MKG310: Introduction To Marketing SAMPLE

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EMKG310: Introduction to Marketing3Contact Hours:This is a 3-credit course, offered in accelerated format. This means that 16 weeks ofmaterial is covered in 8 weeks. The exact number of hours per week that you canexpect to spend on each course will vary based upon the weekly coursework, as wellas your study style and preferences. You should plan to spend 14-20 hours per weekin each course reading material, interacting on the discussion boards, writing papers,completing projects, and doing research.PLCredit Hours:Course Description and OutcomesMThis course provides a general introduction to marketing principles and policies. Topics such asmarketing functions, price policies and controls, distribution channels, merchandising, and marketresearch as well as competitive practices and government regulations, product development, andintegration of marketing with technology are presented. Students also gain a basic understanding of the4Ps (product, place, price, promotion). Students who completed MKG300 cannot earn credit forMKG310.SAIn this course, the student will obtain a general introduction to marketing principles and policies. Courseunits include marketing functions; price policies and controls; distribution channels, merchandising, andmarket research; competitive practices and government regulations; product development; andintegration of marketing with technology, a basic understanding of the 4Ps (product, place, price,promotion), and current issues.Program Specialization Outcomes:1. Explain what marketing is and how it differs from selling and advertising.2. Identify a target market for a specific product using segment variables to maximize long-term salesand profits.3. Compare pricing strategies based on cost, demand, competition, and customer needs.4. Design the marketing communication mix for a specific product.5. Explain the role of marketing channels.6. Explore ethical matters as they pertain to marketing.7. Prepare a marketing plan suitable for corporate/industry presentation in criminal investigativeprocesses

Participation & AttendanceEPrompt and consistent attendance in your online courses is essential for your success at CSU-GlobalCampus. Failure to verify your attendance within the first 7 days of this course may result in yourwithdrawal. If for some reason you would like to drop a course, please contact your advisor.Course MaterialsPLOnline classes have deadlines, assignments, and participation requirements just like on-campus classes.Budget your time carefully and keep an open line of communication with your instructor. If you arehaving technical problems, problems with your assignments, or other problems that are impeding yourprogress, let your instructor know as soon as possible.Textbook Information is located in the CSU-Global Booklist on the Student Portal.Course Schedule Discussion Boards: The original post must be completed by Thursday at 11:59 p.m. MT and PeerResponses posted by Sunday 11:59 p.m. MT. Late posts may not be awarded points.Opening Exercises: Take the opening exercise before reading each week's content to see which areasyou will need to focus on. You may take these exercises as many times as you need. The openingexercises will not affect your final grade.Mastery Exercises: Students may access and retake mastery exercises through the last day of class untilthey achieve the scores they desire.Critical Thinking: Assignments are due Sunday at 11:59 p.m. MT.Live Classroom: Although participation is not required, a Live Classroom session is held during Week 4.SA MDue DatesThe Academic Week at CSU-Global begins on Monday and ends the following Sunday.Week # 12 ReadingsChapters 1, 2, & 16 in Principles of MarketingKane, G. C. (2015). Enterprise Social Media: Current Capabilitiesand Future Possibilities. MIS Quarterly Executive, 14(1), 1-16.Chapters 3 & 4 in Principles of MarketingKnight, G. (2000). Entrepreneurship and Marketing Strategy: TheSME Under Globalization. Journal of International Marketing,8(2), 12-32.Assignments Discussion (25 points)Opening Exercise (0points)Mastery Exercise (10points)Discussion (25 points)Opening Exercise (0points)

