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18
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Free
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Course Description

Marketing is about communicating the value of a product, service or brand to customers or consumers for the purpose of promoting or selling that product, service, or brand. The oldest – and perhaps simplest and most natural form of marketing – is 'word of mouth' (WOM) marketing, in which consumers convey their experiences of a product, service or brand in their day-to-day communications with others.

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Course Syllabus
  • 1 - Introduction to Marketing: The Importance of Product, Price, Place, & Promotion
  • 2 - Introduction to Marketing: The Marketing Mix
  • 3 - Using Primary and Secondary Research
  • 4 - Introduction to Marketing: How Marketers Create Value
  • 5 - How to Use Market Segmentation: Developing a Target Market
  • 6 - The Consumer Buying Process: How Consumers Make Product Purchase Decisions
  • 7 - Market Segmentation
  • 8 - The Product Life Cycle
  • 9 - Introduction to Marketing: The Product Mix
  • 10 - Introduction to Marketing: The Promotional Mix
  • 11 - The Difference Between Goods & Services
  • 12 - How Distributors Add Value
  • 13 - Types of Distribution Channel Intermediaries
  • 14 - Store vs. Non-store Retailing
  • 15 - How to Conduct a Breakeven Analysis
  • 16 - Pricing Objectives and Strategies
  • 17 - Fixed Margin Pricing
  • 18 - How the Boston Consulting Group (BCG) Growth-Share Matrix Works
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