Marketing Online
Students find out what it takes to market a product or service in today’s fast-paced business environment. They learn the fundamentals of marketing using real-world business examples. They learn about buyer behavior, marketing research principles, demand analysis, distribution, financing, pricing, and product management. System and Software Requirements: • Microsoft® Windows 7® or higher, or Mac® OS 10.3 Mavericks® or over operating system; 400 MHz or faster processor; 512 MB of memory (RAM); at least 2 GB of hard drive space; Adobe® Reader®; Microsoft Office or equivalent document, spreadsheet, and presentation software. Access to a microphone to complete speaking assignments.
When enrolling in the full year option of this course it will be delivered in two semesters. Transcripts will reflect each semester separately
Unit 1: Get Started
• Get Started
Unit 2: Introduction to Marketing
• What Is Marketing?
• Marketing in Business
• The Marketing Concept
• Marketing Trends
• Marketing Ethics
• Review and Unit Assessment
• Project
Unit 3: Economics
• Economic Basics
• Consumers and Products
• Defining Market
• Supply and Demand 1
• Supply and Demand 2
• Capitalism
• Competition
• Economic Utility
• Review and Unit Assessment
• Project
Unit 4: Business Basics
• Industries
• Business Structures
• Business Organization
• Business Opportunities
• Global Business
• Defining a Business
• Business Planning
• Business Funding
• Review and Unit Assessment
• Project
Unit 5: Marketing Basics
• Brand Image
• The Marketing Mix 1
• The Marketing Mix 2
• Market Penetration
• Review and Unit Assessment
• Project
Unit 6: Market Research
• Market Research Basics
• Information
• Collecting Data
• Customer Research
• Review and Unit Assessment
• Project: Problem Solving
• Project: Primary Survey
Unit 7: Selling and Pricing
• Principles of Selling
• Customer Needs
• The Sales Process 1
• The Sales Process 2
• Pricing
• Pricing Strategies
• Pricing Ethics
• Evaluation of Methods
• Review and Unit Assessment
• Project
• Mid-Term Checkpoint
Unit 8: Developing a Marketing Plan
• Marketing Planning
• Mission Statement and Goals
• Analyze the Market
• Competitive Analysis
• Target Markets
• Marketing Mix
• Product
• Promotion Methods
• Advertising
• Action Plan
• Review and Unit Assessment
• Project: Developing a SWOT Analysis
• Project: Target Markets
Unit 9: Careers in Marketing
• Careers: Market Research
• Careers: Brand Management
• Careers: Advertising
• Careers: Promotions
• Careers: Public Relations
• Careers: Product Development
• Careers: E-Marketing
• Your Career in Marketing
• Project: Resume
• Review and Unit Assessment
Unit 10: Skills for Success
• Professionalism
• Effective Communication
• Customer Service
• Written Communication
• Using Charts and Graphs
• Persuasive Presentation
• Soft Skills
• Review and Unit Assessment
• Project
Unit 11: Final Project and Exam
• Final Project Day 1
• Final Project Day 2
• Final Project Day 3
• Final Project Day 4
• Final Project Day 5
• Final Exam
Getting Started
• Complete course setup.
• Describe computer requirements.
• Navigate between storage locations.
• Move and copy files and folders.
• Create and/or rename folders and/or files.
• Delete and/or undelete folders and/or files.
• Zip and unzip files.
• Explain troubleshooting or where to get help.
Business Finance
• Identify the types of funding.
• Identify various sources of funding.
• Define loans.
• Calculate monthly principal amount on a loan.
• Define common business costs
• Identify the types of business costs.
• Identify the factors that helps in predicting or forecasting more accurate results.
• Identify the various causes of business risk, namely, human, natural, and economic.
• Identify various means to protect against business risks.
• Identify various strategies for risk management.
• Identify ways that companies can expand their business.
• Define global trade and domestic trade.
• Define importing, exporting, free trade, and tariff.
• Identify the common exports and imports of the United States to other countries.
• Identify the benefits and risks of participating in global trade.
Pricing
• Identify the factors to be considered while setting a selling price.
• Define and identify variable costs.
• Define and identify fixed costs.
• Define minimum selling price and break-even point.
• Calculate break-even point.
• Calculate variable and fixed cost.
• Calculate total cost per unit.
• Calculate total cost per unit.
• Identify the external pricing factors that can help in setting selling price.
• Define cost-based markup.
• Calculate cost-based markup.
• Describe elastic and inelastic demand.
• Estimate selling price on the basis of elasticity of demand.
• Identify different types of pricing strategies.
• Explain the concept of price fixing.
• Explain the concept of Bait-and-switch advertising.
Distribution
• Define distribution and its importance to marketing
• Identify the various distribution channels used in marketing.
• Differentiate between direct and indirect channels of distribution.
• Identify strategies of a distribution program.
• Describe elements of a successful distribution program.
• Describe the role that wholesalers have in a distribution channel.
• Describe the benefits of using wholesale as a part of the channel of distribution.
• Identify the different types of retailers.
• Describe the role that retailers have in a distribution channel.
• Define logistics and how it relates to the distribution channel.
• Identify various ways goods are transported for distribution.
• Define inventory.
• Describe how inventory is used.
• Describe the processes for shipping, receiving, and tracking inventory.
Product
• Define Product.
• Describe how products are classified.
• Define product mix.
• Explain products role in the marketing mix.
• Explain what is involved in the product planning phase.
• Identify the steps involved in developing a product.
• Identify benefits that could be offered with a product.
• Define branding, labeling, and packaging
• Describe how branding, labeling, and packaging are used to convey product attributes.
• Define the different stages in a products life cycle.
• Identify ways to manage the product life cycle.
• Identify ways products can differentiate themselves from their competition.
• Conduct a SWOT analysis for a product.
• Describe ways to evaluate the success of a product.
• Identify the qualities of a successful product.
Promotion
• Define promotion and its role in the marketing mix.
• Define the various promotional methods used in marketing.
• Describe the steps involved in creating a promotional strategy.
• Describe the role of communication in promotion.
• Define the types of communication marketing uses most.
• Describe the various types and forms of advertising.
• Explain how public relations as a type of promotion is utilized in marketing.
• Evaluate the advantages and disadvantages of using advertisements.
• Explain how press releases are used in marketing.
• Describe the components of a press release.
• Explain how personal selling as a type of promotion is utilized in marketing.
• Evaluate the advantages and disadvantages of using personal selling.
• Explain how direct marketing as a type of promotion is utilized in marketing.
• Evaluate the advantages and disadvantages of using direct marketing.
• Explain how sales promotions as a type of promotion are utilized in marketing.
• Evaluate the advantages and disadvantages of using sales promotions.
• Explain how word of mouth as a type of promotion is utilized in marketing.
• Evaluate the advantages and disadvantages of using word of mouth.
• Describe the main factors people consider when encountering a promotional message.
• Identify the factors that are considered when creating a promotional strategy.
Advertising
• Describe the process of developing an advertisement plan.
• Describe the different types of advertisements.
• Evaluate the advantages and disadvantages of using the different advertising medias.
• Describe the different creative formats in advertising.
• Describe how the principles of psychology are used in marketing.
• Define what human behaviors are appealed to in advertising.
• Identify the various objectives that businesses hope to achieve with advertisements.
• Describe the various types of effective advertising strategies.
Advertisement Design
• Describe how color is used as an element in designing advertisements.
• Differentiate between the various colors and their uses in advertising.
• Explain the best uses of copy and text when designing advertisements.
• Describe the benefits of creating and using a logo in advertisements.
• Explain how to best use graphic elements in advertisements.
• Define layout in regards to advertisement design.
• Describe elements of a well-designed layout.
E-Marketing
• Describe the various types of online marketing.
• Explain the advantages and disadvantages of e-marketing.
• Describe Web marketing.
• Explain the benefits of Web marketing.
• Describe what e-mail marketing entails.
• Explain the benefits of e-mail marketing.
• Describe the different types of social media marketing.
• Differentiate between the different ways to utilize social media to advertise.
• Define e-commerce.
• Explain how e-commerce interacts with other e-marketing strategies.
• Describe what pay-per-click is.
• Explain how pay-per-click is used in e-marketing.
• Define search engine optimization.
• Describe how search engine optimization is used in e-marketing.
Customer Relations
• Identify the factors that contribute to customer expectations.
• Define brand promise.
• Explain the importance of brand promise to customer relations.
• Define warranty and guarantee.
• Describe how of warranties and guarantees contribute to customer satisfaction.
• Explain how products are certified and graded.
• Explain how standards and certifications contribute to customer satisfaction.
• Describe the governing agencies that provide protection to consumers.
• Explain how protection agencies contribute to customer satisfaction.
• Describe the role and importance of customer service.
• Define channel management.
• Describe how channel management is used and the ethical issues it can create.
Final Project
• Create a plan for a marketing project.
• Interview a potential client to determine their marketing needs.
• Research your final project.
• Plan your advertising strategy.
• Design your advertisement.
• Prepare your presentation.
• Utilize presentation software to create a professional presentation of your plan.
• Present your marketing proposal to a potential business.
• Reflect on your final project and revise as needed.
• Utilize feedback to reflect on the effectiveness of your proposal.