The purpose of this course is to lead students in an exploration of fundamental advertising principles and the role advertising plays in the promotional mix. You will learn where advertising fits in the Marketing Mix, also known as the four Ps: Product, Price, Place, and Promotion. Although some consider all promotion synonymous with advertising, you will learn the unique characteristics that separate advertising from other forms of promotional communication. You will revisit some familiar marketing concepts within a new framework, approaching the subject from the advertiserŐs perspective.
This class examines how and why twentieth-century Americans came to define the ŰĎgood lifeŰ through consumption, leisure, and material abundance. We will explore how such things as department stores, nationally advertised brand-name goods, mass-produced cars, and suburbs transformed the American economy, society, and politics. The course is organized both thematically and chronologically. Each period deals with a new development in the history of consumer culture. Throughout we explore both celebrations and critiques of mass consumption and abundance.
This syllabus is for the class MKTG 320: Marketing Principles at McNeese State University, which is the CMKT 3003: Marketing Principles—College / Upper Division course on the statewide common course matrix.
This course provides a solid understanding of consumer decision-making and how new products and services are developed, especially given the rapid pace of innovation and regulatory change, to help students succeed in consumer finance today. Specific examples will be drawn from retirement saving products, credit cards, peer to peer lending, cryptocurrencies, and financial advising.
Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools that practitioners use to market their products.
This is a review of Core Concepts of Marketing: https://louis.oercommons.org/courses/core-concepts-of-marketing/view completed by Cassie Ditt, Assistant Professor of Marketing at McNeese State University.
Chapter 1: Introduction to International Marketing
1.1 Defining Marketing
1.2 Defining International Marketing
1.3 The Motivation for International Marketing
1.4 Stages in International Marketing
1.5 Why International Marketing Matters
1.6 Challenges of Global Marketing
1.7 What is Globalization
1.8 The Globalization Debate
1.9 Standardization and Customization
Chapter 2: International Business and Trade
2.1 International Trade
2.2 International Economic Cooperation among Nations
2.3 Understanding Tariffs
2.4 Regional Economic Integration
2.5 The United Nations and the Impact on Trade
2.6 Trade Controversies
2.7 Foreign Direct Investment
Chapter 3: Social and Cultural Environment
3.1 Factors Shaping the Global Marketing Environment
3.2 The Social and Cultural Environment
3.3 Importance of Culture on Markets
3.4 What is Culture
3.5 Describing Culture
3.6 Marketing Across Cultures
Chapter 4: The Economic and Political Environment
4.1 The Economic Environment
4.2 The Political Environment
4.3 Political Risk
4.4 Legal Risk
Chapter 5: Economic Development in the World
5.1 World Economies
5.2 Classifying World Economies
5.3 Understanding the Developed World
5.4 The Developing World
5.5 Emerging Markets
Chapter 6: Global Market Planning
6.1 Measuring Market Attractiveness
6.2 Global Market Opportunity Assessment - PESTEL Analysis
6.3 Global Market Opportunity Assessment - CAGE Analysis
6.4 Global Market Opportunity Assessment - Scenario Planning and Analysis
6.5 Selecting the Countries to Enter
6.6 Global Market Segmentation
6.7 Using Demographics to Guide Global Marketing Strategy
6.8 Target Market Selection
6.9 Basics of Positioning
6.10 Global Positioning
Chapter 7: Global Market Entry Modes
7.1 International Entry Modes
7.5 Contract Manufacturing
7.6 Joint Ventures
Chapter 8: Global Products
8.1 Global Product Development
8.2 Global Products and Services
8.3 Product Adaptation Decisions
8.4 Global Innovation
8.5 Global Innovation at the BOP
Chapter 9: Global Branding
9.1 Formulating a Global Brand Strategy
9.2 Global Branding
9.3 Global Brand Structures
9.4 Determinants of Global Brand Structure
9.5 Managing Key Strategic Brands
Chapter 10: Global Channels and Supply Chains
10.1 Basics of Distribution Channels
10.2 Global Supply Chains
10.3 Global Sourcing and Distribution
10.4 Organizing The Channel
Chapter 11: Global Promotions
11.1 Changes in Promotion
11.2 Global Communication Platform
11.3 Global Communication Strategies
Chapter 12: Global Pricing
12.1 Basics of Pricing
12.2 Introduction to Global Pricing
12.3 Global Pricing Approaches
12.4 Currency Fluctuations and Global Pricing
12.5 Tariffs and Global Pricing
12.6 Quotas and Dumping
Chapter 13: The International Marketing Plan
13.1 Marketing Plan Basics
13.2 Writing the International Marketing Plan
Developing New Products and Services by Sanders is an outstanding contribution to market research. The book focuses on the upfront activities and ideas for new product and service development.
