Principles of Marketing

Principles of Marketing Module 1
Marketing Fundamentals

• What is Marketing and Value
• The History of Marketing
• Kurtz’s Four Eras of Marketing
• Marketing in the 21st Century
• Delivering Customer Value
• Customer Criteria for Determining Value
• The Marketing 3.0 Landscape
• The Craft Beer Movement

Principles of Marketing Module 2
The Marketing Process

• Marketing as a Humanity-Centric Practice
• The Marketing Process: Crucial to Business Operations
• Situation Analysis
• Marketing Strategy
• Campaign Development
• Execution
• Management
• Measurement

Principles of Marketing Module 3
The Marketing Mix: Products

• Designing Products for Customer Value
• Managing Product Life Cycles
• The Paradox of Choice
• What Does a Marketer Do
• When the Product is a Pure Service
• How Services Differ From Goods
• When the Product is an Idea
• Product Strategy

Principles of Marketing Module 4
The Marketing Mix: Place

• Why Place Matters
• The Changing Language of Place
• Where Customers Meet Sellers
• Intermediaries: The Distribution Channel
• Manufacturing: Where the Goods Originate
• Place Strategy: A Global Approach
• Logistics and Distribution
• Increasing Bottom-Line Profits

Principles of Marketing Module 5
The Marketing Mix: Price

• Pricing Basics
• Many Ways to Say “Price”
• Pricing Strategies
• Volume Marketization
• Inputs to the Pricing Decision
• Adjusting Price Strategically
• Challenges to Effective Pricing Strategies
• Pricing Wars

Principles of Marketing Module 6
The Marketing Mix: Promotion

• Branding: The DNA of Promotions
• Positioning Strategy
• Using Promotions to Strengthen Brands
• Promotional Mix Decisions
• Crafting Marketing Messages
• Promotional Mix Issues in a Marketing 3.0 World
• Practicing One-To-One Direct Marketing
• Developing the Creative Approach

Principles of Marketing Module 7
Target Markets

• Consumer Purchasing Behavior
• It’s All In Their Minds-Emotions and Motivations
• Self-Expression and Brand Loyalty
• The “STP” Approach: Segmentation, Targeting, and Positioning
• Driving Better Strategies with Customer Data
• Emphasis on the Relationship
• The Goal: Customers for Life
• Recommendations

Principles of Marketing Module 8
Marketing Environment

• In the Environment: Actors and Forces
• Social and Cultural Factors
• Demographics
• Technological and Ecological Factors
• Ecology: A Limited Resource
• Economic and Political/Legal Factors
• The Global Business Environment
• Manufacturers Shift Focus

Principles of Marketing Module 9
Managing the Marketing Effort

• Putting Marketing in Context
• Analysis
• SWOT Analysis
• Planning
• Developing the Media Plan
• Implementation and Control
• Marketing Management and the IMC Approach
• Concerns Regarding IMC

Principles of Marketing Module 10
Responsible Marketing

• Responsibility to the Public
• Responsibility to the Marketing Profession
• Professional Organizations for Marketers
• Responsibility to Your Organization
• Responsibility to Yourself
• The Free Agent Philosophy
• Marketing: A Vibrant Career Path
• Basic Principles of Marketing: Putting It All Together

**Outlines are subject to change, as courses and materials are updated.**