At the end of this course, students will be able to:
• Evaluate the primary components of a marketing plan from strategic, functional, and operational perspectives
• Analyze how the characteristics of the business environment can impact marketing decisions
• Analyze the possible impacts of marketing research on a business plan
• Evaluate how consumer characteristics and behavior affect marketing strategies
• Compare B2B and consumer markets
• Compare various considerations in product and services marketing
• Analyze how integrated marketing communications (IMCs) are developed and implemented
• Analyze the considerations and process of creating a pricing strategy
• Distinguish marketing channel options, considerations, and interactions
Price: $2,295.00


    Quantity:
    The Marketing Professional program outlines for students current theories of marketing, their effective application and concepts important to marketing goods and services, identifying and further defining target customers, targeting those customers and really reaching them through your messaging from both a domestic and global perspective. Students will explore the elements of market research, identifying target customers, branding, pricing, developing product offers, and developing marketing communications for various distribution channels. Students will examine marketing critically from the perspective of the consumer, the overall economy, and technology as well as the legal and ethical issues that arise to ensure responsible marketing.

    This program, offered by our accredited school partners, provides students with a view of the principle areas of marketing. It explores the factors influencing how marketing decisions are made, including the impact of marketing decisions on an organization and its customers. Students will gain a working knowledge of practical marketing and business vocabulary. Additionally, students will analyze today’s global, highly competitive marketplace and evaluate how the actions of competitors influence marketing decisions. Enroll through one of our accredited university or college partners today!
    Principles of Marketing
    Module 1: Overview of Marketing
    • What is Marketing?
    • Marketing Management Philosophies
    • Differences Between Sales and Market Orientations
    • Why Study Marketing?
    • Nature of Strategic Planning
    • Strategic Business Units
    • Strategic Alternatives
    • Competitive Advantage
    • Setting Marketing Plan Objectives
    Module 2: Ethics and the Marketing Environment
    • The Concept of Ethical Behavior
    • Ethical Behavior in Business
    • Corporate Social Responsibility
    • Cause-Related Marketing
    • External Marketing Environment
    • Social and Demographic Factors
    • Growing Ethnic Markets
    • Economic Factors
    • Technology and Innovation
    • Political, Legal, and Competitive Factors
    Module 3: Global Decisions and Decision Making
    • Multinational Firms
    • External Environment Faced by Global Marketers
    • Global Marketing by the Individual Firm
    • Global Marketing Mix
    • Impact of the Internet
    • Importance of Consumer Decision Making
    • Postpurchase Behavior
    • Cultural and Social Influences on Consumer Buying Decisions
    Module 4: Segmenting and Targeting Markets
    • Business Marketing
    • Trends in B-to-B Internet Marketing
    • Major Categories of Business Customers
    • Business vs. Consumer Markets
    • Types of Business Products
    • Importance of Market Segmentation
    • Criteria for Successful Segmentation
    • Bases for Segmenting Consumer and Business Markets
    • Strategies for Selecting Target Markets
    • CRM as a Targeting Tool
    • Positioning
    Module 5: Marketing Research and Product Concepts
    • Role of Marketing Research
    • Steps in a Marketing Research Project
    • Growing Importance of Mobile Research
    • Scanner-Based Research
    • When Should Marketing Research be Conducted?
    • Types of Consumer Products
    • Product Items, Lines, and Mixes
    • Branding and Packaging
    Module 6: Managing Products and Nonprofit Organization Marketing
    • Importance of New Products
    • New-Product Development Process
    • The Spread of New Products
    • Product Life Cycles
    • Importance of Services
    • How Services Differ from Goods
    • Service Quality
    • Relationship Marketing in Services
    • Internal Marketing in Service Firms
    • Nonprofit Organization Marketing
    Module 7: Supply Chain Management and Retailing
    • Supply Chain Integration
    • Key Processes of Supply Chain Management
    • Sustainable Supply Chain Management
    • Marketing Channels and Channel Intermediaries
    • Channel Structures
    • Types of Retailers and Retail Operations
    • Rise of Nonstore Retailing
    • Retail Operations Models
    • Executing a Retail Marketing Strategy
    Module 8: Marketing Communications and Public Relations
    • Role of Promotion in Marketing Mix
    • Marketing Communication
    • Goals of Promotion
    • Integrated Marketing Communications
    • Major Types of Advertising
    • Creative Decisions in Advertising
    • Medial Decisions in Advertising
    • Public Relations
    • Sales Promotion
    Module 9: Sales Management, Social Media, and Pricing Concepts
    • Sales Environment
    • Personal and Relationship Selling
    • Sales Management
    • Customer Relationship Management
    • Creating and Leveraging a Social Media Campaign
    • Evaluation and Measurement of Social Media
    • Social Behavior of Consumers
    • Pricing Objectives
    • Demand Determinant Price
    • The Legality of Price Strategy

