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09-MBA005 - Marketing: Principles of Marketing January 1, 2009 - December 31, 2009
COURSE: PRINCIPLES OF MARKETING
AUTHOR: Judith H. Washburn, Ph.D.
CHAPTERS:  Marketing Planning

AUDIENCE: Designed for incoming MBA or MS MKT students or practicing managers who have not completed a Principles of Marketing course within the last few years.

ABSTRACT:  This package provides managers or those who aspire to be managers a framework to understand the role of marketing in an organization's planning activities.  The focus is on key marketing principles, theories, models and terminology.

Chapter 1: This chapter provides a framework that summarizes the process of developing and implementing marketing strategy.  The chapter defines the concept of marketing and reviews the history of how this concept has evolved into today's marketing practices.  The chapter also discusses the interplay between a marketing organization's internal and external environments and illustrates that a thorough understanding of the marketing environment is the first step in the Marketing Planning Process.  

Chapter 2:  This chapter provides an explanation of buyer behavior by considering consumers, who purchase products for their own personal use, and business buyers, customers who purchase products for an organization's use. The chapter details factors that influence customers' buying decisions. It further discusses the marketing research process, the mechanism by which companies gather information about customers and their buying habits.

Chapter 3: Chapter Three introduces the important marketing concepts of segmentation, targeting and positioning. It details the process organizations use to segment markets and describes how a company selects and attempts to satisfy its target market(s).

Chapter 4: In this chapter, the discussion focuses on product and promotion strategies, two of the four elements in an organization's Marketing Mix.  Product strategy decisions revolve around a company's product mix, branding, packaging and labeling. The promotional strategy discussion provides information on how a company can effectively communicate with its target market(s) about products through Integrated Marketing Communications.

Chapter 5: This chapter introduces the final two pieces of the Marketing Mix - distribution and pricing strategies. Distribution decisions discussed include composition of the distribution channel and the physical and ownership transfers involved in moving the product from producer to customer.  Discussion of the pricing component involves both strategic and tactical decisions regarding setting the product's selling price.

Software, a workbook, instructions, and a password will be mailed within three days after registration to each participant.  Payment is due at time of registration.  Course work and exam must be completed within 120 days of registration.  You must achieve a score of 80% or higher.  There are no refunds for modules not completed.  If a student fails to achieve a score of 80% on the final, the student may work through the module a 2nd time and attempt the final exam a 2nd time at no additional cost.

DAILY SCHEDULE
DATE START TIME END TIME
1/1/2009, Thu 12:00AM 12:00PM
1/8/2009, Thu 12:00AM 12:00PM
1/15/2009, Thu 12:00AM 12:00PM
1/22/2009, Thu 12:00AM 12:00PM
1/29/2009, Thu 12:00AM 12:00PM
2/5/2009, Thu 12:00AM 12:00PM
2/12/2009, Thu 12:00AM 12:00PM
2/19/2009, Thu 12:00AM 12:00PM
2/26/2009, Thu 12:00AM 12:00PM
3/5/2009, Thu 12:00AM 12:00PM
3/12/2009, Thu 12:00AM 12:00PM
3/19/2009, Thu 12:00AM 12:00PM
3/26/2009, Thu 12:00AM 12:00PM
4/2/2009, Thu 12:00AM 12:00PM
4/9/2009, Thu 12:00AM 12:00PM
4/16/2009, Thu 12:00AM 12:00PM
4/23/2009, Thu 12:00AM 12:00PM
4/30/2009, Thu 12:00AM 12:00PM
5/7/2009, Thu 12:00AM 12:00PM
5/14/2009, Thu 12:00AM 12:00PM
5/21/2009, Thu 12:00AM 12:00PM
5/28/2009, Thu 12:00AM 12:00PM
6/4/2009, Thu 12:00AM 12:00PM
6/11/2009, Thu 12:00AM 12:00PM
6/18/2009, Thu 12:00AM 12:00PM
6/25/2009, Thu 12:00AM 12:00PM
7/2/2009, Thu 12:00AM 12:00PM
7/9/2009, Thu 12:00AM 12:00PM
7/16/2009, Thu 12:00AM 12:00PM
7/23/2009, Thu 12:00AM 12:00PM
7/30/2009, Thu 12:00AM 12:00PM
8/6/2009, Thu 12:00AM 12:00PM
8/13/2009, Thu 12:00AM 12:00PM
8/20/2009, Thu 12:00AM 12:00PM
8/27/2009, Thu 12:00AM 12:00PM
9/3/2009, Thu 12:00AM 12:00PM
9/10/2009, Thu 12:00AM 12:00PM
9/17/2009, Thu 12:00AM 12:00PM
9/24/2009, Thu 12:00AM 12:00PM
10/1/2009, Thu 12:00AM 12:00PM
10/8/2009, Thu 12:00AM 12:00PM
10/15/2009, Thu 12:00AM 12:00PM
10/22/2009, Thu 12:00AM 12:00PM
10/29/2009, Thu 12:00AM 12:00PM
11/5/2009, Thu 12:00AM 12:00PM
11/12/2009, Thu 12:00AM 12:00PM
11/19/2009, Thu 12:00AM 12:00PM
11/26/2009, Thu 12:00AM 12:00PM
12/3/2009, Thu 12:00AM 12:00PM
12/10/2009, Thu 12:00AM 12:00PM
12/17/2009, Thu 12:00AM 12:00PM
12/24/2009, Thu 12:00AM 12:00PM
12/31/2009, Thu 12:00AM 12:00PM

FEES
DESCRIPTION FEE
Registration Fee $300.00
Facility
      ONLINE INSTRUCTION

CE CREDITS
CREDIT TYPE SPONSOR CREDITS
MBA UNA, COB, SBDC 1.5

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