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Course Contents at a Glance


We decided to put this public-facing page in the "Course Contents" section at the top of every course.

The following example is from Principles of Marketing. Note that, beneath each module title, the list includes short titles for enabling outcomes. No WIMs/PITs, assignments, etc.

Modules should be numbered.

an icon of a pair of binoculars The following list shows a summary of the topics covered in this course. To see all of the course pages, visit the Table of Contents.

Module 1: What Is Marketing?

  • Marketing Defined 
  • Marketing in Action
  • The Marketing Concept
  • Marketing and Customer Relationships
  • How Organizations Use Marketing
  • Value of Marketing

Module 2: Marketing Function

  • Importance of Customer
  • Segmentation and Targeting Introduction
  • Communicating the Value Proposition
  • Evaluating Value Proposition Examples
  • Marketing Mix
  • Using the Marketing Mix
  • Role of Marketing Plan

Module 3: Segmentation and Targeting

  • Segmentation and Targeting Rationale
  • Common Segmentation Approaches
  • Segmentation Decisions
  • Targeting and Marketing Mix

Module 4: Marketing Strategy

  • Evaluate Alignment of Marketing Strategies
  • Marketing Strategy Mechanics
  • Strategic Planning Tools
  • Examples of Corporate Strategies
  • Customer Relationships

Module 5: Ethics and Social Responsibility

  • Ethical Marketing Issues
  • Regulatory Laws
  • B2B and B2C Marketer Ethical Dilemmas
  • Ensuring Ethical Marketing and Sales
  • Social Responsibility Marketing Impact

Module 6: Marketing Information and Research

  • Importance of Marketing Information
  • Types of Marketing Information
  • The Marketing Research Process
  • Marketing Research Techniques
  • Marketing Data Sources
  • Customer Relationship Management (CRM) Systems
  • Using Marketing Information

Module 7: Consumer Behavior

  • Buying Process Stages
  • Low-Involvement vs. High-Involvement Decisions
  • Factors Influencing Consumer Decisions
  • B2B Purchasing Decisions

Module 8: Positioning

  • Defining Positioning and Differentiation
  • The Positioning Process
  • Developing Positioning Statements
  • Repositioning
  • Implementing Positioning Strategy

Module 9: Branding

  • Elements of Brand
  • Brand Equity
  • Brand Positioning and Alignment
  • Name Selection
  • Packaging
  • Brand Development Strategies

Module 10: Product Marketing

  • Products and Marketing Mix
  • Product Life Cycle
  • Product Portfolio Management
  • New Product Development Process
  • Challenges for New Products

Module 11: Pricing Strategies

  • Pricing Impact on Value of Products or Services
  • Pricing Considerations
  • Common Pricing Strategies
  • Price Elasticity
  • Competitive Bidding

Module 12: Place: Distribution Channels

  • Using Channels of Distribution
  • Managing Distribution Channels
  • Retailers As Channels of Distribution
  • Integrated Supply Chain Management and the Distribution Strategy

Module 13: Promotion: Integrated Marketing Communication (IMC)

  • Integrated Marketing Communication (IMC) Definition
  • Defining the Message
  • Determining IMC Objectives and Approach
  • Marketing Communication Methods
  • Using IMC in the Sales Process
  • Customer Relationship Management (CRM) Systems and IMC
  • Measuring Marketing Communication Effectiveness
  • Developing a Marketing Campaign and Budget

Module 14: Marketing Globally

  • Globalization Benefits and Challenges
  • Approaches to Global Competition
  • Factors Shaping the Global Marketing Environment

Module 15: Marketing Plan

  • Elements of the Marketing Plan
  • Presenting the Marketing Plan
  • The Marketing Plan in Action

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