Overview

The world of marketing is changing every day, and in order for students to have a competitive edge, they need to be well versed in today’s marketing theory and practices. This course provides a comprehensive review and analysis of marketing issues, practices, and strategies. I have tried to use an active – learning approach that involves students in this course by combining facts, figures, information and photos in an engaging and experiential fashion. We have incorporate examples of companies, products and services that students recognize and may have purchased as consumers. I hope that you will find this course a useful companion in your exploration of the knowledge, skills, and tools of the marketing discipline.

INTENDED AUDIENCE : MBA, MIB, MCom. with Marketing Specialization
PREREQUISITES : Marketing Graduate
INDUSTRIES SUPPORT : Not Applicable

Syllabus

Introduction to Marketing Essentials.
Lecture 1 Creating Customer Relationships and Value through Marketing Part 1.
Lecture 2 Creating Customer Relationships and Value through Marketing Part 2.
Lecture 3 Developing Successful Marketing and Organizational Strategies Part 1.
Lecture 4 Developing Successful Marketing and Organizational Strategies Part 2.
Lecture5 Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility Part 1.
Lecture6 Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility Part 2.
Lecture 7 Understanding Consumer Behavior Part 1.
Lecture 8 Understanding Consumer Behavior Part 2.
Lecture 9 Understanding Consumer Behavior Part 3.
Lecture 10 Understanding Organizations as Customers Part 1.
Lecture 11 Understanding Organizations as Customers Part 2.
Lecture 12 Understanding and Reaching Global Consumers and Markets Part 1.
Lecture 13 Understanding and Reaching Global Consumers and Markets Part 2.
Lecture 14 Marketing Research: From Customer Insights to Actions Part 1.
Lecture 15 Marketing Research: From Customer Insights to Actions Part 2.
Lecture 16 Market Segmentation, Targeting, and Positioning Part 1.
Lecture 17 Market Segmentation, Targeting, and Positioning Part 2.
Lecture 18 Market Segmentation, Targeting, and Positioning Part 3.
Lecture 19 Developing New Products and Services Part 1.
Lecture 20 Developing New Products and Services Part 2.
Lecture 21 Developing New Products and Services Part 3.
Lecture 22 Managing Successful Products, Services, and Brands Part 1.
Lecture 23 Managing Successful Products, Services, and Brands Part 2.
Lecture 24 Managing Successful Products, Services, and Brands Part 3.
Lecture 25 Pricing Products and Services Part 1.
Lecture 26 Pricing Products and Services Part 2.
Lecture 27 Managing Marketing Channels and Supply Chains Part 1.
Lecture 28 Managing Marketing Channels and Supply Chains Part 2.
Lecture 29 Retailing and Wholesaling Part 1.
Lecture 30 Retailing and Wholesaling Part 2.
Lecture 31 Integrated Marketing Communications and Direct Marketing Part 1.
Lecture 32 Integrated Marketing Communications and Direct Marketing Part 2.
Lecture 33 Advertising, Sales Promotion, and Public Relations Part 1.
Lecture 34 Advertising, Sales Promotion, and Public Relations Part 2.
Lecture 35 Using Social Media to Connect with Consumers Part 1.
Lecture 36 Using Social Media to Connect with Consumers Part 2.
Lecture 37 Personal Selling and Sales Management Part 1.
Lecture 38 Personal Selling and Sales Management Part 2.
Lecture 39 Implementing Interactive and Multichannel Marketing Part 1.
Lecture 40 Implementing Interactive and Multichannel Marketing Part 2.