MKG102 - Marketing Essentials

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Course curriculum

1. Introduction
1. Learning Outcomes
2. What is Marketing?
3. The Four P's
4. Official Definition of Marketing
5. Exchange
6. Lesson Summary
7. Quiz - 1.1
1. Four Orientations
2. Production Orientation
3. Sales Orientation
4. Marketing Orientation
5. Societal Marketing Orientation
6. Summary
7. Quiz - 1.2
1. The Organization's Focus
2. Customer Value
3. Elements of Customer Value
4. Customer Satisfaction
5. Relationship Marketing
6. Lesson Summary
7. Quiz - 1.3
1. Lesson Objectives
2. Definition of Ethical Behavior
3. Business Ethics
4. Three Levels of Ethical Development
5. Factors in Ethical Business Decision Making
6. Ethical Development in Business
7. Lesson Summary
8. Quiz - 1.4
1. Lesson Objectives
2. What is Corporate Social Responsibility?
3. Sustainability
4. Stakeholder Theory
5. Arguments Against Corporate Social Responsibility
6. Arguments for Social Responsibility
7. Lesson Summary
8. Quiz - 1.5
1. Cause-Related Marketing
2. Pros for Cause-Related Marketing
3. Downside of Cause-Related Marketing
4. Negative Results from Cause-Related Marketing
5. Lesson Summary
6. Quiz - 1.6
1. Introduction
1. Strategic Alternatives
2. Four Strategic Alternatives
3. Selecting a Strategic Alternative
4. Four Quadrants of a Portfolio Matrix
5. Four Ways to Allocate Resources for the Matrices
6. Lesson Summary
7. Quiz - 2.1
1. Why Have a Mission Statement?
2. How to Develop an Appropriate Mission Statement
3. How to Develop an Appropriate Mission Statement
4. Step One: The Mission Statement Cannot Be Too Narrow
5. Step Two: The Mission Statement Cannot Be Too Broad
6. Step Three: The Mission Statement Should Be Balanced
7. Lesson Summary
8. Quiz - 2.2
1. Lesson Objectives
2. Mission Statement
3. Situational Analysis
4. Internal Strengths and Weaknesses
5. External Opportunities and Threats
6. Lesson Summary
7. Quiz - 2.3
1. Lesson Objectives
2. Competitive Advantage
3. Cost Competitive Advantage
4. Product/Service Differentiation
5. Niche Competitive Advantage
6. Lesson Summary
7. Quiz - 2.4
1. Market Penetration
2. Market Development
3. Product Development
4. Diversification
5. Lesson Summary
6. Quiz - 2.5
1. Learning Outcomes
2. Target Market explained
3. Identifying Target Markets
4. Marketing Mix
5. Product Strategies
6. Place Strategies
7. Promotion Strategies
8. Pricing Strategies
9. Implementation and Control
1. Imtroduction
1. What Is a Marketing Strategy?
2. Social Influences
3. Legal Influences
4. Economical Influences
5. Political Influences
6. Technological Influences
7. Competitive Influences
8. Lesson Summary
9. Quiz - 3.1
1. Introduction
2. Culture
3. Values
4. Attitudes
5. Beliefs
6. Lesson Summary
7. Quiz 3.2
1. Marketing Environment
2. Consumer Incomes
3. Financial Power of Women
4. Purchasing Power
5. Inflation
6. Recession
7. Lesson Summary
8. Quiz 3.3
1. Learning Outcomes
