Course Summary

Defining Marketing and the Marketing Process; Creating and Capturing Customer Value and Company and Marketing Strategy: Partnering to Build Customer Relationships. Understanding the Marketplace and Consumers; Analyzing the Marketing Environment, Managing Marketing Information to Gain Customer Insights; Consumer Markets and Consumer Buyer Behavior, Business Markets and Business Buyer Behavior. Designing a Customer-Driven Strategy and Mix; Customer-Driven Marketing Strategy: Creating Value for Target Customer, Products, Services, and Brands: Building Customer Value,  New Product Development and Product Life-Cycle Strategies, Pricing: Understanding and Capturing Customer Value, Pricing Strategies,  Marketing Channels: Delivering Customer Value,  Retailing and Wholesaling,  Communicating Customer Value: Integrated Marketing Communications Strategy, Advertising and Public Relations, Personal Selling and Sales Promotion and  Direct and Online Marketing: Building Direct Customer Relationships. Extending Marketing; Creating Competitive Advantage, Global Marketplace, and Sustainable Marketing: Social Responsibility and Ethics.

MAK212 OUTLINE MAY  2021.docMAK212 OUTLINE MAY 2021.doc