Marketing communication Strategies and Planning

• Introduction to Marketing

• introduction to marketing

• the role of marketing within a firm

• customer wants and needs marketing decisions

• product placement promotion and price are four elements of the marketing mix

• siva solution incentive information value and access

• the marketing exchange

• relationship building with various stakeholders

• the marketing environment

• marketing by individuals and firms

• marketing methods used to deliver value

• evolution of the marketing orientation

• contemporary relationship marketing

• business marketing

• social marketing

• branding

• branding concepts and techniques

• value based marketing

• the development of value driven firms

• the importance of marketing

• marketing can play a key role in integrating supply chain processes and promoting

• global marketing strategies

• consumer awareness

• careers in marketing

• types of marketing careers

• marketing as an entrepreneurial force

• importance of evaluating marketing performance

• marketing performance metrics

• methods for evaluating marketing performance

Marketing Strategies and Planning

• marketing strategies and planning process

• customer satisfaction and loyalty is essential to any marketing plan

• strategic business units

• marketing planning and strategy is to produce multiple sources

• strategic views

• market penetration

• market development

• bcg matrix

• ge approach to strategic planning

• introducing the marketing plan

• what makes a marketing plan effective

• advantages of a marketing plan

• marketing plan advantages

• successful marketing planning

• marketing plan elements

• purpose of the marketing plan

• why a marketing plan is essential

• steps required to forecast

• steps to creating a marketing plan

• defining the business mission

• conducting a situational analysis

• defining the marketing objectives

• defining the target market

• creating a marketing mix

• managing marketing strategy

The Marketing Environment

• the marketing environment 2

  external environment in marketing strategy

  internal factors

  competition

  calculating market share

  how competitors operate monitoring competition

  external factors

  consumer income purchasing power and confidence

  cultural values marketers must understand the cultures that govern customers buying habits

  demographics identify common demographic changes in the current marketplace

  different types of external factors or trends used in creating marketing strategies

  technology impact of technology on marketing

• technology impact of technology on marketing

  use of new technologies in marketing and research

  marketing innovation trends

Consumer Marketing

• introduction to consumers

  goals of consumer market research

  quantitative vs qualitative research

  what is quantitative research

  what is qualitative research

  the market research process

  marketing research data collection process

  developing insights and an action plan

  technology to assist market research

  what are market segmentation

  the importance of market segmentation

  developing a market segmentation

  identification of target markets

  concentrated targeting

  measuring a successful segmentation

  identification of target markets 2

• concentrated targeting 2

  conducting a segmentation

  segmentation for b2b marketing

  b2b businesses operate company

  evaluating market segments

  how to select targeted groups selecting target markets

  competitive perceptual positioning

  positioning bases

  the consumer decision process

  information search

  consumer decision process

  influences of personality on the consumer decision process

  social influences on the consumer decision process

  consumer experience factors influencing experience involvement and satisfaction

• Business-to-Business Marketing

• business marketing 2

  what is business marketing

  b2b promotional mix

  b2b vs consumer marketing similarities and differences

  types of businesses

  business customer interactions

  customer concerns b2b companies implement client services or customer care processes

  purchase behavior

  purchase influences

  promotional methods promotional tools used in the b2b marketing mix

  industrial classification

  the business buying decision process

  stages of business buying

  business ethics in b2b

  customer service as a supplement to products

  the importance of services marketing

  services as products

  service marketing management and metrics

  client based relationships marketing

  marketing mixes for services

  siva solution incentive information value and access 2

  service quality

• Global Marketing

  • trade and globalization

    are global corporations beneficial

    global marketing environment

    measuring the economic environment

    political and regulatory environment

    demographics of new markets

    important international bodies and agreements

    the world trade organization

    types of international business

    what is franchising

    multinational firms improved communication and technology

    outsourcing business functions

    contract manufacturing

    importing

    global marketing mix relationship between product and promotion

    promotional mix changes in promotion

    marketing mix changes in placement

    marketing mix changes in pricing

    global marketing and the internet

• Branding and Packaging

  • branding a brand refers to a name term symbol or any other type

    value of branding long term profitability through increased customer loyalty

    what is the purpose of branding and why is it so important

    benefits of branding for the consumer manufacturer retailer

    brand loyalty consumer purchase behavior following perceived value satisfaction and brand trust

    benefits of brand loyalty

    brand equity measuring brand equity

    types of brands individual products ranges services organizations individuals

    brand ownership building a brand

    branding strategies different types of branding strategies

    packaging the purposes of packaging

    packaging strategies highlight key product attributes qualifiers branding images strategic value