2. What Is Technology?
3. Product Enhancement
4. Informing Consumers
5. Lesson Summary
6. Quiz - 3.4
1. Competition for Market Share and Sales
2. Competitive Analysis
3. Key to Competitive Survival
4. Lesson Summary
5. Quiz - 3.5
1. Introduction
1. Global Marketing
2. Importance of Global Marketing: Opportunity
3. Benefits of Global Marketing
4. Fears of Global Marketing
5. Lesson Summary
6. Quiz - 4.1
1. Global Internet Marketing
2. Pros of Internet and Global Marketing
3. Cons of Internet and Global Marketing
4. The Marketing Mix
5. Lesson Summary
6. Quiz 4.2
1. Assessing Global Markets Externally
2. Economic
3. Infrastructure and Technology
4. Government
5. Sociocultural Factors
6. Lesson Summary
7. Quiz 4.3
1. International Marketing Mix
2. The First Steps
3. Product & Promotion Changes
4. Place Changes
5. Price Changes
6. The Internet and International Marketing Mix
7. Lesson Summary
8. Quiz 4.4
1. Going Global
2. Exporting
3. Licensing
4. Franchising
5. Contract Manufacturing
6. Joint Venture
7. Direct Investment
8. Lesson Summary
9. Quiz 4.5
1. Intrroduction
1. Learning Outcome
2. Consumer Behavior
3. Consumer Decision-Making Process
4. Need Recognition
5. Information Search
6. Evaluation of Alternatives and Purchase
7. Post-Purchase Behavior
8. Lesson Summary
9. Quiz - 5.1
1. Lesson Objectives
2. Predicting Consumer Behavior
3. What Is Consumer Behavior?
4. Marketing Strategy and the Four Ps
5. Lesson Summary
6. Quiz - 5.2
1. Associations and Consumer Psychology
2. Learning and Consumer Behavior
3. Memory
4. Building Brand Associations
5. Conditioning
6. Lesson Summary
7. Quiz - 5.3
1. Learning Outcomes
2. What Is a Brand?
3. Brand Familiarity and Confidence
4. Purchase Involvement
5. Brand Familiarity
6. Lesson Summary
7. Quiz - 5.4
1. Learning Outcomes
2. Post-Purchase Feelings and Behavior
3. Cognitive Dissonance
4. High-Involvement Purchases
5. Post-Purchase Dissonance
6. Avoiding Post-Purchase Dissonance
7. Dissonance and Marketing Strategy
8. Lesson Summary
9. Quiz - 5.5
1. Learning Outcomes
2. Consumer Decisions and Strategy
3. Types of Consumer Decisions
4. Purchase Involvement
5. Nominal Decision Making
6. Limited Decision Making
7. Extended Decision Making
8. Lesson Summary
9. Quiz - 5.6
1. External Influences and Buying Decisions
2. Culture and Values
3. Social Class
4. Reference Groups and Opinion Leaders
5. Lesson Summary
6. Quiz - 5.7
1. Introduction
1. Key Differences in Business Marketing
2. First Difference - Individual Roles of Buying Center
3. Second Difference - Evaluative Criteria
4. Third Difference - Buying Situations
5. Fourth Difference - Business Ethics
6. Fifth Difference - Customer Service
7. Lesson Summary
8. Quiz 6.1
1. The Four Different Types of Business Markets
2. Business Markets Defined
3. Business Markets in Action
4. Why the Four Business Markets Are Important to Marketers
5. Lesson Summary
6. Quiz 6.2
1. Introduction
1. Market Segmentation
