Course

Objective:

Learning Outcomes:

• Describe the 4E framework of social media marketing
• Identify the ethical values marketers should embrace and how ethics can be integrated into a firm's marketing strategy
• Articulate the steps in the consumer decision process and the factors that affect it
• Highlight the similarities and differences between a domestic marketing strategy and a global marketing strategy
• Recognize strategies associated with segmenting, targeting, and positioning
• Identify the strategies concerning product, branding, and packaging decisions
• Differentiate between the marketing of services and the marketing of products
• Identify the critical components of pricing strategy and the methods firms use to set prices
• Describe the steps in designing and executing an advertising campaign and the different ways that advertisers appeal to consumers
• Design and develop a marketing plan
• Outline the implementation of the marketing mix as a means to create customer value
• Differentiate between primary and secondary data and how they're used in marketing
• Identify and apply the principles of product, price, promotion, and distribution through examples of real organizations
• Indicate the importance of marketing channels and supply chain management
• Describe the various integrative marketing communication channels

General Topics: