16 avsnitt

An introductory course designed to develop in students an understanding of basic marketing concepts and functions in market-oriented institutions. Marketing strategy is studied with appreciation for the constraints imposed by consumer behavior, marketing institutions, competition, and the law.

Principles of Marketing - MKTG 3200 East Tennessee State University

    • Näringsliv

An introductory course designed to develop in students an understanding of basic marketing concepts and functions in market-oriented institutions. Marketing strategy is studied with appreciation for the constraints imposed by consumer behavior, marketing institutions, competition, and the law.

    • video
    Introductory Module

    Introductory Module

    An introduction to the Principles of Marketing course.

    • 10 min
    • video
    Module 1: Marketing Strategy

    Module 1: Marketing Strategy

    Topics include Elements of Marketing Strategy and Planning and Implementation. This podcast introduces many concepts which will be discussed in more detail later in the course. Special consideration is paid to understanding the cause for implementation failure.

    • 34 min
    • video
    Module 2: Business Environment’s Interaction with Marketing Decisions

    Module 2: Business Environment’s Interaction with Marketing Decisions

    This podcast covers the different aspects of the business environment—technological, economic, legal, cultural, competitive environments. The key point throughout is how these factors affect (i.e. interact with) business and marketing decision contexts.

    • 36 min
    • video
    Module 3: Consumer Behavior

    Module 3: Consumer Behavior

    Consumer Behavior is a core course in every marketing curriculum and almost half of marketing professors do research in this area. This podcast introduces all the key elements of the consumer decision process and discusses them with examples, but the level of discourse is relatively light. The only detailed discussion was about the Involvement variable and its moderating impacts on the process.

    • 46 min
    • video
    Module 4: Market Segmentation

    Module 4: Market Segmentation

    This podcast covers material for one of the most important concepts in marketing. Geographic, Demographic, Psychographic, Usage and Behavioral methods of segmentation are discussed with several specific examples used for each type. Other topics include Product Positioning, Targeting and Assessing Segment Attractiveness. The Coke-Pepsi and Verizon-AT&T battles were used to highlight key concepts.

    • 52 min
    • video
    Module 5: Product and Branding Decisions

    Module 5: Product and Branding Decisions

    This podcast covers material for an introductory discussion about the Product part of the marketing mix. Topics include a simple introduction to Product Lines, Product Mixes, Brand Names and Packaging. It contains more detailed discussions about the importance of branding and the current battle between national and private (house) brands.

    • 21 min

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