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Learn the latest interactive promotional strategies and tactics. Social Media Marketing utilizes the various tools and techniques for building your brand image, retaining customers, and marketing your offerings online through social networking sites. Topics covered include an understanding of social networking, how to connect with and utilize the various social media (such as blogs, Twitter, MySpace, Facebook, YouTube, LinkedIn), building a Social Media Marketing Plan, and measuring the success of your efforts.
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This course teaches students how to design, develop, maintain, and manage business relationships among marketing channel members to achieve competitive advantage. It includes coordination and collaboration with channel partners, such as suppliers, wholesalers, retailers, selling agents, third-party service providers, and customers. The course teaches a broad understanding of how to create the best marketing channel(s) based upon management objectives.
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Become more familiar with the core marketing activities of market research, consumer behavior, product management, supply chain management and integrated marketing communications. These marketing core bases will be analyzed to provide an understanding for market management.
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This multidisciplinary, practical course applies the practices of public relations and other business communications in a variety of career settings, including corporations, financial institutions, marketing, advertising/PR agencies, governmental units and institutional settings.
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This course will cover foreign markets and their details, including entry into such markets, evaluation of and strategies for foreign markets, and application of the marketing mix in an international environment.
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Gain valuable information with an overview of interactive promotions including: e-mail messaging, media buying for interactive advertising, search engine optimization, search engine submission and publicity through lists and blogs.
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Knowing the identity of the brand, keeping the integrity of the brand, and positioning and developing brand standards for use in all communications is essential for marketing. This course will examine methods used by easily recognized brands and what those organizations do to maintain their brand.
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Optimizing profitability and meeting long-term goals enables the marketing manager to achieve maximumimpact. In this course, emphasis will be placed on the development of resources to achieve stated goals and follow unified, comprehensive, and integrated plans.
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This course will enrich your knowledge of motivation and learning theories, demographics, psychographics reference groups, and the family life cycle. Consumer behavior is the study of psychology behind how people buy, what they buy, when they buy, and why they buy.It blends elements from psychology, sociology, social psychology, and anthropology. Topics covered include consumer analysis, affect & cognition, attention & comprehension, attitudes & intentions, the decision making process, cultural influences, environmental influences, family & reference group influence, and the consumer behavior audit.
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Product management deals with the planning or marketing of a new or existing product or product line, at all stages of the product lifecycle. Product Management also describes the many different
activities performed in order to deliver a particular product to market; everything from targeting particular customers, forming a marketing mix, and budgeting issues. Topics covered include marketing planning, category attractiveness, competitor& customer analysis, market potential & forecasting, product strategy, and marketing mix decisions.
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Integrated Marketing Communications is designed to ensure that the information received by a customer or potential customer for a product or service is consistent. This concept includes simultaneously marketing through many online and offline marketing channels. Online marketing channels include any interactive marketing campaigns or programs, from search engine optimization and submission to pay-per-click, affiliate, e-mail, and banner advertising. Offline marketing channels such as traditional newspaper, magazine, direct mail, public relations, radio, and television are also integrated.
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Direct marketing attempts to send its messages directly to targeted customers. Direct marketing often includes paper mail, e-mail, voice mail, telemarketing, and faxing. It may also include promotional media. Topics covered include direct marketing planning, databases, mailing lists, creating offers/mail packages, telemarketing, internet, direct media, and catalogues.
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Advertising is a paid, one-way communication through a medium in which the sponsor is identified and themessage is controlled by the sponsor. Every major medium is used to deliver these messages. Advertisements are usually placed anywhere an audience can easily access. Topics covered include account planning & research, developing ad plans, creative strategy, execution & process, and producing ads for print, electronics & digital media.
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Sales promotional communications are employed for a pre-determined, limited time, to increase customer demand, stimulate market demand, or improve product availability. Examples include: contests, sweepstakes, point of purchase displays, rebates, coupons, free product samples, etc. Sales promotions targeted to the "consumer are called consumer sales promotions." Sales promotions targeted at wholesalers and retailers are called trade sales promotions. Topics covered include consumer promotions such as coupons, rebates, premiums, special sales, bonus packs, and trade promotions such as quantity discounts, cooperative advertising, sales force training, and free inventory.
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Marketing Communications and Media Plan Development The primary goal of a marketing communications plan is to build an integrated program for communicating a companys promotional messages using advertising, PR, direct marketing, sales promotion, etc. Ideally, your plan should outline each of the promotional tools with timelines and cost analysis. Topics covered include background & situation analysis, objectives & budgeting, creative strategy, media planning, advertising, direct marketing, sales, public relations, sales promotions, internet, and program evaluation.
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Creating a logical connection between an overall strategy and its image in the marketplace and in the minds of consumers is the topic of this fascinating course. The incorporation of organizational vision, mission, goals, and objectives into a strategic plan will be highlighted.
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Target marketing uses demographics, psychographics and behavioral research to identify potentially lucrative markets. The major steps to targeting include market segmentation, target choice, product differentiation, and product positioning. Targeting can be selective (based upon a focus strategy, market specialization strategy or niche strategy), or extensive (based upon mass marketing, cost superiority or product specialization).
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New Product Development is the complete process of bringing a new product or service to market. It involves idea generation and evaluation, business analysis, product design, test marketing and commercialization. Topics covered include The New Products Process, Opportunity Identification and Selection, Preparation and Alternatives, Problem-Based Ideation, The Concept Evaluation System, Concept Testing, Sales Forecasting & Financial Analysis, Development, Design, Development Team Management, Product Use Testing Launch Planning, Market Testing, and Launch Management.
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Pricing is one of the four Ps of the marketing mix. Pricing is the process of applying prices to product or service offerings that will be profitable, enticing, and competitive. Topics covered include Tactical Pricing, Pricing Strategy, Value Creation, Price Structure, Price and Value Communication, Pricing Policy, Price Level, Costs, Pricing Over the Product Life Cycle, and Price & Value Measurement.
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A Marketing Plan is a written document that details the necessary actions to achieve marketing objectives. It can be for the entire company or a product or service, a brand, or a product line. A marketing plan is usually part of the overall business plan. Topics covered include Analyzing the Current Situation, Understanding Markets and Customers, Planning Segmentation, Objectives, Developing Product and Brand Strategy, and Planning Performance Measurement & Implementation Control.
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