Marketing
The course provides the student with information about the most important and current concepts of marketing. The course surveys current marketing trends and issues that affect today’s businesses. Topics covered are the marketing mix, developing marketing strategies and plans, marketing ethics, the marketing environment, consumer behavior, the B2B buying process, global marketing, segmentation, targeting, positioning, marketing research, product branding and packaging, product mix, new product development, services marketing, pricing, supply chain and channel management, retailing, multichannel marketing, integrated marketing communications, advertising, public relations, sales promotions, personal selling, and sales management.
Why you should take this course?
- Receive professional-level training from IBM
- Demonstrate your proficiency in portfolio-ready projects
- Earn an employer-recognized certificate from IBM
- Qualify for in-demand job titles: IT Project Manager, Technical Project Manager, IT Program Manager
Skills you will gain
Appraise current marketing trends and issues
Assess the marketing environment and the processes involved in the marketing plan lifecycle
Examine the buying process and advertising techniques such as segmentation, targeting, positioning, market research, and product branding and packaging
Analyze the selling process including new product development, pricing, supply chain management, advertising, sales promotions, and sales management
What will you learn?
Explain the role of marketing in organizations
Describe the elements of a marketing plan and identify strategies for making effective use of social and mobile marketing
Describe how ethics can be integrated into a firm’s marketing strategy
Discuss how customers, the company, competitors, corporate partners, and the macroenvironment affect marketing strategy
Identify various Business-to-Business marketing strategy practices
Illustrate the similarities and differences between a domestic marketing strategy and a global marketing strategy
Identify various steps in the marketing research process
Examine the various types of product development processes, branding strategies, and packaging decisions used by firms
Explain the various stages involved in developing a new product or service
Describe how the marketing of services differs from the marketing of products
Explain price elasticity and other means for establishing value
Recognize the value added by the supply chain
Examine retailing and multichannel marketing strategies
Describe the various integrative communication channels
Identify strategies for effective advertising, public relations, and sales promotions
Describe the value added of personal selling and the ethical and legal issues in personal selling
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