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What you’ll learn to do: present a marketing plan This marketing course was designed with the idea that everything you learn along the way will prepare you for the grand finale: creating and presenting a marketing plan of your own. Now that you’re in the fina...

Positioning refers to the development of strategy that helps to influence how a particular market segment perceives a brand, good, or service in comparison to the competition. Positioning is all about defining a space in the mind of the customer — something th...

Continue Learning As an example of Classical Conditioning, explore the repeated pairing of Royale toilet paper and its imagery of fluffy white kittens. Describe how this learning theory is being used and how it may impact a consumer. Pick a well-known or p...

As we have seen, our memories are not perfect. They fail in part due to our inadequate encoding and storage, and in part due to our inability to accurately retrieve stored information. But memory is also influenced by the setting in which it occurs, by the eve...

The most exciting advertisement is worthless if it doesn’t make a reasonably lasting impact on the receiver. So, advertisers need to understand how our brains encode, or mentally program, the information we encounter that helps to determine how we will remembe...

In contrast to behavioural theories of learning, cognitive learning theory approaches stress the importance of internal mental processes. This perspective views people as problem solvers who actively use information from the world around them to master their e...

Learning refers to the relatively permanent change in knowledge or behaviour that is the result of experience. Although you might think of learning in terms of what you need to do before an upcoming exam, the knowledge that you take away from your classes, or ...

Associative learningAn aspect of behavioural learning theory involving the repetitive pairing of stimuli over time in order to form a strong connection (association) beween two items. Behavioural learning theoriesLearning theories that focus on how people res...

Continue Learning Read this “Hub Spot” article, “The Little Known Stories Behind 8 Iconic Packaging Designs,” and make note of how our sensory receptors are being appealed to through these designs. Read this “Explore Psychology” article, “Absolute Threshol...

Perception is how you interpret the world around you and make sense of it in your brain. You do so via stimuli that affect your different senses — sight, hearing, touch, smell, and taste. How you combine these senses also makes a difference. For example, in on...

Getting Started: Your Target Audience When you were developing your own marketing plan, consider how much time and thought you put into identifying and reaching your target audience. As you know, it’s a crucial step in the development of any successful market...

The topics of sensation and perception are among the oldest and most important in all of psychology. People are equipped with senses such as sight, hearing and taste that help us to take in the world around us. Amazingly, our senses have the ability to convert...

Absolute thresholdA term that refers to the smallest (minimal) level of a stimuli (e.g. sound; sight, taste) that can still be detected at least half of the time. AttentionFollowing "exposure" in the perceptual process, Attention describes the dedicated effor...

In September 2015, all of the United Nations Member States adopted a “shared blueprint for peace and prosperity for people and the planet, now and into the future” (UNESCO, n.d.). The 17 Sustainable Development Goals (SDGs) are “an urgent call for action by al...

Instructors may structure this assignment in a variety of ways: Individual presentations. Students prepare and deliver PowerPoint presentations for their own marketing plans. The instructor determines length of time and presentation format (in person vs. vi...

Having taken an entire course and developed your own marketing plan, you’re well on your way to being an expert student of marketing. Who knows? This could be the start of an exciting career path in business or non-profit organizations or maybe in the marketin...

Creating Alignment The marketing plan captures the outputs from the marketing planning process in one cohesive document. If the plan is done well, it puts a plan in place that aligns the marketing strategy, objectives, and tactics with the corporate mission. ...

Explain how the marketing plan is used by marketing and the overall organization In the first few modules of the course we discussed the importance of the marketing planning process to create alignment between marketing activities, company objectives, and the...

Introduction If you think about presenting a business plan in a classroom setting, the situation is admittedly a bit staged. You are not presenting business recommendations to coworkers who will evaluate them, critique them, and come together around a revis...