Marketing

Editorial Team

Welcome to the Marketing course at New World University!

In this course you’ll explore the exciting world of marketing. It teaches the experience and process of actually doing marketing, not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today’s environment. First, service-dominant logic. Second, sustainability. Then, ethics and social responsibility, Next, global coverage. And finally, metrics. You’ll also find emphasis on omni-channel marketing, social media in marketing, and the other components of the digital media revolution that are changing marketing so rapidly.

This course relies with our gratitude on the second edition of Principles of Marketing by Jeff Tanner and Mary Anne Raymond, and as such its long form readings are released under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License.

Course Information

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Course Instructors

Editorial Team Editorial Team Author

This account is for the editorial team at New World University.

Kola Bakare Kola Bakare Author
 

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What Is Marketing?

Defining Marketing
Who Does Marketing?
Why Study Marketing? 
Themes and Organization of This Course
Introductory Questions and Activities

Strategic Planning

The Value Proposition
Components of the Strategic Planning Process
Developing Organizational Objectives and Formulating Strategies
Where Strategic Planning Occurs within Firms
Strategic Portfolio Planning Approaches
Strategic Planning Questions and Activities

Consumer Behaviour: How People Make Buying Decisions

Consumer Behavior: How People Make Buying Decisions
Factors That Influence Consumers’ Buying Behavior
Buying Decisions and the Consumer’s Decision-Making Process
Consumer Behavior Questions and Activities

Business Buying Behaviour

The Characteristics of B2B Markets
Types of B2B Buyers
Buying Centers
Stages in the B2B Buying Process and B2B Buying Situations
International B2B Markets and E-commerce
Ethics in B2B Markets
Business Buying Questions and Activities

Market Segmenting, Targeting, and Positioning

Targeted Marketing vs. Mass Marketing
How Markets Are Segmented
Selecting Target Markets and Target-Market Strategies 
Positioning and Repositioning Offerings
Targeted Marketing Questions and Activities

Creating Offerings

What Composes an Offering?
Types of Consumer Offerings
Types of B2B Offerings
Branding, Labeling, and Packaging 
Managing the Offering
Offerings Questions and Activities

Developing and Managing Offerings

Developing and Managing Offerings
The New Offering Development Process
Managing New Products: The Product Life Cycle 
Developing Offerings Questions and Activities

Using Marketing Channels to Create Value for Customers

Marketing Channels and Channel Partners
Typical Marketing Channels
Functions Performed by Channel Partners
Marketing Channel Strategies
Channel Dynamics
Marketing Channels Questions and Activities

Using Supply Chains to Create Value for Customers

Using Supply Chains to Create Value for Customers
Sourcing and Procurement
Demand Planning and Inventory Control
Warehousing and Transportation
Track and Trace Systems and Reverse Logistics
Supply Chain Questions and Activities

Gathering and Using Information: Marketing Research and Market Intelligence

Marketing Research and Market Intelligence
Marketing Information Systems
Steps in the Marketing Research Process
Marketing Research Questions and Activities

Integrated Marketing Communications and the Changing Media Landscape

Integrated Marketing Communications
The Promotion (Communication) Mix 
Factors Influencing the Promotion Mix, Communication Process, and Message Problems
Advertising and Direct Marketing
Message Strategies
The Promotion Budget
Sales Promotions
Integrated Marketing Questions and Activities

Public Relations, Social Media, and Sponsorships

Public Relations, Social Media, and Sponsorships
New Lesson
Social Media
Public Relations Questions and Activities

Professional Selling

Professional Selling
The Role Professional Salespeople Play 
Customer Relationships and Selling Strategies 
Sales Metrics (Measures) 
Ethics in Sales and Sales Management 
Integrating Sales and Marketing
Outsourcing the Sales Function
Professional Selling Questions and Activities

Customer Satisfaction, Loyalty, and Empowerment

Customer Satisfaction, Loyalty, and Empowerment
Customer Communities
Loyalty Management
Customer Satisfaction
Ethics, Laws, and Customer Empowerment
Customer Satisfaction Questions and Activities

Price, the Only Revenue Generator

Reading
The Pricing Framework and a Firm’s Pricing Objectives 
Factors That Affect Pricing Decisions
Pricing Strategies
Price Questions and Activities

The Marketing Plan

The Marketing Plan
Marketing Planning Roles
Functions of the Marketing Plan 
Forecasting
Ongoing Marketing Planning and Evaluation
Marketing Plan Questions and Activities