Marketing communication Strategies and Planning

introduction to marketing

the role of marketing within a firm

customer wants and needs marketing decisions

product placement promotion and price are four elements of the marketing mix

siva solution incentive information value and access

the marketing exchange

relationship building with various stakeholders

the marketing environment

marketing by individuals and firms

marketing methods used to deliver value

evolution of the marketing orientation

contemporary relationship marketing

business marketing

social marketing


branding concepts and techniques

value based marketing

the development of value driven firms

the importance of marketing

marketing can play a key role in integrating supply chain processes and promoting

global marketing strategies

consumer awareness

careers in marketing

types of marketing careers

marketing as an entrepreneurial force

importance of evaluating marketing performance

marketing performance metrics

methods for evaluating marketing performance

marketing strategies and planning process

customer satisfaction and loyalty is essential to any marketing plan

strategic business units

marketing planning and strategy is to produce multiple sources

strategic views

market penetration

market development

bcg matrix

ge approach to strategic planning

introducing the marketing plan

what makes a marketing plan effective

advantages of a marketing plan

marketing plan advantages

successful marketing planning

marketing plan elements

purpose of the marketing plan

why a marketing plan is essential

steps required to forecast

steps to creating a marketing plan

defining the business mission

conducting a situational analysis

defining the marketing objectives

defining the target market

creating a marketing mix

managing marketing strategy

the marketing environment 2

external environment in marketing strategy

internal factors


calculating market share

how competitors operate monitoring competition

external factors

consumer income purchasing power and confidence

cultural values marketers must understand the cultures that govern customers buying habits

demographics identify common demographic changes in the current marketplace

different types of external factors or trends used in creating marketing strategies

technology impact of technology on marketing

use of new technologies in marketing and research

marketing innovation trends

introduction to consumers

goals of consumer market research

quantitative vs qualitative research

what is quantitative research

what is qualitative research

the market research process

marketing research data collection process

developing insights and an action plan

technology to assist market research

what are market segmentation

the importance of market segmentation

developing a market segmentation

identification of target markets

concentrated targeting

measuring a successful segmentation

identification of target markets 2

concentrated targeting 2

conducting a segmentation

segmentation for b2b marketing

b2b businesses operate company

evaluating market segments

how to select targeted groups selecting target markets

competitive perceptual positioning

positioning bases

the consumer decision process

information search

consumer decision process

influences of personality on the consumer decision process

social influences on the consumer decision process

consumer experience factors influencing experience involvement and satisfaction

business marketing 2

what is business marketing

b2b promotional mix

b2b vs consumer marketing similarities and differences

types of businesses

business customer interactions

customer concerns b2b companies implement client services or customer care processes

purchase behavior

purchase influences

promotional methods promotional tools used in the b2b marketing mix

industrial classification

the business buying decision process

stages of business buying

business ethics in b2b

customer service as a supplement to products

the importance of services marketing

services as products

service marketing management and metrics

client based relationships marketing

marketing mixes for services

siva solution incentive information value and access 2

service quality

trade and globalization

are global corporations beneficial

global marketing environment

measuring the economic environment

political and regulatory environment

demographics of new markets

important international bodies and agreements

the world trade organization

types of international business

what is franchising

multinational firms improved communication and technology

outsourcing business functions

contract manufacturing


global marketing mix relationship between product and promotion

promotional mix changes in promotion

marketing mix changes in placement

marketing mix changes in pricing

global marketing and the internet

introduction to price

terms used to describe price

the importance of price to marketers

value and relative value

competitive dynamics and pricing

demand analysis

the influence of supply and demand on price

yield management systems

inputs to pricing decisions

pricing objectives

why pricing objectives focus on delivering return on investment

product quality

general pricing strategies

demand based pricing

competitor based pricing

markup pricing

profit maximization pricing

specific pricing strategies

product line pricing

pricing during difficult economic times

pricing strategies everyday low pricing other pricing strategies

pricing tactics

value based pricing

geographic pricing

pricing legal concerns

what is a product

benefits and solutions

what is a product 2

benefits and solutions 2

types of products consumer products and shopping products

shopping products

specialty products

unsought products

business products

product line and product mix

product life cycles

impact of the product life cycle on marketing strategy

managing existing products

when to modify products

new product development

new product development strategy

idea generation for new products

concept testing

business analysis

developmentmarketing development stages of new product development

test marketing the stage where all the variables in the marketing plan

commercialization the process of launching a new product

differentiating factors in product design

organizational requirements for product development and management

the spread of new products four main elements that influence the spread of new ideas and technologies

