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BUS203: Principles of Marketing
Sections
Course Introduction
Unit 1: The Definition and Principles of Marketing
Unit 2: Segmenting, Targeting, and Positioning
Unit 3: Customers and Marketing Research
Unit 4: Life Cycles, Offers, Supply Chains, and Pricing
Unit 5: Distribution and Promotion
Unit 6: Launching a Marketing Campaign
Study Guide
Course Feedback Survey
Certificate Final Exam
Saylor Direct Credit
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BUS203: Principles of Marketing
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BUS203: Principles of Marketing
Sections
Unit 2: Segmenting, Targeting, and Positioning
2.1: STP Strategy
2.1.3: Positioning
Positioning
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Positioning
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Course Syllabus
What is Marketing?
Marketing Fundamentals
The Marketing Mix
Developing and Managing Offerings
Pricing the Product
Price: the Only Revenue Generator
Demand-Based Pricing
The Market is a Place
Marketing and Promotion
Advertising, Integrated Marketing Communications, and the Changing Media Landscape
Advertising and Marketing on the Internet
Social Marketing
Unit 1 Discussion
Unit 1 Assessment
Market Segmenting, Targeting, and Positioning
The Segmented Market
Approaching the Market
The Benefits of Understanding Your Audience
Unit 2 Discussion
Unit 2 Assessment
Organizational Buyer Behavior
Business Buying Behavior
Using Marketing Channels to Create Value for Customers
Understanding Buyer Behavior
How People Make Buying Decisions
Strategic Planning
Marketing Research: An Aid to Decision-Making
Gathering and Using Information: Marketing Research and Market Intelligence
Business and Marketing Research Resources
Unit 3 Discussion
Unit 3 Assessment
Introducing and Managing the Product
Creating Offerings
Using Supply Chains to Create Value
Unit 4 Discussion
Unit 4 Assessment
Channel Concepts: Distributing the Product
10 Rules for a Powerful Brand in Architecture
Advertising, Integrated Marketing Communications, and the Changing Media Landscape
Professional Selling
Types of Marketing Channels
Sales Promotion and Public Relations
Public Relations and Sales Promotions
Media and Public Relations: A Primer
Unit 5 Discussion
Unit 5 Assessment
Customer Satisfaction, Loyalty, and Empowerment
Business and Marketing Ethics
Social Marketing
Multicultural Marketing
The Marketing Plan
Marketing Budgets
The Marketing Plan
Sample Marketing Plan Template
Unit 6 Discussion
Unit 6 Assessment
BUS203 Study Guide
Course Feedback Survey
BUS203: Certificate Final Exam
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