2. Purpose and Concept of Market Segmentation
3. Importance of Market Segmentation
4. Criteria for Successful Segmentation
5. Lesson Summary
6. Quiz - 7.1
1. Ways to Segment Consumer Markets
2. Geographic Segmentation
3. Demographic Segmentation
4. Psychographic Segmentation
5. Benefit Segmentation
6. Usage-Rate Segmentation
7. Lesson Summary
8. Quiz - 7.2
1. Business Markets
2. Four Broad Business Market Segments
3. Segmenting by Company Characteristics
4. Segmenting by Buying Processes
5. Lesson Summary
6. Quiz - 7.3
1. Car Shopping
2. Product Positioning
3. Product Differentiation
4. Perceptual Mapping
5. Repositioning
6. Lesson Summary
7. Quiz 7.4
1. Defining Business Products and the Business Market
2. Producers and Resellers
3. Governments and Institutions
4. Types of Business Products
5. Lesson Summary
6. Quiz - 7.5
1. Consumer Products
2. Convenience Products
3. Shopping Products
4. Specialty Products
5. Unsought Products
6. Lesson Summary
7. Quiz - 7.6
1. New Product Introduction
2. What Is Product Development?
3. How These New Products Come About
4. Where the Growth Comes From
5. The Cost of Product Development - ROI
6. Lesson Summary
7. Quiz - 7.7
1. What Is a Brand?
2. Where Branding Starts
3. What Builds Brand Equity
4. Lesson Summary
5. Quiz - 7.8
1. Introduction
1. It Starts with a Consumer Need
2. New Product Development Process
3. Creating the New Product
4. Selling the New Product
5. Lesson Summary
6. Quiz 8.1
1. New Products
2. Categories of New Products
3. Step 1 - New Product Strategy
4. Step 2 - Idea Generation
5. Step 3 - Business Analysis
6. Step 4 - Development
7. Step 5 - Test Marketing
8. Step 6 - Commercialization
9. Lesson Summary
10. Quiz - 8.2
1. How to Create a Marketing Mix for Different Cultures
2. Cross-Cultural Marketing
3. Four Types of Marketing Mix Changes
4. Four Types of Marketing Mix Changes: Examples
5. Lesson Summary
6. Quiz - 8.3
1. The Consumer Adoption Process
2. The Five Stages of Adoption
3. How Marketers Use the Adoption Process
4. Lesson Summary
5. Quiz 8.4
1. The Product Adoption Lifecycle
2. The Five Classes of Consumers
3. How Marketers Use the Product Adoption Lifecycle
4. Lesson Summary
5. Quiz - 8.5
1. The Life of a Product
2. Product Life Cycle: Introductory Stage
3. Product Life Cycle: Growth Stage
4. Product Life Cycle: Maturity Stage
5. Product Life Cycle: Decline Stage
6. Lesson Summary
7. Quiz 8.6
1. Definition of Retailing
2. Ownership
3. Level of Service
4. Product Assortment
5. Lesson Summary
6. Quiz 8.7
1. Reaching Target Markets
2. Specialty Stores
3. Department Stores
4. Discount Stores
5. Electronic Retailers
6. Lesson Summary
7. Quiz - 8.8
1. The Farmer Goes Retail
2. Retail Marketing Strategy
3. Defining a Target Market
4. Product
5. Promotion
6. Place
7. Price
8. Presentation
9. Personnel
10. Lesson Summary
11. Quiz 8.9
1. Introduction
1. Services
2. Marketing Services
3. Intangibility
4. Inseparability
5. Heterogeneity
