Business Strategy And Operations
Essential Marketing Strategies
Competitive Marketing Strategies: Analyzing Your Organization
Distribution and E-Marketing Ethics in the Marketing Mix
Product, Pricing, and Promotion in the Marketing Mix
The Basics of Marketing

Competitive Marketing Strategies: Analyzing Your Organization

Course Number:
mkt_05_a05_bs_enus
Lesson Objectives

Competitive Marketing Strategies: Analyzing Your Organization

  • recognize the purpose of competitive marketing strategies
  • categorize examples of resources and competencies important for creating and maintaining competitive advantage
  • recognize the steps in identifying important organizational capabilities
  • identify areas of focus when analyzing your organization's marketing strategy and structure
  • recognize aspects to examine when analyzing your organization's systems, productivity, and marketing mix
  • identify examples of what you should consider when conducting an innovation audit

Overview/Description
When developing competitive marketing strategies, one of the most important steps is carrying out effective research and analysis. You need to assess your organizational capabilities as well as your marketing activities. This course describes how to conduct an internal analysis as part of the process of developing competitive marketing strategies. It explains the types of questions you may need to ask about your organizational resources and capabilities. And it describes areas to consider when doing a marketing audit and looking at innovation activities.

Target Audience
Anyone who wants to develop or refine their marketing skills.

Distribution and E-Marketing Ethics in the Marketing Mix

Course Number:
mkt_05_a04_bs_enus
Lesson Objectives

Distribution and E-Marketing Ethics in the Marketing Mix

  • recognize the importance of effective distribution
  • identify the key considerations in selecting appropriate distribution channels for your products
  • match distribution strategies and systems with their descriptions
  • identify guidelines for selecting distribution network intermediaries
  • recall guidelines for managing intermediaries in the distribution network
  • identify characteristics and benefits of online distribution
  • match elements of the marketing mix to the related ethical concerns in e-marketing
  • recognize the importance of establishing effective distribution channels and being aware of ethical concerns

Overview/Description
Distribution is all about managing the journey a product takes from producer to consumer, and how value travels back from the consumer to the producer. In this course, you'll learn about the importance of having an effective distribution model and the things you should consider when selecting a distribution channel. You'll also learn about key distribution strategies and systems and how to select and manage distributors. Finally, you'll learn about online distribution opportunities and the benefits and ethical concerns associated with e-marketing.

Target Audience
Anyone who wants to develop or refine their marketing skills.

Product, Pricing, and Promotion in the Marketing Mix

Course Number:
mkt_05_a03_bs_enus
Lesson Objectives

Product, Pricing, and Promotion in the Marketing Mix

  • identify the typical roles of marketing in the development of new products
  • match the stages of the product life cycle to their goals
  • classify pricing objectives as being financial or marketing objectives
  • match pricing strategies to their definitions
  • recognize examples of different pricing promotions
  • match promotional techniques with their descriptions
  • match characteristics of marketing communication campaigns to either traditional or online media
  • recognize the roles of product, price, and promotion in the marketing mix

Overview/Description
In today's highly competitive marketplace, it's more important than ever to know how to develop, promote, and sell successful products and services. The marketing mix is a collection of elements used to satisfy customers' needs and meet business objectives. In this course, you'll learn about a few elements of the marketing mix: product, price, and promotion. You'll learn how marketing is involved in developing new products and about the stages of the product life cycle and their goals. You'll also learn about pricing, including how to approach product pricing and the factors that affect a product's price. Finally, you'll learn about promotional techniques, including traditional and online marketing.

Target Audience
Anyone who wants to develop or refine their marketing skills.

The Basics of Marketing

Course Number:
mkt_05_a01_bs_enus
Lesson Objectives

The Basics of Marketing

  • match business styles to the underlying principles that guide decision making
  • identify the key objectives of the marketing function in organizations
  • identify the key characteristics of online marketing
  • recognize descriptions of market segmentation and targeting
  • match positioning strategies to their descriptions
  • identify elements of the marketing mix
  • identify elements of the modern marketing mix
  • recognize characteristics of modern marketing

Overview/Description
Marketing is a core business process that helps companies develop strong relationships with consumers. Understanding its function will help you better understand the relationship that companies need to build with their customers, how they do it, and the impact these activities can have on a company's bottom line. In this course, you'll learn about marketing as a key business process, its link to overall corporate strategy, and how online and social media marketing is changing the face of marketing by bringing companies and customers closer together. The importance of marketing planning is also discussed including careful consideration of key concepts such as segmentation, targeting and positioning. Finally, you'll learn about the traditional and modern marketing mixes.

Target Audience
Anyone who wants to develop or refine their marketing skills.

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