A central theme of Developing New Products and Services is that there is, or should be, a constant struggle going on in every organization, business, and system between delivering feature-rich versions of products and services using extravagant engineering and delivering low-cost versions of products and services using frugal engineering. Students will come away with this notion and how to manifest it as a contributing employee at any company.
A number of powerful concepts and tools are presented so your students can better understand how to facilitate new product development. For example, three templates are featured that facilitate new product and service development. The FAD (features, attributes, and design) template is used to identify the features and attributes that can be used for product and service differentiation. The Ten–Ten planning process contains two templates: an Organizational and Industry Analysis template and the Business Plan Overview template. These two templates coupled with the FAD template can be used to develop a full-blown business plan.
In addition, Developing New Products and Services includes the following topics: entrepreneurship, technology and product life cycles, product and service versioning, product line optimization, creativity, lock-in real options, business valuation, and project management.
Table of Contents
Chapter 1: Concepts in the Context of Monopolistic Competition
Chapter 2: Fundamentals of Product and Price Differentiation
Chapter 3: Differentiation in Action
Chapter 4: Dynamic Tension in Versioning and PD Curves
Chapter 5: Examples of Product Differentiation & Versioning Curves
Chapter 6: Facilitating Creativity and Innovation
Chapter 7: Conceptualizing Products/Services Using FAD
Chapter 8: Strategic Planning and Ten–Ten Planning
Chapter 9: The Ten–Ten Planning Process: Crafting a Business Story
Chapter 10: Lock-In and Revenue Growth
Chapter 11: Valuing the Business
Chapter 12: Developing a Business Plan
Chapter 13: Project Management for New Products and Services
Chapter 14: Re-priming the Business Using Real Options Concepts
Chapter 15: Wrap-Up
The primary objective is to teach students to do rigorous, explicit, customer-based marketing analysis which is most appropriate for new ventures. Explicit analysis of customers and potential customers, using available data, together with explicit and sensible additional assumptions about customer needs and behavior. Additional course objectives are to teach students about: (a) ways to implement marketing strategies when resources are very limited, and (b) common deficiencies in marketing by entrepreneurial organizations. From course home page: Course Description Educational Objective This course clarifies key marketing concepts, methods, and strategic issues relevant for start-up and early-stage entrepreneurs. At this course, there are two major questions: Marketing Question: What and how am I selling to whom? New Venture Question: How do I best leverage my limited marketing recourses? Specifically, this course is designed to give students a broad and deep understanding of such topics as: What are major strategic constraints and issues confronted by entrepreneurs today? How can one identify and evaluate marketing opportunities? How do entrepreneurs achieve competitive advantages given limited marketing resources? What major marketing/sales tools are most useful in an entrepreneurial setting? Because there is no universal marketing solution applicable to all entrepreneurial ventures, this course is designed to help students develop a flexible way of thinking about marketing problems in general. Career Focus This course is aimed at students who plan to start a new venture or take a job as a marketing professional in an early-stage business.
This course will introduce you to entrepreneurship for global challenges in emerging markets. You will get to know other like-minded entrepreneurs around you, and discover how institutions in your target region are working on innovation and entrepreneurship.
As an entrepreneur in an emerging market, you may be faced with many challenges that need to be solved. These might include scarcity of fossil fuels, climate change or water, food and health security. This Delft University of Technology course will provide you with examples from partner universities and affiliated entrepreneurs in emerging markets which explain the opportunities and obstacles that they faced as they established themselves and created value.
You will acquire a set of practical tools which will enable you to discover the opportunities in your own environment and how these can be used to make an actual change! You will learn how to rethink your value proposition with your own case study, or with one we provide.
After the course, you will be able to develop your value proposition more quickly by getting to know your customers and partners better and understand local values and institutions.
Global Entrepreneurship Lab: Asia-Pacific enables teams of students to work with the top management of global start-ups and gain experience in running, and consulting to, a new enterprise outside the United States. The focus is on start-ups operating in emerging markets throughout the world, with a special focus on the Asia-Pacific region. The course combines an internship in a growing firm with in-class discussions of the issues and policies that affect the climate for innovation and start-up success around the world.
