Principles of Marketing

Complete syllabus

Every chapter and lesson

1. 01

   Chapter 1 · 5 lessons

   1: What is Marketing?

   1. 1.1

      1.1: Defining Marketing

      6 min · Quick check

      Lesson goal: By the end you can define marketing and understand its core components.

      • Marketing is the process of creating value for customers.
      • It involves understanding customer needs and preferences.
      • Marketing encompasses activities such as promotion, distribution, and pricing.
   2. 1.2

      1.2: Who Does Marketing?

      6 min · Quick check

      Lesson goal: By the end you can identify the various roles involved in marketing.

      • Marketing is performed by individuals and organizations.
      • Key players include marketers, consumers, and businesses.
      • Different sectors such as non-profit and government also engage in marketing.
   3. 1.3

      1.3: Why Study Marketing?

      6 min · Quick check

      Lesson goal: By the end you can explain the importance of studying marketing.

      • Studying marketing helps understand consumer behavior.
      • It is essential for business success and strategy development.
      • Marketing knowledge is applicable across various fields and industries.
   4. 1.4

      1.4: Themes and Organization of This Book

      6 min · Quick check

      Lesson goal: By the end you can summarize the main themes and organization of the book.

      • The book covers fundamental marketing concepts and strategies.
      • It is structured to build knowledge progressively.
      • Key themes include consumer behavior, market research, and marketing ethics.
   5. 1.5

      1.5: Discussion Questions and Activities

      6 min · Quick check

      Lesson goal: By the end you can engage in discussions and activities related to marketing concepts.

      • Discussion questions encourage critical thinking about marketing.
      • Activities may include case studies or group projects.
      • Engagement with peers enhances understanding of marketing principles.
2. 02

   Chapter 2 · 4 lessons

   2: Strategic Planning

   1. 2.1

      2.1: Introduction to Strategic Planning

      6 min · Quick check

      Lesson goal: By the end you can explain the importance of strategic planning in marketing.

      • Define strategic planning and its role in marketing.
      • Identify the benefits of having a strategic plan.
      • Discuss the relationship between strategic planning and marketing success.
   2. 2.2

      2.2: Components of the Strategic Planning Process

      6 min · Quick check

      Lesson goal: By the end you can outline the key components of the strategic planning process.

      • Define the components of the strategic planning process.
      • Explain how each component contributes to effective planning.
      • Identify the steps involved in creating a strategic plan.
   3. 2.3

      2.3: Developing Organizational Objectives and Formulating Strategies

      6 min · Quick check

      Lesson goal: By the end you can develop organizational objectives and formulate strategies.

      • Define organizational objectives and their significance.
      • Explain the process of formulating strategies to achieve objectives.
      • Discuss the importance of aligning strategies with organizational goals.
   4. 2.4

      2.4: Where Strategic Planning Occurs within Firms

      6 min · Quick check

      Lesson goal: By the end you can identify where strategic planning occurs within firms.

      • Define the various levels of strategic planning within an organization.
      • Discuss the roles of different departments in the strategic planning process.
      • Identify how strategic planning integrates with overall business operations.
3. 03

   Chapter 3 · 3 lessons

   5: Market Segmenting, Targeting, and Positioning

   1. 3.1

      5.1: Targeted Marketing versus Mass Marketing

      6 min · Quick check

      Lesson goal: By the end you can differentiate between targeted marketing and mass marketing.

      • Define targeted marketing and mass marketing.
      • Explain the advantages and disadvantages of each approach.
      • Identify examples of companies that use targeted marketing versus mass marketing.
   2. 3.2

      5.2: How Markets Are Segmented

      6 min · Quick check

      Lesson goal: By the end you can describe the various methods used to segment markets.

      • Define market segmentation and its importance.
      • List the main criteria for segmenting markets (demographic, geographic, psychographic, behavioral).
      • Explain how each segmentation method can be applied in real-world scenarios.
   3. 3.3

      5.3: Selecting Target Markets and Targeting Strategies

      6 min · Quick check

      Lesson goal: By the end you can evaluate different targeting strategies and select appropriate target markets.

      • Define target markets and targeting strategies.
      • Discuss the criteria for selecting target markets.
      • Analyze the effectiveness of different targeting strategies (undifferentiated, differentiated, concentrated, and micromarketing).
4. 04

   Chapter 4 · 3 lessons

   6: Creating Offerings

   1. 4.1

      6.1: The Importance of Offerings

      6 min · Quick check

      Lesson goal: By the end you can explain the significance of offerings in marketing.

      • Define what an offering is in the context of marketing.
      • Discuss the role of offerings in meeting customer needs.
      • Identify the impact of offerings on business success.
   2. 4.2

      6.2: Creating Value through Offerings

      6 min · Quick check

      Lesson goal: By the end you can describe how to create value through offerings.

      • Define value in the context of marketing offerings.
      • Explain the components that contribute to creating value.
      • Discuss strategies for enhancing the value of offerings.
   3. 4.3

      6.3: Differentiating Offerings

      6 min · Quick check

      Lesson goal: By the end you can identify ways to differentiate offerings in the market.

      • Define differentiation and its importance in marketing.
      • Discuss various strategies for differentiating offerings.
      • Identify examples of successful differentiation in real-world scenarios.
5. 05

   Chapter 5 · 3 lessons

   8: Marketing Channels and Channel Partners

   1. 5.1

      8.1: Marketing Channels and Channel Partners

      6 min · Quick check

      Lesson goal: By the end you can define marketing channels and identify key channel partners.

