Marketing

Learning objectives (CED)

• 2.1.AExplain why and how marketers collect customer data.
• 2.1.BUse market segmentation to identify target customers and develop a customer profile.
• 2.1.CDescribe the purpose of building customer relationships and develop a plan to build customer relationships.
• 2.1.DExplain how the collection and use of customer data may make customers vulnerable to privacy infringement, identity theft, and fraud and create risks for businesses.

Lessons

• Marketing to Customers

  How marketers collect customer data, segment markets, build customer profiles and relationships, and manage the privacy risks that come with data.

  25 min Reviewed

Learning objectives (CED)

• 2.2.AExplain why and how consumers make buying decisions.
• 2.2.BDescribe the impact of legal and technological factors on consumer purchasing patterns.
• 2.2.CEvaluate sales tactics that draw upon Cialdini’s principles of influence, and develop a sales tactic.

Lessons

Learning objectives (CED)

• 2.3.AExplain why businesses conduct market research.
• 2.3.BConduct and interpret secondary-source research to assess a market opportunity.
• 2.3.CConduct and interpret primary-source research to test a business hypothesis related to target customers and/or customer preferences.
• 2.3.D

Learning objectives (CED)

• 2.4.ADescribe the six typical stages of product development, and develop an MVP and value proposition.
• 2.4.BDevelop and evaluate branding for a business or product.
• 2.4.CExplain how businesses adapt their marketing strategies to address competitive challenges throughout the product life cycle.

Lessons

Learning objectives (CED)

• 2.5.ADevelop and evaluate a pricing strategy.
• 2.5.BEvaluate how market conditions affect a business’s pricing power.
• 2.5.CDescribe legal constraints that limit pricing power.

Lessons

Learning objectives (CED)

• 2.6.ADescribe the types of marketing channels available to businesses.
• 2.6.BSelect and evaluate potential marketing channels for a product.

Lessons

• Place and Marketing Channels

  Where and how customers access products: B2C vs. B2B, direct vs. indirect channels, and how businesses choose among them.

  15 min Reviewed

Learning objectives (CED)

• 2.7.ADevelop or evaluate a marketing campaign.
• 2.7.BExplain how digital marketing tools have changed business interactions with customers.

Lessons

• Promotion and Marketing Communications

  Marketing campaigns and the five tools of the promotional mix, and how digital marketing changed how businesses reach and learn about customers.

  20 min Reviewed