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Marketing is a core business process that helps companies develop strong relationships with consumers. Understanding its function will help you better understand the relationship that companies need to build with their customers, how they do it, and the impact these activities can have on a company's bottom line. In this course, you'll learn about marketing as a key business process, its link to overall corporate strategy, and how online and social media marketing is changing the face of marketing by bringing companies and customers closer together. The importance of marketing planning is also discussed including careful consideration of key concepts such as segmentation, targeting and positioning. Finally, you'll learn about the traditional and modern marketing mixes.

Learning Objectives
  • Match business styles to the underlying principles that guide decision making
  • Identify the key objectives of the marketing function in organizations
  • Identify the key characteristics of online marketing
  • Recognize descriptions of market segmentation and targeting
  • Match positioning strategies to their descriptions
  • Identify elements of the marketing mix
  • Identify elements of the modern marketing mix
  • Recognize characteristics of modern marketing
  • Audience

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