Description:
This course teaches you key components of marketing strategy and tactics including: identification, analysis and selection of target markets; development of product/service lines; pricing; distribution systems; advertising and promotions; service marketing; and international marketing. Major forces impacting marketing strategy are discussed, such as consumer behavior, completion, and regulating forces. Also covered are marketing information systems, search-related marketing, interactive marketing and E-commerce, and multichannel marketing.

Topics Covered:

• Introduction to Marketing
• Marketing Research
• The Consumer and the Market
• Marketing Costs versus Marketing Strategies
• The Consumer as a Variable
• Consumer Motivation
• Product as a Variable
• Product Planning
• Product Identification and Consumer Response
• Pricing and Price Theory
• Pricing Patterns and Objectives
• Pricing and Business Decisions
• Promotional Decisions and Demand Stimulation
• Advertising
• Personal Selling and Sales Promotion
• Sales Force Management
• Retailing
• Physical Distribution and Channel Selection: Part I
• Physical Distribution and Channel Selection: Part II
• The Channel Functions
• Marketing Services
• International Marketing
• Marketing Information Systems
• Implementing Interactive and Multichannel Marketing

Category: Management

Delivery Method: Online

Level: Overview

Prerequisites: None

Passing Score: 70%

NASBA: Yes QAS Self Study

Author: Delta Publishing

ABOUT THE SUBJECT MATTER EXPERT:
Dr. Jae K. Shim is Professor of Business at California State University, Long Beach,
California. Dr. Shim received his MBA and Ph.D. degrees from the University of California at Berkeley (Haas School of Business.) He has co-authored over 50 professional business books and has been a consultant to commercial and nonprofit organizations for over 30 years.