Principles of Marketing

According to the American Marketing Association, "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large". Based on this definition, there are four components of marketing: creating, communicating, delivering, and exchanging.

This course introduces basic marketing concepts including strategic planning, consumer behavior, segmentation, supply chains, professional selling, customer satisfaction, and the components included in a marketing plan.

Course Outcomes
Participants will


 * 1) Define and demonstrate an understanding of marketing concepts and strategies
 * 2) Apply necessary marketing skills across the areas of marketing to develop a competitive advantage and build long term customer relationships
 * 3) Describe target market strategies
 * 4) Analyze marketing concepts, specifically product, price, place, and promotion
 * 5) Assess ethical implications related to marketing strategies
 * 6) Create a marketing plan

Lessons

 * 1) /Define Marketing/
 * 2) Strategic Planning
 * 3) Consumer Behavior
 * 4) Segmentation, Targeting, and Positioning (STP)
 * 5) Product Creation and Branding
 * 6) Marketing Channels
 * 7) Supply Chains
 * 8) Marketing Research
 * 9) Integrated Marketing Communications (IMC)
 * 10) Public Relations and Social Media
 * 11) Professional Selling
 * 12) Customer Satisfaction
 * 13) The Marketing Plan