      • Define marketing channels and their importance in the distribution process.
      • Identify different types of channel partners, such as wholesalers and retailers.
      • Explain the role of channel partners in delivering value to customers.
   2. 5.2

      8.4: Marketing Channel Strategies

      6 min · Quick check

      Lesson goal: By the end you can analyze various marketing channel strategies.

      • Describe different marketing channel strategies, including direct and indirect channels.
      • Evaluate the advantages and disadvantages of each channel strategy.
      • Discuss how to select the appropriate channel strategy based on target market needs.
   3. 5.3

      8.5: Channel Dynamics

      6 min · Quick check

      Lesson goal: By the end you can explain channel dynamics and their impact on marketing.

      • Define channel dynamics and their significance in marketing channels.
      • Identify factors that influence channel dynamics, such as competition and technology.
      • Discuss how channel dynamics can affect relationships between channel partners.
6. 06

   Chapter 6 · 2 lessons

   9: Demand Planning and Inventory Control

   1. 6.1

      9.1: The Importance of Demand Planning

      6 min · Quick check

      Lesson goal: By the end you can explain the significance of demand planning in marketing.

      • Define demand planning and its role in marketing.
      • Identify the benefits of effective demand planning.
      • Discuss the impact of demand planning on inventory management.
   2. 6.2

      9.2: Demand Planning and Inventory Control

      6 min · Quick check

      Lesson goal: By the end you can analyze the relationship between demand planning and inventory control.

      • Define inventory control and its importance in demand planning.
      • Explain how demand forecasting influences inventory levels.
      • Discuss strategies for aligning demand planning with inventory control.
7. 07

   Chapter 7 · 2 lessons

   10: Marketing Research

   1. 7.1

      10.1: The Importance of Marketing Research

      6 min · Quick check

      Lesson goal: By the end you can explain the significance of marketing research in decision-making.

      • Define marketing research and its role in business strategy.
      • Identify the benefits of conducting marketing research.
      • Discuss how marketing research influences product development and customer satisfaction.
   2. 7.2

      10.2: Steps in the Marketing Research Process

      6 min · Quick check

      Lesson goal: By the end you can outline the steps involved in the marketing research process.

      • List the key steps in the marketing research process.
      • Explain the importance of defining the research problem and objectives.
      • Describe the methods for collecting data and analyzing results.
8. 08

   Chapter 8 · 2 lessons

   11: Promotion

   1. 8.1

      11.1: The Role of Promotion

      6 min · Quick check

      Lesson goal: By the end you can explain the role of promotion in the marketing mix.

      • Define promotion and its importance in marketing.
      • Identify the various types of promotional strategies.
      • Discuss how promotion influences consumer behavior.
      • Explain the relationship between promotion and other elements of the marketing mix.
   2. 8.2

      11.8: Discussion Questions and Activities

      6 min · Quick check

      Lesson goal: By the end you can engage in discussions and activities related to promotion.

      • Review key concepts from the chapter on promotion.
      • Participate in group discussions about promotional strategies.
      • Analyze case studies related to effective promotion.
      • Develop activities that reinforce understanding of promotional techniques.
9. 09

   Chapter 9 · 2 lessons

   13: Sales Management

   1. 9.1

      13.3: Sales Metrics (Measures)

      6 min · Quick check

      Lesson goal: By the end you can understand and apply various sales metrics to evaluate sales performance.

      • Define sales metrics and their importance in sales management.
      • Identify key sales metrics such as conversion rate, average deal size, and sales growth.
      • Explain how to calculate and interpret these metrics for effective decision-making.
   2. 9.2

      13.7: Discussion Questions and Activities

      6 min · Quick check

      Lesson goal: By the end you can engage in discussions and activities that enhance understanding of sales management concepts.

      • Discuss the role of sales management in an organization.
      • Identify challenges faced by sales managers and potential solutions.
      • Engage in activities that reinforce the application of sales management principles.
10. 10

    Chapter 10 · 1 lessons

    14: Customer Loyalty

    1. 10.1

       14.2: Loyalty Management

       6 min · Quick check

       Lesson goal: By the end you can explain the principles of loyalty management and its importance in marketing.

       • Define loyalty management and its role in customer retention.
       • Identify key strategies for implementing loyalty programs.
       • Discuss the impact of customer loyalty on business profitability.
       • Analyze case studies of successful loyalty management practices.
11. 11

    Chapter 11 · 1 lessons

    15: Pricing

    1. 11.1

       15.1: The Pricing Framework and a Firm’s Pricing Objectives

       6 min · Quick check

       Lesson goal: By the end you can explain the pricing framework and identify a firm's pricing objectives.

       • Define pricing framework and its components.
       • Identify different pricing objectives a firm may have.
       • Discuss how pricing objectives align with overall business strategy.
       • Explain the importance of understanding market conditions in setting prices.
12. 12

    Chapter 12 · 1 lessons

    16: Marketing Plan

    1. 12.1

       16.3: Functions of the Marketing Plan

       6 min · Quick check

       Lesson goal: By the end you can identify and explain the key functions of a marketing plan.

       • Define the purpose of a marketing plan.
       • Identify the components of a marketing plan.
       • Explain how a marketing plan guides marketing strategies.
       • Discuss the importance of market research in a marketing plan.
       • Describe how to evaluate the effectiveness of a marketing plan.