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Brand Positioning and Alignment
What you’ll learn to do: explain how marketers use brand positioning to align marketing activitie...
Brand Equity
What you’ll learn to do: define brand equity and its role in measuring brand strength When most ...
Elements of Brand
What you’ll learn to do: describe the elements of brand and how brands add value to an organizati...
Implementing Positioning Strategy
What you’ll learn to do: describe the process of implementing a positioning strategy With your n...
Repositioning
What you’ll learn to do: explain repositioning and the associated risks and complexities of repos...
Developing Positioning Statements
What you’ll learn to do: develop and evaluate positioning statements based on defined criteria A...
The Positioning Process
What you’ll learn to do: explain the process of selecting a positioning and differentiation strat...
Defining Positioning and Differentiation
What you’ll learn to do: define product positioning and differentiation, and explain why they are...
B2B Purchasing Decisions
What you’ll learn to do: explain the B2B buying process and factors influencing B2B purchasing de...
Factors Influencing Consumer Decisions
The consumer decision process helps you understand the steps people go through when they are deci...
Low-Involvement vs. High-Involvement Decisions
What you’ll learn to do: explain the different buying processes for low-involvement and high-invo...
Buying-Process Stages
What you’ll learn to do: describe the stages of the buying process Take a moment to think about ...
Using Marketing Information
What you’ll learn to do: use marketing information to inform the marketing strategy After you wo...
Customer Relationship Management (CRM) Systems
What you’ll learn to do: explain how customer relationship management (CRM) systems can help orga...
Marketing Data Sources
What you’ll learn to do: Identify major sources of available marketing data Marketing informatio...
Marketing Research Techniques
What you’ll learn to do: recognize alternative techniques for conducting marketing research, incl...
The Marketing Research Process
What you’ll learn to do: outline a standard process for using marketing information and research ...
Types of Marketing Information
What you’ll learn to do: describe key types of marketing information including internal data, com...
Importance of Marketing Information
What you’ll learn to do: explain the role of marketing information in helping organizations under...
Ethical Marketing Issues
Describe the types of ethical and social responsibility issues that marketing must address We wi...