Introduction to Marketing

This course provides some insight about principles of Marketing.

Course code: SHS-MRKE01

Professor: Suame Bla Emeline Kouamé

Course description

This course provides some insight about principles of Marketing. It covers fundamental knowledge that a learner should acquire about Marketing and instill interest in a specific topic where the learner would want to be specialized. Marketing is presented as a pivotal to the organization and management of businesses.

Course Structure

This self-paced course will provide students with links, images, and videos, for:

The course content
Exercises
Quizzes and Exams

Learning Outcomes

Upon successful completion of this course, students should be able to:

understand the place and role of marketing in businesses and how effective marketing can contribute to a company’s success;
understand how organizations identify customers and their wants/needs;
understand the value of the marketing mix in the marketing planning process;
make effective marketing decisions based on the marketing mix elements;
understand fundamentals of international marketing.

Index

CHAPTER 1: MARKETING: CREATING CUSTOMER VALUE AND ENGAGEMENT.

CHAPTER 2: COMPANY AND MARKETING STRATEGY: PARTNERING TO BUILD CUSTOMER ENGAGEMENT, VALUE AND RELATIONSHIPS

CHAPTER 3 ANALYSING THE MARKETING ENVIRONMENT.

CHAPTER 4: MANAGING MARKETING INFORMATION TO GAIN CUSTOMER INSIGHTS.

CHAPTER 5: PRODUCTS, SERVICES AND BRANDS.

CHAPTER 6: PRICING STRATEGIES.

CHAPTER 7: MARKETING CHANNELS – RETAILING AND WHOLESALING.

CHAPTER 8: COMMUNICATING CUSTOMER VALUE: ADVERTISING AND PUBLIC RELATIONS

CHAPTER 9: PERSONAL SELLING AND SALES PROMOTION.

CHAPTER 10: DIRECT, ONLINE, SOCIAL MEDIA AND MOBILE MARKETING.

CHAPTER 11: The GLOBAL MARKETPLACE.