6. Perishability
7. Product Strategy for Services
8. Place Strategy for Services
9. Promotion Strategy for Services
10. Price Strategy for Services
11. Lesson Summary
12. Quiz 9.1
1. Marketing Has Come a Long Way
2. For-Profit and Non-Profit Marketing
3. How the Two Compare
4. Breaking Down the Four Ps
5. Lesson Summary
6. Quiz 9.2
1. What is a Marketing Channel?
2. Providing Specialization/Division of Labor
3. Overcoming Discrepancies
4. Lesson Summary
5. Quiz 9.3
1. Channel Intermediaries: Definition
2. Merchant Wholesaler
3. Agents and Brokers
4. Channel Functions of Intermediaries
5. Lesson Summary
6. Quiz - 9.4
1. Channel Power
2. Channel Conflict
3. Horizontal Conflict
4. Vertical Conflict
5. Lesson Summary
6. Quiz - 9.5
1. Supply Chain Integration
2. Relationship Integration
3. Measurement Integration
4. Technology/Planning Integration
5. Material and Service Supplier Integration
6. Internal Operations Integration
7. Customer Integration
8. Lesson Summary
9. Quiz - 9.6
1. Introduction
1. Marketing Communication
2. The Sender and Encoding
3. Message Channel
4. The Receiver and Decoding
5. Feedback
6. Lesson Summary
7. Quiz - 10.1
1. Purpose of Promotion
2. Informing
3. Persuading
4. Reminding
5. Lesson Summary
6. Quiz - 10.2
1. Marketing Mix: Promotion
2. The AIDA Model
3. The AIDA Model: Attention
4. The AIDA Model: Interest
5. The AIDA Model: Desire
6. The AIDA Model: Action
7. Lesson Summary
8. Quiz - 10.3
1. Integrated Marketing Communication
2. IMC Plan - Advertising
3. IMC Plan - Public Relations
4. IMC Plan - Sales Promotion
5. IMC Plan - Personal Selling
6. Lesson Summary
7. Quiz - 10.4
1. The Promotional Mix
2. Advertising
3. Public Relations
4. Sales Promotion
5. Lesson Summary
6. Quiz - 10.5
1. Advertising
2. Advertising and Market Share
3. More Effects of Advertising on Consumers
4. Lesson Summary
5. Quiz - 10.6
1. The Advertising Ninja Apprentice
2. Institutional Advertising
3. Product Advertising
4. Comparative Advertising
5. Competitive Advertising
6. Lesson Summary
7. Quiz - 10.7
1. Media Campaigns
2. Magazines
3. Newspapers
4. Radio
5. Television
6. Outdoor Media
7. Internet and Alternate Media
8. Evaluating Media
9. Lesson Summary
10. Quiz - 10.8
1. Public Relations and Advertising
2. Public Relations Goals and Functions
3. Example of Public Relations
4. Lesson Summary
5. Quiz - 10.9
1. Public Relations
2. Publicity
3. Public Relation Tools
4. Lesson Summary
5. Quiz - 10.10
1. Sales Promotion
2. Characteristics of Sales Promotion
3. Lesson Summary
4. Quiz - 10.11
1. Sales Promotion
2. Consumers and Sales Promotion
3. Objectives of Sales Promotion
4. Lesson Summary
5. Quiz - 10.12
1. Trade Sales Promotion
2. Persuading Retailers
3. Encouraging Promotion
4. Maintaining Stock
5. Lesson Summary
6. Quiz - 10.13
1. Customer Relationship Management
2. Identifying the Best Customers
3. CRM and Technology
4. Lesson Summary
5. Quiz - 10.14
1. Exam instructions
2. Final exam

