Marketing:

Introduction to Marketing

Learning Objectives

After reviewing the material for this session, you should be able to:

1. Define “marketing."
2. Discuss the steps and activities in the marketing process.
3. Define and differentiate between needs, wants, and demand.
4. Recognize that exchange is the core concept in marketing and discuss the concepts of perceived value and satisfaction.
5. Discuss the five Marketing Management philosophies and understand why the marketing concept is the key to achieving organizational goals in today’s competitive environment.

 Market Feasibility Study and Marketing Information

Learning Objectives

After reviewing the material for this session, you should be able to do the following:

1. Describe what a market feasibility study is and the need for it.
2. Explain how marketing information is developed.
3. Outline the steps in the marketing research process.
4. Discuss ethical issues in marketing research.
5. Explain how to estimate total market demand.

Strategic Planning, Marketing Plan and Portfolio Models

Learning Objectives

After reviewing the material for this session, you should be able to:

1. Convey the importance of strategic planning for an organization.
2. Develop strategies and discuss three core strategic alternatives in marketing.
3. Describe the components of a marketing plan.
4. Discuss how to perform a Situation Assessment.
5. Explain how to perform a SWOT analysis.
6. Apply the tools used in evaluation and control.
7. Describe the Boston Consulting Group and the General Electric portfolio models.

 Customer Relationship Marketing and Consumer Behavior

Learning Objectives

After reviewing the material for this session, you should be able to:

1. Define CRM.
2. Demonstrate how to manage customer satisfaction.
3. Explain how to measure customer satisfaction.
4. Evaluate consumer buying behavior and the factors influencing consumer behavior.
5. Comprehend how consumers adopt a new product or service.

Market Segmentation, Market Targeting, and Positioning

Learning Objectives

After reviewing the material for this session, you should be able to:

1. Discuss the four steps in designing a customer-driven strategy
2. Define “market segmentation”
3. Discuss the major variables used in segmenting consumer markets.
4. Discuss the major variables used in segmenting business markets.
5. Illustrate how to position a product in the marketplace for competitive advantage

Product Management                                   

Learning Objectives

After reviewing this material for this session, you should be able to:

1. Explain the three levels of product or services.
2. Describe the importance of branding and packaging.
3. Identify the characteristics and difficulties of services marketing.
4. Illustrate the importance of customer service and warranties as competitive tools.
5. Discuss the concept of the product life cycle and how to manage a product over its life cycle.
6. Discuss issues in new product development.

Promotion Management

Learning Objectives

After reviewing the material for this session, you should be able to:

1. Discuss the concept of Integrated Marketing Communications (IMC).
2. Discuss the six steps involved in designing an effective IMC strategy.
3. Identify the tools in sales promotion.
4. Explain how to take advantage of public relations.
5. Explain how to develop word-of-mouth referrals.

Pricing Management

Learning Objectives

After reviewing the material for this session, you should be able to:

1. Explain pricing basics.
2. Identify what pricing objectives to set.
3. Describe the importance of demand, cost, and external factors in price determination.
4. Distinguish discounts and sales.
5. Compute markups and break-even analysis in pricing decisions.

Place Management

Learning Objectives

After reviewing the material for this session, you should be able to:

1. Explain distribution and the key functions performed by channel intermediaries.
2. Describe logistics.
3. Define wholesaling.
4. Explain retailing.
5. Recognize the impact of e-commerce on business.
6. Comprehend the issues influencing retail site selection.

Intellectual Property (special section) Reading only.  No exam.

Learning Objectives:

After reviewing the material for this session, you should be able to:

1. Explain how piracy, counterfeiting, and theft of intellectual property pose a serious threat to small businesses because of a lack of knowledge and expertise to combat it.
2. Comprehend how globalization and technology pose new challenges to small businesses, especially those who rely on intellectual property.
3. Identify the three types of intellectual property protection (IPP).
4. Recognize the strong correlation between IPP and economic growth.
5. Refer your small business clients on when, where, and how to apply for IP protection, and what type of protection to apply for through the U.S. Patent and Trademark website, www.uspto.gov
6. Advise your clients on the importance of seeking legal guidance due to the   complexity of IPP.