Marketing

For marketing managers, company generalists, entrepreneurs and non-marketing professionals, this course provides a strong understanding of fundamental marketing principles and practices. Students will learn the role and application of the "4 P's"-product, price, place and promotion-in developing a strategic marketing plan. In addition, students will gain experience with market segmentation, positioning, the product and service development process, financial budgeting and integrated marketing communications. By the end of the course, students will have experience creating an integrated, strategic marketing plan for a product or service in the marketplace and will have the skills and knowledge required to create plans for their own organizations.

Your Web presence can be one of your most highly effective branding and promotional tools within your marketing mix. Learn how strategic use of the Internet can increase the efficiency and effectiveness of your overall marketing program when you know what options are available to you in terms of techniques and tools. Discover how to develop and use your Web presence to provide customer service, test new products, and obtain marketing research information using the latest Social Media trends and channels. Through this course, you will explore and utilize techniques for integrating Social Media marketing as an integral component of your marketing campaigns, serving as listening and outreach tools for building brand awareness and promoting business.

Determine what it is you want your Web site to do, then learn how to make your site accomplish those objectives. Strategic use of the Internet can increase the efficiency and effectiveness of your overall marketing program when you know what options are available to you in terms of techniques and tools. Learn how you can use your Web site as a research tool, selling tool, and communications tool. Discover how to develop and use your Web site to provide customer service, test new products, and obtain marketing research information. This course is a must for marketing professionals who must collect and analyze market data to develop strategies that increase sales.

The success of your marketing program rests on effective market research and knowing as much as possible about your current customers, prospective customers, and your competition. Explore the most advanced market research methods including usage of web-based tools. Learn how to analyze research data to measure the effectiveness of your marketing program, determine what changes are needed, and implement a competitive strategy. Explore the factors that impact consumers' buying decisions and learn how to affect demand for your product or service. Understand the tools/techniques for anticipating competitive strategies so you can outmaneuver your competitors.

Writing is an essential part of Marketing as well as expressing yourself in everyday life. Whether it is executing a Direct Mail piece, formulating an effective Public Relations or Advertising campaign, TV and radio commercials, or designing a new website, the goal is to compose a message that will entice the reader. The message should intrigue the reader and hold their interest. The message should also initiate the stated call to action. This course will introduce the key components and techniques to strengthen writing skills and help write effective marketing campaigns.

Understand the modeling and mechanics of preparing a marketing plan with a focus on both understanding strategic and tactical planning. Learn how to analyze marketplace dynamics, identify customer and business needs, prepare a creative strategy, build an action plan for implementing the strategy, develop budgets and financial projections, and analyze the plan's effectiveness. Other topics include how to work with agencies and internal departments, and how to "sell" the marketing plan to senior management.

Historically, marketing programs focused on understanding and knowing the consumer, the ultimate buyer of your product or service. To reach the customer, offline marketers were guided by the Four P's: price, packaging, promotion and place. The Internet is creating tremendous new opportunities for business to business marketing, and changing the model from the Four Ps as we knew them to a new set of Ps: place, presence, personality and privacy. Learn to apply relevant basics of online and offline consumer marketing to this new means of reaching and serving customers for your products and/or services. Understand what's different about "new economy" business-to-business marketing and explore the effective use of channels, revised pricing strategies, targeted media plans and schedules, and buying cycles for online and offline products and services.

Learn what makes a "story" and how you can increase the odds that yours will be selected for publication in newspapers, magazines, radio, television, and on the Internet. Gain an insider's grasp of how to communicate effectively with reporters and editors. Learn how to develop and maintain a network of contacts to increase your competitive edge within the media. Understand how news cycles on the Internet differ from traditional media. Today's manager or marketing professional will obtain relevant, hands-on training in the development of a successful PR and new media program.