3Chapters 5 & 10 in Principles of MarketingDolnicar, S., & Leisch, F. (2014). Using graphical statistics tobetter understand market segmentation solutions. InternationalJournal of Market Research, 56(2), 207-230. doi:10.2501/IJMR2013-073 4Chapters 6 & 7 in Principles of MarketingKinley, T. R., & Brandon, L. (2015). Branding strategies for homefurnishings products: Consumer perceptions. Journal ofMarketing Development & Competitiveness, 9(1), 93-105. PL Chapters 14 & 15 in Principles of MarketingChitakornkijsil, P. (2012). Brand Integrity, Advertising andMarketing Ethics as well as Social Responsibility. InternationalJournal of Organizational Innovation, 4(4), 109-130.M5 7 8 Chapters 8 & 9 in Principles of MarketingFawcett, S. E., & Waller, M. A. (2013). Considering supply chainmanagement's professional identity: The beautiful discipline(Or, 'We Don't Cure Cancer, But We Do Make a Big Difference').Journal of Business Logistics, 34(3), 183-188.doi:10.1111/jbl.12018 Chapters 11, 12, & 13 in Principles of MarketingLim, W.M. (2015). The influence of internet advertising andelectronic word of mouth on consumer perceptions andintention: Some evidence from online group buying. Journal ofComputer Information Systems, 55(4), 81-89. Chapters 16 in Principles of MarketingMarketing Plan. Retrieved from udent view0/marketing plan.html SA6Discussion (25 points)Opening Exercise (0points)Mastery Exercise (10points)Critical Thinking (90points)Discussion (25 points)Opening Exercise (0points)Mastery Exercise (10points)Critical Thinking (95points)Live Classroom (0 points)Discussion (25 points)Opening Exercise (0points)Mastery Exercise (10points)Portfolio ProjectMilestone (40 points)E Mastery Exercise (10points)Critical Thinking (90points) Discussion (25 points)Opening Exercise (0points)Mastery Exercise (10points)Critical Thinking (95points)Discussion (25 points)Opening Exercise (0points)Mastery Exercise (10points)Discussion (25 points)Opening Exercise (0points)Mastery Exercise (10points)

Portfolio Project (310points)Assignment DetailsThis course includes the following assignments/projects:EModule 1A final Portfolio Project is due at the end of the course. For this assignment, you will either: Create a marketing plan for a company or product/service, orCreate a marketing plan for an existing company: promotion in a new country.PLThis week review the full Portfolio Project description in the Module 8 folder. Review the Portfolio ProjectMilestone in the Module 5 folder. Also review the final Portfolio Project grading rubrics. Contact yourinstructor with any questions.Module 2CRITICAL THINKING ASSIGNMENT (90 Points)Choose one of the following two assignments to complete this week. Do not do both assignments.Identify your assignment choice in the title of your submission. When you are ready to submit, go to theModule 2 folder to upload the document.MOption #1: The Consumer Decision Process ModelChoose a product or service that you connect with as a consumer. In a well-researched essay, explain howthe company has used the consumer decision process model (Chapter 3, Figure 3-9) to effectively marketthe product or service to you. This essay should:Detail the strategy based on the model.Explain why the strategy was successful for you as a consumer.Judge how the company should move into the future.Explain the decision-making process you experienced as a consumer when choosing this productor service.SA Be sure to discuss and reference concepts taken from the assigned textbook reading and relevantresearch. (The CSU-Global Library is a good place to search for research sources.) You must include aminimum of three credible outside references. Follow all APA requirements, including the utilization of athird person writing perspective.Your 2- to 3-page paper must use at least two outside sources besides the textbook and be formattedaccording to CSU-Global Guide to Writing and APA Requirements. Use the CSU-Global library to findreferences.Option #2: Balancing Local Standardized Products GloballyIn this assignment, you will analyze the balance of local standardized products globally. In your essay,include the following: Explain the company’s global strategy.