About this course

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482 lessons
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CHAPTER 1 - Marketing Philosophies and Ethics

Ch 1.1 - Introduction to Marketing

Ch 1.2 - Marketing, Production, Sales & Societal Marketing Orientation

Ch 1.3 - Market Orientation and Sales Orientation: Definition and Differences

Ch 1.4 - Ethical Behavior in Marketing: What Are Marketing Ethics?

Ch 1.5 - Business Ethics: Corporate Social Responsibility

Ch 1.6 - Ethics and Cause-Related Marketing

Ch 2 - Competitive Advantage in Marketing

2.1 - Competitive Advantage: The Importance of Strategic Marketing

Ch 2.2 - Business Plans: How to Develop a Business Mission Statement

Ch 2.3 - What is SWOT: Situation Analysis in Marketing

Ch 2.4 - Types of Competitive Advantage: Cost, Product, Niche & Sustainable Advantages

Ch 2.5 - How to Identify Strategic Alternatives in Marketing

Ch 2.6 - Target Market Strategies for Successful Business

CH 3 - The Marketing Environment

Ch 3.1 - Marketing Environment: External Influences on Marketing Strategy

Ch 3.2 - Attitudes, Values & Belief: Social Factors in Marketing

Ch 3.3 - Consumer and Industry Reaction to the Market and Economy

Ch 3.4 - Technology's Impact on Marketing and Marketers

Ch 3.5 - Foreign and Domestic Business Competition: Definition and Regulations

Ch 4 - International Market Place

Ch 4.1 - International Marketing: The Importance of Global Marketing Strategy

Ch 4.2 - Internet and Global Marketing: E-commerce on an International Scale

Ch 4.3 - International External Marketing: Culture, Economics, Tech & More

Ch 4.4 - International Marketing Mix and the 4 Ps of Marketing

Ch 4.5 - Breaking Into Foreign Markets: International Marketing Strategies

Ch 5 - Consumer Decision Making in Marketing

Ch 5.1 - Understanding the Consumer Decision-Making Process

Ch 5.2 - Consumer Behavior Theory and Marketing Strategy

Ch 5.3 - Consumer Psychology and the Purchase Process

Ch 5.4 - Brand Familiarity and the Purchase Process

Ch 5.5 - Cognitive Dissonance & Post-Purchase Process

Ch 5.6 - Buying Behavior and Marketing: Types of Consumer Buying Decisions

Ch 5.7 - Influences on Consumer Buying Decisions: Cultures, Values & More

Ch 6 - Business Marketing and Marketing Research

Ch 6.1 - B2B vs. B2C: How Business Marketing Differs from Consumer Marketing

Ch 6.2 - Business Marketing: Producers, Resellers, Governments & Institutions

Ch 7 - Segmentation and Product Marketing

Ch 7.1 - Market Segmentation: Why Market Segments Are Important to Marketers

Ch 7.2 - Market Segmentation: Geographic, Demographic, Psychographic & More

Ch 7.3 - How to Segment Business Markets Step-by-Step

Ch 7.4 - Positioning and Differentiation in Consumer Marketing

Ch 7.5 - What is a Business Product: Definition for Marketers

Ch 7.6 - Consumer Products: Convenience, Shopping, Specialty & Unsought Products

Ch 7.7 - Product Development and Business Growth: Process & Strategies

Ch 7.8 - Branding and Brand Equity in Business Marketing

Ch 8 - Managing a Product and Retailing

Ch 8.1 - How to Develop and Market New Consumer Products

Ch 8.2 - Types of New Products: New Product Lines, Product Improvements & More

Ch 8.3 - How to Create a Marketing Mix for Individual Cultures & Countries

Ch 8.4 - How a New Product is Adopted by Consumers

Ch 8.5 - Classes of Adopters: Innovators, Early, Late and Laggards

Ch 8.6 - Product Life Cycles: Development, Design and Beyond

Ch 8.7 - Retailing's Role in Marketing: Definition and Dimensions

Ch 8.8 - Retail Segments, Target Markets and Marketing Strategies

Ch 8.9 - Retail Marketing Mix vs. Traditional Marketing Mix

CHAPTER 9 - Services Marketing, Marketing Channels & Supply Chain Management

Ch 9.1 - Services Marketing: The Difference Between Services and Goods

Ch 9.2 - How Non-Profit Marketing Differs from For-Profit Marketing

Ch 9.3 - Marketing Channel: Definition and Function in the Marketplace

Ch 9.4 - Channel Intermediaries: Definition and Function in Business

Ch 9.5 - Channel Conflict: Horizontal & Vertical Conflict

Ch 9.6 - Supply Chain Management: Technology, Measurement, Relationship & Material Integration

Ch 10 - Promotion, Advertising and Public Relations

Ch 10.1 - Promotion and the Consumer Communication Process

Ch 10.2 - Goals of Promotion and the Marketing Mix

Ch 10.3 - Consumer Awareness of Promotion: The AIDA Acronym

Ch 10.4 - Integrated Marketing Communication and the Marketing Plan

Ch 10.5 - The Promotional Mix: Target Markets, Buying Decisions & More

Ch 10.6 - Effects of Advertising on Consumer Buying Behavior

Ch 10.7 - Types of Advertising: Institutional and Product Advertising

Ch 10.8 - Advertising Media Choices and Marketing Strategy

Ch 10.9 - How Public Relations Is Different from Advertising

Ch 10.10 - Why Companies Use Public Relations

Ch 10.11 - Sales Promotion in the Promotional Marketing Mix

Ch 10.12 - Consumer Sales Promotion: Definition and Purpose

Ch 10.13 - Trade Sales Promotion and the Promotional Marketing Mix

Ch 10.14 - Customer Relationship Management and Marketing Technology

FINAL EXAM

About this course