First, read the course syllabus. Then, enroll in the course by clicking "Enroll me". Click Unit 1 to read its introduction and learning outcomes. You will then see the learning materials and instructions on how to use them.
Marketing is a key function within organizations. Marketing a firm's goods and services is strategic and tactical. The strategic plan of a firm will incorporate a marketing plan.
Completing this unit should take you approximately 4 hours.
Environmental scanning is necessary to observe current trends and changes within the macro-environment, industry, and competitive environment. This analysis, together with the firm's resources and capabilities, is considered to set the course of action using the marketing mix – the 4 Ps.
As discussed in Unit 1, we learned that environmental scanning is a key component of developing the firm's strategic plan. In Unit 2, we will discuss the important role that marketing plays in developing and executing the environmental scanning process.
Completing this unit should take you approximately 7 hours.
Market segmentation is necessary for the determination of target markets. The firm must commit resources to the identified target markets that are most likely to respond to marketing actions undertaken by the firm. The firm must identify the position of its offerings, whereby the consumer understands the differentiated attributes of the products or services offered and the value proposition offered to the consumer. Branding goods and services is important for many marketers to develop brand loyalty and equity.
Completing this unit should take you approximately 10 hours.
Consumer and organizational marketing differ in several aspects and approaches undertaken by the firm. Consumer buying behaviors differ from buying behaviors and processes undertaken by organizations. Service marketing presents different challenges to firms providing services solely or services related to product offerings.
Completing this unit should take you approximately 6 hours.
The product life cycle, an important strategic concept, varies according to the product or service offered, and determines the extent and frequency of new product offerings. Marketing research informs the firm about consumer needs and purchasing characteristics to guide marketing actions. Product development is key to the firm's sustainable marketing activities.
Completing this unit should take you approximately 5 hours.
Channels of distribution determine how a firm intends to deliver the product to the consumer. It represents the "place" of the 4 Ps, the marketing mix. Supply chain represents the sourcing of materials and is also a channel of distribution for suppliers of the firm. Logistics concerns the physical distribution of products and services to the consumer.
Completing this unit should take you approximately 7 hours.
Product promotion, informing your target market of your products and services, is executed in several ways. The firm must decide on the appropriate mix of promotional messages to deliver to the customer, based upon the target market, combined with the resources of the firm. Pricing of the firm's offerings is determined by the firm's target segments and positioning strategy.
Completing this unit should take you approximately 3 hours.
The marketing plan provides the strategic objectives and actions to be undertaken to successfully market the goods and services offered by the firm. An understanding of the written plan of marketing objectives and initiatives, a plan of execution, and a schedule of timely reviews of the execution tactics and results will be demonstrated.
Completing this unit should take you approximately 3 hours.
This study guide will help you get ready for the final exam. It discusses the key topics in each unit, walks through the learning outcomes, and lists important vocabulary. It is not meant to replace the course materials!
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Take this exam if you want to earn a free Course Completion Certificate.
To receive a free Course Completion Certificate, you will need to earn a grade of 70% or higher on this final exam. Your grade for the exam will be calculated as soon as you complete it. If you do not pass the exam on your first try, you can take it again as many times as you want, with a 7-day waiting period between each attempt.
Once you pass this final exam, you will be awarded a free Course Completion Certificate.