Course Overview

Day 1 – Introduction to Marketing

v  Marketing is All Around Us

·What is Marketing?

·Why study Marketing?

·Marketing’s impact on our daily lives

v  Basic Marketing Concepts

·The Marketing Concept – Satisfying Your Customers’ Needs/Wants

·Market Segmentation

·Target Marketing

·The 4 Ps of Marketing (Product, Price, Place, Promotion) 

·Segmentation in the car industry – online activity.

Day 2 – Marketing Research and Planning

v  The Marketing Plan

·Seven parts of a marketing plan.

·SWOT

Project – Create marketing plans for Bulldog sweatshirts, H₂O tourney, sheds.

Homework – Due Oct. 6, analyze television commercials.

v  Marketing research 

·Research is essential for all 4 Ps

·Conducting marketing research

·Analyzing marketing research – do you always act on results?

Day 3 – Product Development (4 Ps of Marketing)

v  Product Planning

·Product design

·Product positioning

·Product life cycle

·Branding, packaging, labeling

·Extended product features – warranties

Article – Apple’s chief designer 

Day 4 - Retail Marketing

v  Visual Merchandising, Display and Store Design

·What is visual merchandising

·Store fronts, store layouts, store interiors, and interior displays

·Manipulating artistic elements in displays

Projects – Window display (Holiday Season) and Store Layout analysis 

v  Math for Retail Sales

·Cash register operations

·Types of sales transactions

·Reducing credit card fraud

v  Selling

·What is selling?

·Knowing your product and your customer

·Steps of a Sale

·Approaching your customer

·Getting to know your customer

·Handling customer questions and objections

·Closing the sale and following up

Day 5 – Promotion (4 Ps of Marketing Continued)

v  Promotion

·Advertising

·Publicity

·Media types

·Emerging media/Internet advertising – slicing and dicing customer base

Project – Super Bowl ad analysis

Day 6 – Placement and Price (4 Ps of Marketing Continued)

v  Placement

·Channels of distribution

·Physical distribution

·Effects of e-commerce on distribution

·Purchasing

·Stock handling and inventory control – JIT, Amazon.com, same day delivery

·Purchasing & distribution math

v  Pricing

·Price planning, strategies, and math

Day 7 – Careers in Marketing

Course Outline