Discuss how cultural differences are considered and managed. Suggest a plan or strategy for future global growth.Be sure to discuss and reference concepts taken from the assigned textbook reading and relevantresearch. (The CSU-Global Library is a good place to search for research sources.) You must include aminimum of three credible outside references.PORTFOLIO PROJECT REMINDEREYour paper should be 2-3 pages in length, well written, and formatted according to CSU-Global Guide toWriting and APA Requirements.PLOption #1: Marketing Plan for a Company or Product/ServiceIn preparation for completing the Portfolio Project, review all materials in the Principles of Marketingtextbook concerning essentials of the marketing plan; Chapter 16 should be your starting point. Also,please click here to see an example of a marketing plan, Growing a Niche Market: A Targeted MarketingPlan for Colorado Homestead Ranches. Your marketing plan, due in week 8, should be similar to thisexample.Option #2: Marketing Plan for an Existing Company: Promotion in a New CountryIn preparation for completing the Portfolio Project, review all materials in the Principles of Marketingtextbook concerning essentials of the marketing plan; Chapter 16 should be your starting point. Also,please click here to see an example of a marketing plan, Growing a Niche Market: A Targeted MarketingPlan for Colorado Homestead Ranches. Your marketing plan, due in week 8, should be similar to thisexample.MModule 3CRITICAL THINKING ASSIGNMENTChoose one of the following two assignments to complete this week. Do not do both assignments.Identify your assignment choice in the title of your submission. When you are ready to submit, go to theModule 3 folder to upload the document.SAOption #1: Introducing a New Product to the MarketPut yourself in the position of an entrepreneur who is developing a new product or service to introduceinto the market. Briefly describe the product. Then develop the segmentation, targeting, and positioningstrategy for marketing the new product. Be sure to discuss: The overall strategy; why segmenting, targeting, and positioning are useful methodologiesSegmentation and targeting choicesCharacteristics of the target marketWhy that target market is attractiveThe positioning strategyProvide justifications, in the form of research, for your decisions and include your textbook and at leasttwo references to credible sources outside of the course and its required readings/media. (The CSUGlobal Library is a good place to find credible sources.)Your paper should be 2-3 pages in length, well written, and formatted according to CSU-Global Guide toWriting and APA Requirements.

Option #2: Marketing an Existing ProductPut yourself in the position of marketer who wants to market an existing product or service. Create aPowerPoint presentation to explain to potential investors how the new product or service will bemarketed with a focus on the segmentation, targeting, and positioning (STP) strategies.Be sure to cover the following:The big picture; why the STP approach is appropriateHow the market may be segmentedTargeting plans; market attractivenessPositioning strategy utilizing the 4Ps of marketingE PLYour PowerPoint presentation must be 10-15 slides (does not include title, reference slides), well-writtenspeaker notes, informative graphics, and formatted according to CSU-Global Guide to Writing and APARequirements. Include your text and at least two references to credible sources outside of the course andits required readings/ media. (The CSU-Global Library is a good place to find credible sources.)PORTFOLIO PROJECT REMINDEROption #1: Marketing Plan for a Company or Product/ServiceBegin gathering research through the CSU-Global Library or other sources of scholarly literature. Click here for a library tutorial on the CSU-Global Library site on how to find scholarly articles.Click here for a library tutorial on the CSU-Global Library site on how to find Company Profiles.MYou will choose a company by next week for your final portfolio project, in which you will be creating anew product for your selected firm as the basis for this project. Consult with your instructor on possiblechoices.Review the Portfolio Project Description in Week 8 and the Portfolio Project Milestone in Week 5 on theAssignments page, as well and the Portfolio Project Rubrics accessible from the Course Information page.Option #2: Marketing Plan for an Existing Company: Promotion in a New CountryBegin gathering research through the CSU-Global Library or other sources of scholarly literature.Click here for a library tutorial on the CSU-Global Library site on how to find scholarly articles.Click here for a library tutorial on the CSU-Global Library site on how to find Company Profiles.SA You will choose a company by next week for your final portfolio project, in which you will be creating anew product for your selected firm as the basis for this project. Consult with your instructor on possiblechoices.Review the Portfolio Project Description in Week 8 and the Portfolio Project Milestone in Week 5 on theAssignments page, as well and the Portfolio Project Rubrics accessible from the Course Information page.Module 4CRITICAL THINKING ASSIGNMENT (95 points)Choose one of the following two assignments to complete this week. Do not do both assignments.Identify your assignment choice in the title of your submission. When you are ready to submit, go to the

