Modern Marketing Essentials

Instructor: Don Caplan
Course ID: RE6003

Modern Marketing Essentials

Instructor: Don Caplan Course ID: RE6003

In this course, you will develop skills necessary for choosing, providing and communicating value while recognizing the complexities and interdependencies involved in today’s business environment. Specifically, students will develop an appreciation for the analytical and strategic decision-making skills necessary to prepare a marketing plan for an organization or an entrepreneurial venture. At the end of this course, you will be able to: Describe the process by which products/services are planned, priced, promoted and distributed for the benefit of the consumer and society; Articulate the relationship of marketing as a key element of a socially responsible and ethical organization strategy; Express and use key marketing vocabulary, knowledge and theoretical perspectives; Articulate insights into the customer value creation process in identifying creative and competitive customer solutions, and; Explain principles of sustainable marketing in a global context. There are no recommended pre-requisites for this course.

Key Outcomes

Lecture 1 - Creating and Capturing Customer Value

Lecture 2 - Where Marketing Begins – Strategic Thinking

Lecture 3 - Social Responsibility and Marketing Ethics

Lecture 4 - Analyzing the Marketing Environment

Lecture 5 - Information and Marketing Intelligence

Lecture 6 - Consumer/Buyer Behavior

Lecture 7 - Segmentation, Targeting and Positioning

Lecture 8 - Product and Corporate Branding

Lecture 9 - Marketing Channels

Lecture 10 - Integrated Marketing Communications

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