    global considerations in branding and packaging

Pricing

• introduction to price

  terms used to describe price

  the importance of price to marketers

  value and relative value

  competitive dynamics and pricing

  demand analysis

  the influence of supply and demand on price

  yield management systems

  inputs to pricing decisions

  pricing objectives

  why pricing objectives focus on delivering return on investment

  product quality

  general pricing strategies

  demand based pricing

  competitor based pricing

  markup pricing

  profit maximization pricing

  specific pricing strategies

  product line pricing

  pricing during difficult economic times

  pricing strategies everyday low pricing other pricing strategies

  pricing tactics

  value based pricing

  geographic pricing

  pricing legal concerns

Products

• what is a product

  benefits and solutions

  what is a product 2

  benefits and solutions 2

• types of products consumer products and shopping products

  shopping products

  specialty products

  unsought products

  business products

  product line and product mix

  product life cycles

  impact of the product life cycle on marketing strategy

  managing existing products

  when to modify products

  new product development

  new product development strategy

  idea generation for new products

  concept testing

  business analysis

  developmentmarketing development stages of new product development

  test marketing the stage where all the variables in the marketing plan

  commercialization the process of launching a new product

  differentiating factors in product design

  organizational requirements for product development and management

  the spread of new products four main elements that influence the spread of new ideas and technologies

Marketing Channels

• marketing channels in the supply chain

  types of marketing channels direct selling selling through intermediaries dual distribution

  strategic selection of marketing channels

  channel intermediaries functions of agents wholesalers distributors and retailers

  streamlining distribution planning and efficient use of supply chain resources

  channel structures business to consumer and business to business marketing

  alternative channel arrangements additional types of marketing

  distribution channels member characteristics

  marketing channel strategy decisions

  distribution intensity different distribution intensity strategies

  marketing channel relationships

  marketing channel relationships channel power control and leadership

  channel partnerships are strategic collaborations

Advertising and Public Relations

• types of advertising

  product advertising

  impacts of advertising

  consumer influence

  the advertising campaign product benefits in advertising campaigns

  identifying the target market how it impacts advertising strategies

  how campaign objectives are identified for an advertising campaign

  different types of advertising informative persuasive and reminder advertising

  focus of an advertisement

  determining a budget differentiate between fixed and variable budgeting strategies

  creating a media plan

  types of media and types of scheduling used in advertising campaigns

  creating advertisements

  measuring impact with data metrics from advertising campaigns

  public relations tools

  handling unfavorable publicity

  measuring effectiveness of public relations efforts

Integrated Marketing Communications

• introduction to integrated marketing communications

  benefits of integrated marketing communications

  integrated marketing communications process

• consumer perception of communication

  aida model

  what is the aida approach

  understanding promotion how promotional tools work together

  brand awareness and loyalty

  identifying prospects customers and understand their needs

  encouraging product trials free samples and discounts

  reminding and retaining customers

  the promotion mix

  developing a media plan advertising campaign

  personal selling different elements of personal selling

  sales promotion

  public relations message between an individual or organization and the public

  social media 3

  direct marketing 2

  types of direct marketing tools

  selecting the promotion mix for a particular product

  stages in the product life cycle

  the promotion mix is an element of the marketing mix

  target market characteristics

  characteristics of the product

  different types of buying decisions

  push and pull strategies are promotional strategies

  differentiate between trade and consumer promotions relative to a products marketing mix

  state the most common goals of integrated marketing communications campaigns

  imc budget marketing budgets aid in the planning of operations

  measuring success most important analyses used to measure marketing performance

  the growing importance of word of mouth

Personal Selling and Sales Promotion

• personal selling 2

  value of personal selling

  the personal selling process

  requirements for a sales approach as part of personal selling and sales promotion

  sales presentation

  handling sales objections

• closing the sale

  following up

  crm and personal selling

  selling roles

  ways to remove friction in your b2b sales process

  types of selling team selling and relationship selling

  managing the sales force creating sales force structure territories and goals

  recruiting and selecting salespeople

  sales training

  motivating and compensating salespeople

  measuring sales force performance

  sales promotion 2

  promotion methods in consumer sales

  promotion methods in consumer sales rebates

  promotion methods in consumer sales premiums

  loyalty marketing impact of loyalty programs as a personal selling and sales promotion

  contests and sweepstakes how companies benefit from their use

  sampling what is sampling

  how to create an effective sampling program

  point of purchase promotions

  online sales promotion

  promotion methods in trade sales

Social Media Marketing

• introduction to social media and digital marketing

  types of social media

  social media marketing communications

  digital marketing characteristics

  types of internet advertising

  mobile marketing is the practice of promoting brands

  social behavior of consumers

  types of consumer generated digital content

  social media and technology trends

  mobile consumer behavior

  targeting consumers where they spend time

  making appropriate changes to product placement promotion and pricing

  the marketing mix in the digital age

  the marketing mix in social media

  understanding apps in a marketing context

  trends in social media

  marketing research and consumer created content

• Social Responsibility and Ethics in Marketing

  • overview of ethics role of ethical moral reasoning in the business environment

    define ethics and how it applies to organizations

    ethical marketing policies to guide

    corporate social responsibility

    types of social responsibility sustainability

    introduction to corporate social responsibility

    types of social responsibility philanthropy

    social responsibility audits

    promoting ethical behavior through the planning process

    nonprofit marketing

• Introduction to Nonprofit Marketing

  • nonprofit marketing