Global Entrepreneurship Lab: Latin America, the Middle East, and Africa enables teams of students to work with the top management of global start-ups and gain experience in running, and consulting to, a new enterprise outside the United States. The focus is on start-ups operating in emerging markets throughout the world, with a special focus on Latin America, the Middle East, and Africa. The course combines an internship in a growing firm with in-class discussions of the issues and policies that affect the climate for innovation and start-up success around the world.
The advent of social media brought a lot of changes in internet marketing, which is the reason why web entrepreneurs keep seeking a perfect way to promote their products through social media platforms. As social media websites keep getting wider every day, online surfers cannot neglect, but learn how to incorporate it into their lifestyles. But to internet marketers, it is a bit different; it is always about how to promote their products using this medium. Despite the fact that social media is an exciting place to spend quality times, the question bothering internet marketers about this thrilling platform still remains, “How can I promote my products and services on Social Media Platforms“? If applied as part of a bigger promotional mix it can certainly generate big gains and drive tremendous traffic to your site or business. If you wish to use social media to promote your business, you should consider some facts. Most people underestimate the power and the effective tools embedded in social media websites that can be utilized to determine the success and to effectively promote their website. However, you still need a master plan in place at least to recognize what social media cannot do so that you will not waste quality time trying strategy that will not work for you.How can I promote my products and services on Social Media Platforms1. Know Your Visitors Regardless of what you are marketing, you must know the audience you want to target in mind or else your message will be lost in the dark regardless of the social platform you are using. Targeting wide or little audience can detract from what you are intending to do. For instance, other than targeting the general group of “youth”, try specifically specializing “youth under 24 years old” when implementing a post strategy. This designated demographic will key into your visitors and enable you to write the content that they want to read. 2. Know Where your active visitors spend their time Don’t waste quality time chasing a mere shadow. Instead, ask your existing visitors where they are and be there too. Develop your visibility in a place where your targeted audience might be hanging out. 3. Decide on one or two websites to utilize When you are just starting a business, awkwardness is an understatement when trying to get noticed. Like I stated earlier, you do not have to spend quality time chasing the wind. As soon as you find out where most of your potential clients are, pick maximum of two of those websites and start promoting your website on there. When you expand your business, you can outsource some projects to freelancers to develop your presence on other platforms. After you have decided on the platforms you want to use for your marketing, find out what content can work either, text, audios, videos, PDF documents, presentations, images? What size of images works? That becomes important as every single platform has different dimensions. Also, compare some of the leading business owners in your niche to see what styles of content they use to interact with their visitors. Asking them for quality guest post will increase your visibility many times than earlier. Remember, if you are able to win a backlinks from already reputed and strong blog or website, it will boost your campaign as much as you could not imagine. 4. Write persuasive content Undoubtedly, many of the social networking websites keep what works and how effective it is. The instant you spot a style in the direction of a certain type of content, create more of the same and keep an eye on the results. If it is brilliant then you need to be consistent with it. In addition, writing good content have many benefits in SEO also. You put content on your own blog or website and write some other to post on some very good guest blog sites getting backlink for your site. Keep in mind that you have to be in the niche topic. That way you can strengthen you site authority eventually getting traffic. By Any means your ultimate target is visitors, isn't it? 5. Revise your Content Make every effort to develop a presence that keeps drawing more and more visitors into your business world. So, after about 3 – 6 months, you can reuse content that you created previously because you have a whole new set of people in your world. If you can practice these strategies, the sky is your limit.
This textbook focuses on a specific internet marketing tools, including the basics of internet marketing, websites as effective foundation for holistic marketing, writing effective online copy, successful email marketing campaigns, online advertising, search engine optimisation, social media, measurability and performance indicators, mobile marketing, and developing a holistic plan for success.
Legal Aspects of Marketing and Sales is an up-to-date textbook that covers legal issues that students who will work in marketing or with marketing managers must understand. The text is organized to permit instructors to tailor the materials to their particular approach. The authors take special care to engage students by relating law to everyday events with their clear, concise and readable style.
