Marketing Plan sections 1-5 Look at Attachments

Section 2 – Market Research & Targeting (Module 2)

· Market Research

· Research Methods & Data Mining

· Market Research Process

· Consumer Behavior

· B2C vs. B2B

· Consumer Decision Making Process

· Factors Affecting B2C and B2B consumer behavior

· Market Segmentation

· Market Segmentation Concepts

· Segmentation Process

· Segmentation Strategies

· Target Marketing

Section 3 – Product & Price (Module 3 LASA 1)

· The Product

· Product Levels: Core, Actual, & Augmented (Packaging)

· Product Life Cycle

· BCG Model

· Services Marketing

· Price Determination & Pricing Strategies

· Supply & Demand

· Competition

· Objectives and Strategies

Section 4 – Place & Promotion (Module 4)

· Distribution Channels

· Length & Width

· Direct & Indirect

· Vertical & Horizontal Channel Conflict

· Promotion

· Communication Process & Tools

· Product Life Cycle

· Push vs. Pull

Section 5 – Promotion Mix/ Personal Selling & Global Markets (Module 5 LASA 2)

· Promotion Mix

· Advertising

· Personal Selling

· Sales Promotion

· Direct Marketing

· Public Relations

· Brand Management

· Branding Strategies

· Emotional Branding

· Brand Extension

· Global Markets

· Opportunities & Challenges

Executive Summary

· Marketing Implementation & Evaluation

· Careers in Marketing