Concepts in Marketing

A comprehensive survey of marketing principles and skills is provided in this course. Students will learn how to research consumer needs and identify target markets. Students will learn how to satisfy market opportunities with the 4 Ps of product, pricing, promotion, and placement. Core learning objectives are included in each video lesson. General concepts, definitions of terms, product or service history, and the latest in marketing trends will be learned by students as each case study unfolds. The study guide provides drill and practice exercises for an all-inclusive learning experience.

It was produced in association with Irwin.

The introduction to marketing shows the basics of marketing through a destination marketing program. The case study was about Las Vegas.

The second video lesson shows how successful organizations set their strategy. Habitat for Humanity International is a case study.

Environmental scanning looks at five sources of environmental trends: social, economic, technological, competitive, and regulatory forces. The case study was about Freedom Innovations, Inc.

The concepts of social responsibility and green marketing are introduced in the fourth video lesson. The case study is about Starbucks Coffee Company.

The five-stage consumer purchase decision process is influenced by factors. The case study was about Dewey Weber Surfboards.

Organizational markets, business (B2B) marketing, and organizational buyer behavior are described in a video lesson. The case study was about nature’s best.

The dynamics of world trade and the challenges of developing a worldwide marketing strategy are described in the video lesson. The case study was about TaylorMade-adidas Golf.

Video Lesson 8: Marketing Research shows how researchers define a marketing problem, develop a research plan, collect and analyze data, and present findings. The case study was about Information Resources, Inc.

Video Lesson 9: segmenting and targeting markets shows how to match market segments with marketing actions. Chocolates a la Carte, Inc. has a case study.

New Product & Service Development introduces the new-product process from strategy development to commercialization. The case study was about Stadium Competitions, Inc.

The product life cycle and principles of brand management are defined in the video lesson. The case study was about Quiksilver, Inc.

Pricing Products & Services shows some of the variables in pricing and examines costs and other considerations in the decision. The case study was about Stuart Cellars.

The issues of channel choice, logistics, and supply chain management are explained in this video lesson. The case study was about the Pacific Coast Feather Cushion Company.

Video Lesson 14: Retailing & Wholesaling shows how retailers and wholesalers create customer value. The case study was about Mother’s Market and Kitchen.

Video Lesson 15: Integrated Marketing Communications introduces the promotional mix, illustrates how elements are integrated in a promotion program, and highlights direct marketing. The case study was about Specialized Marketing Services, Inc.

The promotional elements of advertising, sales promotion, and public relations are covered in the video lesson. The Long Beach Ice Dogs case study was done.

The principles of sales management and personal selling are demonstrated in the video lesson. The Telein Group, Inc. has a case study.

Video Lesson 18: Interactive & Multichannel Marketing shows how marketers use internet technologies in combination with traditional marketing channels to create customer value and build relationships. The case study was about SmartHome, Inc.

You can get CoastLearning – Concepts in Marketing at nextskillup.com.