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Principles of Markeing
Analysis of the marketing task, various essential
functions performed in marketing and numerous and varied types
of institutions performing role of marketing.
Prerequisites: E, M, R
Concepts in Marketing
Produced in association with McGraw-Hill/Irwin.
This course provides a comprehensive survey of fundamental
marketing principles and skills. Students will learn how marketing
managers develop strategy, research consumer needs, and identify
target markets. In addition to covering the importance of global
marketing and e-commerce, students will learn how to satisfy market
opportunities with the “4 Ps”— product, pricing,
promotion, and placement. Each video lesson integrates a company
or organization case study with core learning objectives. As each
case study unfolds, students will learn general concepts, definitions
of terms, product or service history, and the latest in marketing
trends. The study guide reinforces the textbook and video lesson
content and provides drill and practice exercises for an all-inclusive
learning experience.
Textbook:
Marketing: The Core by Roger A. Kerin, Steven W. Hartley, and
William Rudelius. McGraw-Hill/Irwin, (800) 338-3987
Student Guide for Concepts in Marketing for use with Marketing:
The Core
McGraw-Hill/Irwin, (800) 338-3987
18 half-hour video lessons
PROGRAM DESCRIPTIONS
Video Lesson 1: Introduction to Marketing presents the
fundamentals of marketing through a destination marketing program.
Case Study: Las Vegas
Video Lesson 2: Marketing Strategy demonstrates how successful
organizations set strategy to carry out their mission.
Case Study: Habitat for Humanity International
Video Lesson 3: Environmental Scanning examines the five
sources of environmental trends: social, economic, technological,
competitive, and regulatory forces.
Case Study: Freedom Innovations, Inc.
Video Lesson 4: Ethics & Social Responsibility distinguishes
between laws and ethics, and introduces the concepts of social
responsibility and green marketing.
Case Study: Starbucks Coffee Company
Video Lesson 5: Consumer Behavior describes factors that
influence the five-stage consumer purchase decision process.
Case Study: Dewey Weber Surfboards
Video Lesson 6: The Organizational Buying Process describes
organizational markets, business (B2B) marketing, and organizational
buyer behavior.
Case Study: Nature's Best
Video Lesson 7: Global Marketing describes the dynamics
of world trade, and illustrates the challenges of developing a
worldwide marketing strategy.
Case Study: TaylorMade-adidas Golf
Video Lesson 8: Marketing Research demonstrates how researchers
define a marketing problem, develop a research plan, collect and
analyze data, and present findings.
Case Study: Information Resources, Inc
Video Lesson 9: Segmenting & Targeting Markets examines
how organizations identify market segments and match them with
specific marketing actions.
Case Study: Chocolates à la Carte, Inc.
Video Lesson 10: New Product & Service Development
introduces the new-product process, from strategy development
to commercialization.
Case Study: Stadium Competitions, Inc.
Video Lesson 11: Managing Products & Services defines
the product life cycle and principles of brand management.
Case Study: Quiksilver, Inc.
Video Lesson 12: Pricing Products & Services reveals
some of the variables in pricing and examines costs and other
considerations included in the decision.
Case Study: Stuart Cellars, LLC
Video Lesson 13: Marketing Channels & Supply Chains
explains the issues of channel choice, logistics, and supply chain
management.
Case Study: Pacific Coast Feather Cushion Company
Video Lesson 14: Retailing & Wholesaling examines
the role that retailers and wholesalers play in marketing and
illustrates how they create customer value.
Case Study: Mother's Market & Kitchen
Video Lesson 15: Integrated Marketing Communications introduces
the promotional mix, illustrates how elements are integrated in
a promotion program, and highlights direct marketing.
Case Study: Specialized Marketing Services, Inc.
Video Lesson 16: Advertising, Sales Promotion, & Public
Relations elaborates on the promotional elements of advertising,
sales promotion, and public relations.
Case Study: Long Beach Ice Dogs
Video Lesson 17: Personal Selling & Sales Management
demonstrates the principles of sales management and personal selling,
including the 6-stage personal selling process.
Case Study: The Telein Group, Inc.
Video Lesson 18: Interactive & Multichannel Marketing
illustrates how marketers use Internet technologies in combination
with traditional marketing channels to create customer value and
build relationships.
Case Study: SmartHome, Inc.
This page was last modified :
August 17, 2007
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