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Marketing Essentials: Introduction to Marketing

Overview/Description How do you know what consumers really want? How do you know which consumers to go after and how to get them interested in your products and services? You need to develop an effective marketing strategy. Marketing is a core business process that helps companies develop strong relationships with consumers – it is used to identify the right consumers, anticipate their wants and needs and ultimately create value for them and for your organization. Realizing the essential function that marketing plays in any company will help you better understand the relationship that...

Marketing Essentials: Marketing and Ethics

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...

Marketing Essentials: Place

Overview/Description Getting your products and services into your customers' hands is not a simple task; a multitude of factors must be considered. How do you select the most effective distribution channels? Should you be targeting your distributors to help promote and sell your products, or should you appeal directly to consumers? How do you build strong relationships with distributors? Place, which focuses on the distribution of products and services, is an important component of any marketing initiative and requires careful integration with all other aspects of the modern marketing mix....

Marketing Essentials: Planning and People

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...

Marketing Essentials: Product and Price

Overview/Description How do you know what kind of products and services you should be marketing? How do you develop successful products and services? How do you promote and sell them? In today’s highly competitive marketplace, these considerations are more important than ever. This course focuses on the answers to these questions and provides key insight into the importance of product and price within the modern marketing mix. The course then covers the product and development process, the concept of product differentiation in today's marketplace, and what this ultimately requires from...

Marketing Essentials: Promotion

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...

Trade Show Marketing – Planning Ahead

Overview/Description Trade shows are great opportunities for salespeople. This Business Impact examines the importance of preparing for shows ahead of time. Expected Duration (hours) 0.1 Lesson ObjectivesTrade Show Marketing - Planning Ahead

Using Blogs to Attract Customers

Overview/Description Blogs can create a direct communication channel between you and your customers. This Business Impact examines how to best use blogs to increase sales. Expected Duration (hours) 0.1 Lesson ObjectivesUsing Blogs to Attract Customers

Using Online Strategies to Accelerate Sales Performance

Overview/Description Traditional marketing strategies have proven ineffectual at generating online sales and ensuring repeat business. This challenge explores strategies for accelerating online sales. Expected Duration (hours) 0.2 Lesson ObjectivesUsing Online Strategies to Accelerate Sales Performance

Using Web Analytics to Increase Sales

Overview/Description Website activity can provide valuable sales data. This impact explores how web analytics can increase sales. Expected Duration (hours) 0.1 Lesson ObjectivesUsing Web Analytics to Increase Sales

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