This course provides the ultimate how-to guide of Public Relations for practitioners and newcomers by focusing on everything needed to understand how PR has become dominant in marketing. A quantum leap for anyone who thinks they are already aware of the extent of PR, students will become fully versed in the comprehension of media while receiving inspiration and practical ideas for getting messaged material out to an oversaturated public via media and other critical influencers. This course will focus on how to identify news hooks; ways to build contacts and master skills in PR, and how to bring news to anyone as an expert news source in a fast-changing world of creating buzz. Additional topics include: ways to stay informed; new and adaptable writing skills; handling editors, journalists and opinionated online reporters; need for total access; and training the perfect spokesperson in a Web 2.0 setting.

Customer relationship management is a business strategy that provides the enterprise with a complete, consistent, and integrated view of its customer base. This course focuses on customer satisfaction and retention using WWW technologies. Learn to balance the alignment of customer business processes with technology integration. Understand the strategies for first-call resolutions, customer loyalty programs, customer interaction centers, and productive marketing automation. Learn the steps for integrating electronic commerce with a comprehensive CRM strategy.

In this course, students develop a working knowledge of how to initiate and develop a brand process within their own organization, and how to integrate brand strategy into communications. Students will develop a working knowledge of predominant brand theory as well as new perspectives on how to achieve branding success. Topics include: anatomy of brands, brand lifecycles, building brands, brand integration, and online branding. Students will learn the methods and techniques for creating and maintaining a brand from product differentiation to brand communications, and will actively participate in projects to emulate the brand development process.

Explore social networking and how companies have utilized this technique to increase, acquire, and retain its customer base, which has led to incremental streams of revenue or opportunities for potential partnerships, collaborations, and offers. Assist in thinking through when and how to apply a social networking strategy whether it is from starting a business or managing a business unit within a company.

Ethics in Marketing introduces the student to the role of ethics in marketing in the U.S. and global economy. Students will examine ethics concepts, behaviors, practices and challenges relevant to the process of planning and implementing the marketing practice and creating value via ethical processes, systems and strategies. Topics include discussions on morals and principles, ethical advertising and promotion, competitive analysis, marketing research and marketing implementation. Whether you are or will be managing a marketing team, a member of a marketing team or providing marketing goals and objectives to a contracted marketing professional, this course will help you lead and perform in line with global expectations as well as corporate values and cultures. Course includes case studies and discussions prepared by small groups.

This course is for marketing professionals, individuals interested in a marketing career, key executives, entrepreneurs, and business owners. Marketing should be connected directly to the bottom line. Learn how to bridge marketing and finance utilizing analysis strategies to increase profitability through customer loyalty, marketing profitability and value creation. This is not another 4 P's of marketing course. We will move beyond marketing fundamentals and learn how to integrate measurement systems that quantify marketing activities in terms of revenue and return on investment. Learn the language and tools of finance to help achieve desired marketing budget allocation and increase marketing's role and value in the organization.

Social Media and Web 2.0 have taken the internet from a static "information highway" to a platform that allows businesses and individuals to strategically market, collaborate, train and interact in new ways. Forward thinking businesses are incorporating Web 2.0 thinking to gain greater market share and increase revenues. Common tools used are blogs, wikis, social networking and bookmarking sites, podcasts, portals and much more. But, how can these tools be positively utilized and what are the downsides? This course explores and defines Web 2.0, Social Media and a variety of the tools available as well as providing insight into how to determine how to best to utilize these possibilities in a variety of business settings.

One topic of discussion in the business world that never seems to fade is the ever-increasing amount of competition out there. Businesses have to get more and more creative in finding ways to differentiate themselves from the rest. One such approach you can use to examine differentiation is through Experience Management. This course walks you through the concept of Experience Management and how it is applied in various industries. Students discuss what it is, what it means for businesses today and how to take a systems theory approach to applying it to a company. Topics include: functional and emotional connection for consumers and employees, relevancy for customers, designing from the inside out. Students work through the process of applying the content and learnings to an organization in an effort to fully understand the concept.