Module 4 folder to upload the document.Option #1: Branding and PackagingIn this assignment, you will analyze branding and packaging. In your essay, include the following: E Choose a brand that you feel loyal to and describe the product and its branding and packagingstrategies.Analyze the effectiveness of these strategies and compare to two similar products. Your researchshould demonstrate your understanding of target markets and specific demographics.Be sure to discuss and reference concepts taken from the assigned textbook reading and relevantresearch. (The CSU-Global Library is a good place to search for research sources.) You must include aminimum of three credible outside references in addition to your text.PLYour paper should be 2-3 pages in length, well written, and formatted according to CSU-Global Guide toWriting and APA Requirements.Option #2: Marketing via Social MediaIn this assignment, you will explore social media in marketing in an essay. In your essay: Choose a brand(or product) that relies heavily on social media or technology to market their product. Examples would beNetflix or Uber. Provide the following: Provide an overview or history of the brand (product).Describe and explain how technology or social media is utilized for marketing purposes.Demonstrate an understanding of target markets and demographics.MYour paper should be 2-3 pages in length, well written, and formatted according to the CSU-Global Guideto Writing and APA Requirements. Be sure to provide at least three outside sources in addition to yourtext.PORTFOLIO PROJECT REMINDERSAOption #1: Marketing Plan for a Company or Product/ServicePrivately email your instructor with project ideas and thoughts for your portfolio project options. Inparticular, choose a company to use for your marketing plan. Review the Portfolio Project Description inWeek 8 and the Portfolio Project Milestone in Week 5 on the Assignments page, as well and the PortfolioProject Rubrics accessible from the Course Information page.Option #2: Marketing Plan for an Existing Company: Promotion in a New CountryPrivately email your instructor with project ideas and thoughts for your portfolio project options. Inparticular, choose a company to use for your marketing plan. Review the Portfolio Project Description inWeek 8 and the Portfolio Project Milestone in Week 5 on the Assignments page, as well and the PortfolioProject Rubrics accessible from the Course Information page.Module 5PORTFOLIO PROJECT MILESTONE (40 points)Option #1: Deliverable: Marketing Plan OutlineSubmit an outline of your marketing plan to instructor for review and feedback. Be sure to include the

following in your plan:Executive summaryCompany overviewSituational analysisObjectives or goals, usually according to strategic plan and focusSTP (market/product/customer) analysisMarketing mixFinancial projectionsImplementation planEvaluation and control metricsE Module 6PLOption #2: Deliverable: Marketing Plan OutlineSubmit an outline of your marketing plan to instructor for review and feedback. Be sure to include theprocess from the inception of the marketing plan to the roll-out and sale of the product in your selectedcountry.CRITICAL THINKING ASSIGNMENT (95 points)Choose one of the following two assignments to complete this week. Do not do both assignments.Identify your assignment choice in the title of your submission. When you are ready to submit, go to theModule 6 folder to upload the document.MOption #1: Pricing and Retail StrategyIn this assignment, you will evaluate pricing and retail strategy. In this essay: Choose a company (it cannot be your portfolio project company). Make sure to choose acompany that you are familiar with and one that you have not used for other modules in thecourse.Describe and evaluate a company’s pricing and retail strategy.Include analysis of the current market situation and the competitive strategy.SABe sure to cite at least three credible outside sources and apply the concepts presented in the textbookregarding pricing and retail strategies. (The CSU-Global Library is a good place to conduct your search foroutside sources.)Your paper should be 2- to-3 pages in length, well written, and formatted according to CSU-Global Guideto Writing and APA Requirements. Use the CSU-Global library to find references.Option #2: Revising a Retail Pricing StrategyIn this assignment, you will revise a retail pricing strategy in a PowerPoint presentation: Choose a company that needs a new retail strategy.Explain why the company is in a declining situation.Explain the current role of technology relative to the company; are technology changes drivingthe decline?Can technology or disintermediation be utilized to create a new strategy?Describe and explain the new retail strategy.

