96318 - Marketing Fundamentals Applications
Course Overview
Definitions of marketing range from complex and confusing, to simple and inadequate. The American Marketing Association defines marketing as an "activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." On the other hand, revered startup marketer and consultant Regis McKenna defines marketing by saying, "Marketing is everything and everything is marketing." Neither definition is very satisfying. There is no good way to compress the study of marketing down to a single sound bite. Marketing is complex, multidisciplinary, and changes in scope and content almost daily, but that is what makes it challenging and interesting.
This course offers a broad overview of the fundamental concepts of marketing, including pricing & promotion, consumer behavior and market segmentation.
What You'll Learn
Topic 1: Marketing Strategy
Topic 2: The Marketing Environment
Topic 3: Global Marketing
Topic 4: Ethics and Social Responsibility
Topic 5: Marketing Research
Topic 6: Marketing Analytics
Topic 7: Consumer Behavior
Topic 8: Market Segmentation, Targeting, and Positioning
Topic 9: Product Strategy and Branding
Topic 10: Services Marketing
Topic 11: Pricing Strategy
Topic 12: Promotion Strategy
Topic 13: Social Media Marketing
Topic 14: Personal Selling and Sales Management
Topic 15: Distribution Strategy
Topic 16: Startup Marketing: Finding and Testing New Business Ideas
Topic 17: Startup Marketing: Launching the New Business
Who Should Attend
- Managers
- Support Staff
- Executives
- Line Managers
- Supervisors
- Recent Graduates
- Business Students
- CEU Seekers
- Career Pivoter
- Resume Builders
Additional Information
Students must complete all sections to earn the Digital Badge of Completion.
This course is offered through Anderson School of Management.
UNM Staff, Faculty and Retirees can use their Tuition Remission benefit on professional development programs.