3. Key Terms and Concepts
4. Marketing with Social Media
5. Facebook
6. YouTube
7. Instagram
8. Twitter
9. Snapchat
10. LinkedIn
11. Other Social Media Options
12. Selecting the Appropriate Platform
13. Analytics for Social Media
14. Rules of Engagement
15. Advantages and Challenges
16. The Bigger Picture
17. Quiz 11.4
1. Introduction
1. Search Engine Optimization Overview VIDEO
2. Embracing AI in Digital Marketing
3. Quiz 12.1
1. Benefits of Implementing AI in Digital Marketing
2. Quiz 12.2
1. How Artificial Intelligence is Revolutionizing Marketing
2. Quiz 12.3
1. AI Technologies Enabling Marketing
2. Quiz 12.4
1. Potential Challenges in Implementing AI
2. Quiz 12.5
1. ASSIGNMENT
2. RUBRICS
1. Final Exam Instructions
2. Start Proctoring
3. FINAL EXAM

About this course

414 lessons
1750+ Transfer Colleges
ACE & NCCRS Approved
Globally Recognized

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General Questions

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Are there exams? How is the course grading done?
YES, there are exams—held online on our platform and are proctored. Your course grade distribution is:

25% Attendance

25% Quiz

25% Assignments

25% Final Exam

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Marketing 102: Principles of Marketing

Ch 1.1: Defining Marketing

Chapter 1: Introduction to Marketing

Ch 1.2: Characteristics of a Marketing Organization

Ch 1.3: The Role of Marketing in the Firm

Ch 1.4: Marketing Mix- 4 P's

Ch 1.5: Keys to Marketing Success

Chapter 2: Understanding and Approaching the Market

Ch 2.1: Defining the market

Ch 2.2: Types of Markets

Ch 2.3: Approaching the Market

Ch 2.4: Bases of segmentation

Chapter 3: Marketing Research: An AID to Decision Making

Ch 3.1: The Nature and Importance of Marketing Research

Ch 3.2: Procedures and Techniques in Marketing Research

Chapter 4: Understanding Buyer Behaviour

Ch 4.1: Buyer Behavior and Exchange

Ch 4.2: Buyer Behavior as Problem Solving

Ch 4.3: Organizational Buyer Behavior

Chapter 5: External Considerations in Marketing

Ch 5.1: External Factors that Affect Planning

Ch 5.2: Legal and Ethical Factors in Marketing

Ch 5.3: Economic/Political Issues in Marketing Planning

Ch 5.4: The Impact of Technology on Marketing

Ch 5.5: Social Trends and Their Impact on Marketing

Ch 5.6: Forecasts of the Future: Understanding Trends for Strategic Marketing

Chapter 6: Marketing in Global Markets

Ch 6.1: International Marketing

Ch 6.2: Navigating Global Marketing: Strategies, Opportunities, and Challenges

Ch 6.3: The Stages of Going International: Strategies for Global Market Entry

Ch 6.4: The International Marketing Plan

Ch 6.5: Navigating the International Marketing Environment

Chapter 7: INTRODUCING AND MANAGING THE PRODUCT

Ch 7.1: Defining the Product

Ch 7.2: Classification of Products

Ch 7.3: Product Planning and Strategy Formulation

Ch 7.4: Strategies for Developing New Products

Chapter 8: COMMUNICATING TO MASS MARKETS

Ch 8.1: The Role of IMC

Ch 8.2: Communicating to Mass Markets: The Role and Process of Marketing Communication

Ch 8.3: Designing an IMC Strategy

Ch 8.4: Understanding Advertising

Ch 8.5: Sales Promotion and Public Relations

Chapter 9: PRICING THE PRODUCT

Ch 9.1: Price Defined

Ch 9.2: Developing a Pricing Strategy

Ch 9.3: Alternative Approaches to Determining Price

Chapter 10: CHANNEL CONCEPTS: DISTRIBUTING THE PRODUCT

Ch 10.1: Understanding the Functions, Evolution, and Management of Marketing Channels

Ch 10.2: CHANNEL INSTITUTIONS: CAPABILITIES AND LIMITATIONS

Ch 10.3: Channel Organization and Management: Structures, Systems, and Strategies

Chapter 11 - Leveraging Social Media for Marketing

Ch 11.1: Overview of Social Media Marketing

Ch 11.2: Strategies for Content Marketing

Ch 11.3: Effective Email Marketing Techniques

Ch 11.4: Exploring Various Social Media Platforms

Chapter 12: AI in Marketing

Ch 12.1: Harnessing the Power of AI: Transforming Digital Marketing in the Modern Era

Ch 12.2: Unlocking the Potential of AI in Digital Marketing: Benefits and Strategies

Ch 12.3: How AI is Transforming Strategies and Customer Engagement

Ch 12.4: Revolutionizing Marketing with AI: Core Technologies and Their Impact

Ch 12.5: Overcoming Challenges in AI Implementation: Strategies for Success

Assignment

Final Exam

About this course

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