Your PowerPoint presentation must be 6-10 slides (does not include title, reference slides), well-writtenspeaker notes, informative graphics, and formatted according to CSU-Global Guide to Writing and APARequirements. Include at least three references to credible sources outside of the course and its requiredreadings/ media. (The CSU-Global Library is a good place to find credible sources.)EModule 8PLPORTFOLIO PROJECT (310 points)You have a choice between two Portfolio Projects. Do not do both projects. Identify your Portfolio Projectchoice in the title of your document. When you are ready to submit, go to the Module 8 folder to uploadyour Portfolio Project. The milestone in week 5 for either project choice will apply to your final portfoliograde.Option #1: Marketing Plan for a Company or Product/ServiceYour final portfolio for the class will be to create a marketing plan for the company and product/service ofyour choice. If you are choosing a large global company, you MUST create a new product. However, thisnew product may be an upgrade of an existing product. You will need to select a company that you havenot used for your other assignments in the class. Your plan information should address all areas coveredin this course for a marketing plan. The "Company-Business Profiles" link found in the Library under theHow to Find section, is a great place to look for company information for this assignment.MUse the marketing plan that is linked below and is required reading for this module for your final portfolioproject, as a broad guide. The marketing plan document is essential to business strategy and is a focalpoint of this introductory class. The essential information of a marketing plan is outlined in this documentand will serve as the blueprint for your portfolio project due this week.Below is the outline to be followed for this assignment: SA Executive Summary: This provides everything a busy executive needs to know to invest (or not)in your proposal. It captures your key proposal and recommendations/decision factors, andprojected outcomes of the plan's recommendations. Note this is not an introduction to themarketing plan. Typically, this is written after the entire marketing plan has been compiled. (1/2page)Company Overview (1/2 page)Situational Analysis (includes a SWOT analysis): Identify at least two significant factors for eachof the 4 SWOT components. Identify applicable trends that are statistically supported.Competitive Analysis: Create a comparative chart and discuss key aspects. (1-2 pages)Identify Objectives or Goals: Briefly describe your proposal describe what's new and why.What is the opportunity to be addressed or the problem to be solved? (1/2 page)STDP Segmentation: Define and explain why this is needed; explain the segmentation approach(such as the use of demographics) and name market segments. Targeting: Define and explainwhy this is needed and estimate the size your target market. (1 page)Marketing Strategy and Positioning: Explain and support your marketing mix componentdecisions (4Ps), using academic concepts and academic reference sources. Discuss whether yourcompany has a competitive advantage in each section of the marketing mix (4Ps).Positioning: What do you want your customer to think of when regarding your brand, product,proposed product? Take an analytical approach to this section. Create at least one perceptualmap (as applied to differentiation or positioning). (1 page)

E How will Marketing Research be used to support the planning, implementation, and monitoringprocess? What research methodologies will be used? Add a sub-section on ethical and/or legalfactors, plus a CSR (corporate social responsibility) strategy summary. (1 page)Financial Projections: Present a summary spreadsheet. For example: years 1, 2 and 3 units sold,sales volumes. Estimate marketing expenses for promotions/advertising. What is the projectedtimeline of the product life cycle's introduction and growth stage? (1 page maximum)Implementation Plan: Identify specific tactics and steps that will be taken (primarily focused ondistribution, marketing communications, promotion, PR, for example). Create a chart depictingyour advertising/promotion plan with actions, time frame, media choice, for example. Include aMarketing Plan.Technology sub-section: How will marketing technology be used throughout the marketingprocess: marketing research, communications, promotions, monitoring, for example? (1 page)Evaluation and Control Metrics: How will you monitor progress of outcomes in your plan? Howwill you define and measure success? Connect these to your objectives and goals. (1/2-1 page)Conclusion (1 paragraph)PL Other:The following are requirements for your portfolio project: M 8-10 Word pages in the body of the paper. Estimated page counts are listed above in eachsection.Use APA format! Do not enumerate the sections—use regular APA heading format and pleaseuse plenty of headings and sub-headings according to CSU-Global Guide to Writing and APARequirements. Develop full paragraphs and full sentences.Apply marketing models, theory, terminology, and concepts throughout the plan.A minimum of 6 references (in addition to course materials like the textbook or articles). Atleast 2 of these being peer-reviewed articles. The CSU-Global Library is a good place to searchfor credible, scholarly sources.READ THE PORTFOLIO PROJECT RUBRIC IN DETAIL (pre-loaded into the course website). Notethat there are additional aspects that need to be addressed, such as applying critical thinking.SAOption #2: Marketing Plan for an Existing Company; Promotion in a New CountryYour final portfolio for the class will be to create a marketing plan for an existing company of your choice.The marketing plan will introduce and promote an existing product in a new country. You must address allof the points required in Option 1, but do so in a PowerPoint presentation in a bulleted format.Suggested slide setup and number of slides (25 slides): TitleExecutive SummaryCompany OverviewStrengthsWeaknessesOpportunities (trends)ThreatsMarketing Plan ObjectivesSegmentationTarget MarketPositioning MapProduct (features and benefits versus the competition)Price (compared with competition)