branding a brand refers to a name term symbol or any other type

value of branding long term profitability through increased customer loyalty

what is the purpose of branding and why is it so important

benefits of branding for the consumer manufacturer retailer

brand loyalty consumer purchase behavior following perceived value satisfaction and brand trust

benefits of brand loyalty

brand equity measuring brand equity

types of brands individual products ranges services organizations individuals

brand ownership building a brand

branding strategies different types of branding strategies

packaging the purposes of packaging

packaging strategies highlight key product attributes qualifiers branding images strategic value

global considerations in branding and packaging

marketing channels in the supply chain

types of marketing channels direct selling selling through intermediaries dual distribution

strategic selection of marketing channels

channel intermediaries functions of agents wholesalers distributors and retailers

streamlining distribution planning and efficient use of supply chain resources

channel structures business to consumer and business to business marketing

alternative channel arrangements additional types of marketing

distribution channels member characteristics

marketing channel strategy decisions

distribution intensity different distribution intensity strategies

marketing channel relationships

marketing channel relationships channel power control and leadership

channel partnerships are strategic collaborations

introduction to integrated marketing communications

benefits of integrated marketing communications

integrated marketing communications process

consumer perception of communication

aida model

what is the aida approach

understanding promotion how promotional tools work together

brand awareness and loyalty

identifying prospects customers and understand their needs

encouraging product trials free samples and discounts

reminding and retaining customers

the promotion mix

developing a media plan advertising campaign

personal selling different elements of personal selling

sales promotion

public relations message between an individual or organization and the public

social media 3

direct marketing 2

types of direct marketing tools

selecting the promotion mix for a particular product

stages in the product life cycle

the promotion mix is an element of the marketing mix

target market characteristics

characteristics of the product

different types of buying decisions

push and pull strategies are promotional strategies

differentiate between trade and consumer promotions relative to a products marketing mix

state the most common goals of integrated marketing communications campaigns

imc budget marketing budgets aid in the planning of operations

measuring success most important analyses used to measure marketing performance

the growing importance of word of mouth

types of advertising

product advertising

impacts of advertising

consumer influence

the advertising campaign product benefits in advertising campaigns

identifying the target market how it impacts advertising strategies

how campaign objectives are identified for an advertising campaign

different types of advertising informative persuasive and reminder advertising

focus of an advertisement

determining a budget differentiate between fixed and variable budgeting strategies

creating a media plan

types of media and types of scheduling used in advertising campaigns

creating advertisements

measuring impact with data metrics from advertising campaigns

public relations tools

handling unfavorable publicity

measuring effectiveness of public relations efforts

personal selling 2

value of personal selling

the personal selling process

requirements for a sales approach as part of personal selling and sales promotion

sales presentation

handling sales objections

closing the sale

following up

crm and personal selling

selling roles

ways to remove friction in your b2b sales process

types of selling team selling and relationship selling

managing the sales force creating sales force structure territories and goals

recruiting and selecting salespeople

sales training

motivating and compensating salespeople

measuring sales force performance

sales promotion 2

promotion methods in consumer sales

promotion methods in consumer sales rebates

promotion methods in consumer sales premiums

loyalty marketing impact of loyalty programs as a personal selling and sales promotion

contests and sweepstakes how companies benefit from their use

sampling what is sampling

how to create an effective sampling program

point of purchase promotions

online sales promotion

promotion methods in trade sales

introduction to social media and digital marketing

types of social media

social media marketing communications

digital marketing characteristics

types of internet advertising

mobile marketing is the practice of promoting brands

social behavior of consumers

types of consumer generated digital content

social media and technology trends

mobile consumer behavior

targeting consumers where they spend time

making appropriate changes to product placement promotion and pricing

the marketing mix in the digital age

the marketing mix in social media

understanding apps in a marketing context

trends in social media

marketing research and consumer created content

overview of ethics role of ethical moral reasoning in the business environment

define ethics and how it applies to organizations

ethical marketing policies to guide

corporate social responsibility

types of social responsibility sustainability

introduction to corporate social responsibility

types of social responsibility philanthropy

social responsibility audits

promoting ethical behavior through the planning process

nonprofit marketing