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Determining IMC Objectives and Approach
What you’ll learn to do: explain factors to consider when selecting marketing communication metho...
Defining the Message
What you’ll learn to do: discuss how to develop effective messaging for marketing communications ...
Integrated Marketing Communication (IMC) Definition
What you’ll learn to do: explain integrated marketing communication (IMC) and its connection to t...
Integrated Supply Chain Management and the Distribution Strategy
Earlier in this module we discussed the definition of supply chain and the difference between the...
Retailers As Channels of Distribution
What you’ll learn to do: describe types of retailers and explain how they are used as a channel o...
Managing Distribution Channels
What you’ll learn to do: explain how channels affect the marketing of products and services By M...
Using Channels of Distribution
What you’ll learn to do: explain what channels of distribution are and why organizations use them...
Competitive Bidding
What you’ll learn to do: explain the use of competitive bidding for B2B pricing Generally in bus...
Price Elasticity
What you’ll learn to do: explain price elasticity and its impact on price Now that you understan...
Common Pricing Strategies
What you’ll learn to do: compare common pricing strategies Thus far we have discussed many prici...
Pricing Considerations
What you’ll learn to do: explain the primary factors to consider in pricing Now that we’ve con...
Pricing Impact on Value of Products or Services
What you’ll learn to do: discuss how price affects the value of an organization’s products or ser...
Challenges for New Products
What you’ll learn to do: identify the challenges associated with marketing a new product successf...
New Product Development Process
What you’ll learn to do: describe the new-product development process We have considered the rol...
Product Portfolio Management
What you’ll learn to do: explain product portfolio management and how it relates to the organizat...
Product Life Cycle
What you’ll learn to do: discuss the product life cycle and its implications for marketing We ju...
Products and Marketing Mix
What you’ll learn to do: explain what a product is and the importance of products in the marketin...
Brand Development Strategies
What you’ll learn to do: explain key strategies for developing brands including brand ownership, ...
Packaging
What you’ll learn to do: discuss the role of packaging in the brand-building process Imagine you...
Name Selection
What you’ll learn to do: explain the importance of name selection in the success of a brand How ...