Price StrategyPromotional StrategyPlace StrategyBrand StrategyCSR StrategyEthical/Legal FactorsFinancial ProjectionsImplementation PlanEvaluation & Control MetricsConclusionReferencesE Other:The following are requirements for your portfolio project: 15-20 PowerPoint slides in the body of the presentation. Estimated page counts are listed abovein each section.Use APA format for references! Please use plenty of headings and sub-headings according toCSU-Global Guide to Writing and APA Requirements. Develop full paragraphs and full sentences.Apply marketing models, theory, terminology, and concepts throughout the plan.A minimum of 6 references (in addition to course materials like the textbook or articles). Atleast 2 of these being peer-reviewed articles. The CSU-Global Library is a good place to searchfor credible, scholarly sources.READ THE PORTFOLIO PROJECT RUBRIC IN DETAIL (pre-loaded into the course website). Notethat there are additional aspects that need to be addressed, such as applying critical thinking.MCourse PoliciesPL Course GradingSADiscussions20%Opening Exercises 0%Live Classroom0%Mastery Exercises 8%Critical Thinking 37%Portfolio Project 35%In-Classroom PoliciesGrading Scale and PoliciesA95.0 – 100A-90.0 – 94.9B 86.7 – 89.9B83.3 – 86.6B-80.0 – 83.2C 75.0 – 79.9C70.0 – 74.9D60.0 – 69.9F59.9 or below

For information on late work and incomplete grade policies, please refer to our In-Classroom StudentPolicies and Guidelines or the Academic Catalog for comprehensive documentation of CSU-Globalinstitutional policies.EAcademic IntegrityStudents must assume responsibility for maintaining honesty in all work submitted for credit and inany other work designated by the instructor of the course. Academic dishonesty includes cheating,fabrication, facilitating academic dishonesty, plagiarism, reusing /re-purposing your own work (see CSUGlobal Guide to Writing and APA Requirements for percentage of repurposed work that can be used inan assignment), unauthorized possession of academic materials, and unauthorized collaboration. TheCSU-Global Library provides information on how students can avoid plagiarism by understanding what itis and how to use the Library and Internet resources.PLCiting Sources with APA StyleAll students are expected to follow the CSU-Global Guide to Writing and APA Requirements when citingin APA (based on the APA Style Manual, 6th edition) for all assignments. For details on CSU-Global APAstyle, please review the APA resources within the CSU-Global Library under the “APA Guide &Resources” link. A link to this document should also be provided within most assignment descriptions onyour course’s Assignments page.MDisability Services StatementCSU–Global is committed to providing reasonable accommodations for all persons with disabilities. Anystudent with a documented disability requesting academic accommodations should contact theDisability Resource Coordinator at 720-279-0650 and/or email ada@CSUGlobal.edu for additionalinformation to coordinate reasonable accommodations for students with documented disabilities.NetiquetteRespect the diversity of opinions among the instructor and classmates and engage with them in acourteous, respectful, and professional manner. All posts and classroom communication must beconducted in accordance with the student code of conduct. Think before you push the Send button. Didyou say just what you meant? How will the person on the other end read the words?SAMaintain an environment free of harassment, stalking, threats, abuse, insults or humiliation toward theinstructor and classmates. This includes, but is not limited to, demeaning written or oral comments of anethnic, religious, age, disability, sexist (or sexual orientation), or racist nature; and the unwanted sexualadvances or intimidations by email, or on discussion boards and other postings within or connected tothe online classroom.If you have concerns about something that has been said, please let your instructor know.

textbook concerning essentials of the marketing plan; Chapter 16 should be your starting point. Also, please click here to see an example of a marketing plan, Growing a Niche Market: A Targeted Marketing Plan for Colorado Homestead Ranches. Your marketing plan, due in we

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