Overview/Description Though a strong web presence is seen as vital in the success of most businesses, it is equally important that products be shaped to fit the medium and meet the needs of custom-conscious consumers. Expected Duration (hours) 0.1 Lesson ObjectivesDesigning Products to Fit the Channel

Overview/Description What role does ethics play in marketing? What is corporate responsibility and how is it linked to marketing? In order to develop strong and lasting customer relationships, organizations must ensure their marketing practices are fair, honest, and accurate about their product and service offerings. While marketing is a key business function, it also has an important societal component that cannot be overlooked. This course introduces the concept of ethics in marketing and its close connection to corporate responsibility. It also provides insight into how to ensure marketing...

Overview/Description The four Ps of the traditional marketing mix (Product, Price, Place, and Promotion) are important strategic cornerstones of any marketing activity. However, this traditional view of the Marketing Mix fails to address two very important aspects of marketing: planning and people. This course focuses its attention on the importance of linking marketing activities to an organization’s overall strategic objectives; and exactly how the planning process is carried out. The importance of recognizing the difference between marketing strategies and marketing tactics is also...

Overview/Description How do you get customers interested in your products and services? What kinds of sales and advertising strategies will you use? How will public relations support your promotional strategies, if at all? Promotion, a key aspect of the marketing mix, focuses on raising awareness about your product and service offerings among key customer target groups. This course will provide insight into how to design promotional strategies and campaigns that help expand existing markets and develop new customer relationships. You will learn about the key characteristics of different forms...