    Digital Marketing Strategy
    Module 1-Explain the importance of creating a digital marketing strategy in meeting organizational marketing goals
    Module 2-Discuss the differences between an integrated and non-integrated digital marketing strategy
    Module 3-Describe the five stages of a digital marketing strategy (Research, Plan, Execute, Measure, Analyze and Adjust)
    Module 4-Explain how digital marketing elements can address strategic needs
    Module 5-Describe the customer journey and how it applies to digital marketing
    Module 6-Explore the use of a digital SWOT in assessing marketing efforts
    Module 7-Explain the use of SMART goals in the planning stage
    Module 8-Describe the use of the Plan, Do, Check, Act model in digital marketing
    Module 9-Explain how lessons learned are integrated into digital marketing
    Module 10-Describe the key ethical and legal issues in digital marketing
    Module 11-Discuss best practices in fashioning a digital marketing strategy
    All required reference materials are provided with this program. Technical requirements:

    Internet Connection
    • Broadband or High-Speed (DSL, Cable, Wireless)
    Hardware Requirements
    • Processor - 2GHz Processor or Higher
    • Memory - 1 GB RAM Minimum Recommended

    Software Requirements
    • Operating Systems - Windows 7, 8 or 10; Mac OS x 10 or higher
    • Microsoft Office 2007, 2010 or 2013 or a Word Processing application to save and open Microsoft Office formats (.doc, .docx, .xls, .xlsx, .ppt, .pptx)
    • Internet Browsers - Google Chrome is highly recommended
    • Cookies MUST be enabled
    • Pop-ups MUST be allowed (Pop-up Blocker disabled)
    • Adobe PDF Reader
    Professional Certified Marketer® in Marketing Management. This is the pioneer certification from the AMA trusted by hundreds of professionals with a new name that better shows the world your area of expertise. You can complete the training on your own time and the PCM Marketing Management is open to any professional serious about becoming a stand-out marketer. This certification is based on a Body of Knowledge that covers fundamental marketing topics like planning, strategy, global marketing, ethics, analytics, research, behavior, branding, pricing, distribution, digital and social media marketing, and more.

    While there are no eligibility requirements at this time, we find that PCM® candidates have more success if they have the following minimum level of education or experience:
    -Bachelor’s degree and four years of professional marketing experience
    -Master’s degree and two years of professional marketing experience
    -7 years of professional marketing experience

    The test is given online and is made up of multiple-choice questions. You’ll have three hours to complete it. To pass, you must receive an overall score ?of 80% or higher and it is not required that you achieve a specific score in each domain. You will receive your scores immediately after completing the exam, including a breakdown by domain. Your registration for the exam will include three exam attempts that must be completed within one year of registration. If you are unsuccessful in passing the exam, you must wait a minimum of 15 days between exam attempts.
    This course provides students with qualified support professionals to guide them through their learning experience. The student support team is available to answer any questions a learner may have including questions on course content, course material, certifications, and registration or enrollment questions. Support advisers also monitor the progress of learners to ensure training retention and program advancement.

    Product Type:
    Bundle
    Course Type:
    Career Training Program
    Level:
    Beginner
    Language:
    English
    Hours:
    415
    Duration:
    6 months
    Avg Completion:
    3 Months

      Get the support you need, when you need it

        • Our admissions advisors will help you identify career paths, accredited colleges, and funding solutions
        • Customer & Technical Support is available throughout your course experience via Live Chat, Phone, Email, and Text
        • Office hours are Monday through Friday, 8-5pm CT

      Stay on track to reach your completion goal

        • Scheduling and Time Management assistance tailored just for you
        • Active reminder notifications about important deadlines in your class
        • Join giveaway raffles for achieving course milestones

      Become Job-Ready: Career Training Programs ONLY

        • Take advantage of real-world experience outside of the classroom with an employer-based externship program
        • Work with a career counselor to schedule your certification exam (if applicable)
        • Complete an employer-ready resume with a career coach
        • Participate in live mock interviews and job guidance sessions

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