Language: English
Short Description: 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 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.
Instructor Description: This class supported by an Educational Mentor. Educational mentors have worked or are working in the subject they mentor. Educational Mentors review student work, student progress, and interact with students as needed. They respond to any questions or concerns you might have, as well as encouraging and motivating you to succeed.
Certification: 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.
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 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
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Lesson 1
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
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