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, such as consumer behavior, competition, and regulating forces, are discussed. Also covered are marketing information systems, search-related marketing, interactive marketing and E-commerce, and multichannel marketing.
Chapter 1: Introduction to Marketing 1. Recognize the definition of the marketing management concept. 2. Identify the four P's of the marketing mix. 3. Define customer relationship management (CRM). Chapter 2: Marketing Research 1. Characterize and discuss the nature of marketing research. 2. Recognize different techniques for gathering data for marketing research.
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