Table of Contents
Chapter 1: Introduction to Law and Legal Systems
Chapter 2: Corporate Social Responsibility and Business Ethics
Chapter 3: Courts and the Legal Process
Chapter 4: Constitutional Law and US Commerce
Chapter 5: Administrative Law
Chapter 6: Criminal Law
Chapter 7: Introduction to Tort Law
Chapter 8: Introduction to Contract Law
Chapter 9: The Agreement
Chapter 10: Real Assent
Chapter 11: Consideration
Chapter 12: Legality
Chapter 13: Form and Meaning
Chapter 14: Third-Party Rights
Chapter 15: Discharge of Obligations
Chapter 16: Remedies
Chapter 17: Introduction to Sales and Leases
Chapter 18: Title and Risk of Loss
Chapter 19: Performance and Remedies
Chapter 20: Products Liability
Chapter 21: Bailments and the Storage, Shipment, and Leasing of Goods
Chapter 22: Intellectual Property
Chapter 23: Antitrust Law
Chapter 24: Unfair Trade Practices and the Federal Trade Commission
15.810 Marketing Management is designed to serve as an introduction to the theory and practice of marketing. Students will improve their ability to develop effective marketing strategies and assess market opportunities, as well as design strategy implementation programs. In addition, students will have the opportunity to communicate and defend their recommendations and build upon the recommendations of their peers. We will explore the theory and applications of marketing concepts through a mix of cases, discussions, lectures, guest speakers, individual assignments, and group projects. We will draw materials from a variety of sources and settings including services, consumer and business-to-business products.
Everyday we are bombarded with the word "global" and encouraged to see globalization as the quintessential transformation of our age. But what exactly does "globalization" mean? How is it affecting the lives of people around the world, not only in economic, but social and cultural terms? How do contemporary changes compare with those from other historical periods? Are such changes positive, negative or simply inevitable? And, finally, how does the concept of the "global" itself shape our perceptions in ways that both help us understand the contemporary world and potentially distort it? This course begins by offering a brief overview of historical "world systems," including those centered in Asia as well as Europe. It explores the nature of contemporary transformations, including those in economics, media & information technologies, population flows, and consumer habits, not through abstractions but by focusing on the daily lives of people in various parts of the world. This course considers such topics as the day-to-day impact of computers in Silicon Valley and among Tibetan refugees; the dilemmas of factory workers in the US and rural Java; the attractions of Bombay cinema in Nigeria, the making of rap music in Japan, and the cultural complexities of immigrant life in France. This course seeks not only to understand the various forms globalization takes, but to understand its very different impacts world-wide.
Principles of Marketing teaches the experience and process of doing marketing—not just the vocabulary. It carries five dominant themes throughout to expose students to marketing in today’s environment:
1. Service-dominant logic—This textbook employs the term “offering” instead of the more traditional first P—product. That is because consumers don’t sacrifice value when alternating between a product
and a service. They are evaluating the entire experience, whether they interact with a product, a service, or a combination. So, the fundamental focus is providing value throughout the value chain,
whether that value chain encompasses a product, a service, or both.
2. Sustainability—Increasingly, companies are interested in their impact on their local community as well as on the overall environment. This is often referred to as the “triple bottom line” of financial, social, and environmental performance.
3. Ethics and social responsibility—Following on the sustainability notion is the broader importance of ethics and social responsibility in creating successful organizations. The authors make consistent
references to ethical situations throughout chapter coverage and end-of-chapter material in most chapters will encompass ethical situations.
4. Global coverage—Whether it is today’s price of gasoline, the current U.S. presidential race, or Midwestern U.S. farming, almost every industry, and companies need strong global awareness. And today’s marketing professionals must understand the world in which they and their companies operate.
5. Metrics—Firms today have the potential to gather more information than ever before about their current and potential customers. That information gathering can be costly, but it can also be very revealing. With the potential to capture so much more detail about microtransactions, firms should now be more able to answer, “Was this marketing strategy really worth it?” and “What is the marketing ROI?” and finally, “What is this customer or set of customers worth to us over their lifetime?”
In this second edition, you’ll also find more emphasis on omnichannel marketing, social media in marketing, and the other components of the digital media revolution that are changing marketing so rapidly. Examples, videos, illustrations, and more reflect the latest in how marketing gets done.
This is a review of Marketing Principles: https://louis.oercommons.org/courses/marketing-principles completed by Cassie Ditt, Assistant Professor of Marketing at McNeese State Univeristy.
Introduces tools from strategy and economics to look systematically at marketing strategy. Topics include how to find profit opportunities, how to create competitive advantage, and how to challenge competitive advantage. Taught as a mix of cases and lectures. The course is aimed at helping you look at the entire marketing mix in light of the strategy of the firm. It will be most helpful to students pursuing careers in which they need to look at the firm as a whole. Examples include consultants, investment analysts, entrepreneurs, and product managers. Objectives 1. Identify, evaluate, and develop marketing strategies. 2. Evaluate a firm's opportunities. 3. Anticipate competitive dynamics. 4. Evaluate the sustainability of competitive advantages.