mkt421 | undergraduate

Marketing

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This course develops an understanding of the complexities public and private organizations face in developing, establishing, and implementing marketing strategies in both domestic and international markets. Areas of study include: basic marketing concepts, marketing research, consumer behavior, branding, products/services, pricing, distribution channels, promotions, ethical marketing practices, global and multicultural marketing, and the technologies used throughout the marketing process.

This undergraduate-level course is 5 weeks This course is available to take individually or To enroll, speak with an Enrollment Representative.

Course details:

Credits: 3
Continuing education units: XX
Professional development units: XX
Duration: 5 weeks

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    Marketing Research, Marketing Planning and Segmentation and Positioning

    • Examine the elements of a comprehensive marketing plan.
    • Compare various marketing research methods and technologies and their strengths and weaknesses.
    • Analyze the strengths, weaknesses, opportunities, threats and trends (SWOTT) faced by an organization.
    • Establish a clearly defined target market and differentiation and positioning strategy.

    Branding, Products/Services and Pricing Strategies

    • Analyze the steps to take a new product or service from concept to commercialization.
    • Analyze how strong brands bring value to an organization and its customers.
    • Explain how marketing objectives change throughout the product life cycle.
    • Evaluate various pricing strategies for setting the price of a product or service.

    Marketing Distribution and Integrated Marketing Communications Strategies

    • Examine how channels of distribution efficiently deliver a product into the hands of the consumer.
    • Compare brick-and-mortar vs. online retail strategies.
    • Compare the advantages and disadvantages of the following promotional methods: mass marketing, direct marketing, personal selling, public relations, and digital marketing.
    • Evaluate the potential for new digital marketing techniques.

    Entrepreneurial Marketing, Multi-Cultural and International Marketing, and Marketing Trends

    • Explore the best marketing tools to use in a small business setting.
    • Contrast cultural, economic, political and legal differences between domestic and global markets.
    • Apply cultural knowledge in formulating marketing strategies directed to a multicultural population.
    • Identify marketing trends.

    Understanding Marketing Concepts and Consumer Behavior

    • Identify basic marketing concepts.
    • Explain how marketing decisions are influenced by internal and external forces.
    • Evaluate ways to build long-term customer relationships.
    • Explore ways to build a personal brand for expanded professional opportunities.
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    While widely available, not all programs are available in all locations or in both online and on-campus formats. Please check with a University Enrollment Representative.

    Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.