mkt711 | Graduate

Marketing And Managing The Customer Relationship

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This course evaluates how organizations manage relationships with their customers and apply research-based marketing information to the development and marketing of products and services tailored to target customers. Topics include market segmentation, target marketing, delivering superior value, relationship marketing, ethics, and marketing strategy. Competency A: Analyze historical and contemporary theories and models of relationship marketing. Competency B: Analyze market research strategies. Competency C: Develop strategic marketing plans. Competency D: Examine the influence of relationship marketing on quality, price, satisfaction, and perceived value. Competency E: Determine strategies to address social and ethical challenges associated with marketing.

This graduate-level course is 8 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: 8

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    Historical Views of Marketing

    • Competency A: Analyze historical and contemporary theories and models of relationship marketing. [Wk 1]
    • Competency B: Analyze market research strategies. [Wk 1]
    • Competency C: Develop strategic marketing plans. [Wk 1]
    • Competency D: Examine the influence of relationship marketing on quality, price, satisfaction, and perceived value. [Wk 1]
    • Competency E: Determine strategies to address social and ethical challenges associated with marketing. [Wk 1]

    Contemporary Views of Marketing

    • Competency A: Analyze historical and contemporary theories and models of relationship marketing. [Wk 2]
    • Competency B: Analyze market research strategies. [Wk 2]
    • Competency C: Develop strategic marketing plans. [Wk 2]
    • Competency D: Examine the influence of relationship marketing on quality, price, satisfaction, and perceived value. [Wk 2]
    • Competency E: Determine strategies to address social and ethical challenges associated with marketing. [Wk 2]

    SWOT and Competitor Analysis

    • Competency A: Analyze historical and contemporary theories and models of relationship marketing. [Wk 3]
    • Competency B: Analyze market research strategies. [Wk 3]
    • Competency C: Develop strategic marketing plans. [Wk 3]
    • Competency D: Examine the influence of relationship marketing on quality, price, satisfaction, and perceived value. [Wk 3]
    • Competency E: Determine strategies to address social and ethical challenges associated with marketing. [Wk 3]

    Primary and Secondary Research

    • Competency A: Analyze historical and contemporary theories and models of relationship marketing. [Wk 4]
    • Competency B: Analyze market research strategies. [Wk 4]
    • Competency C: Develop strategic marketing plans. [Wk 4]
    • Competency D: Examine the influence of relationship marketing on quality, price, satisfaction, and perceived value. [Wk 4]
    • Competency E: Determine strategies to address social and ethical challenges associated with marketing. [Wk 4]

    Market Segmentation and Target Market

    • Competency A: Analyze historical and contemporary theories and models of relationship marketing. [Wk 5]
    • Competency B: Analyze market research strategies. [Wk 5]
    • Competency C: Develop strategic marketing plans. [Wk 5]
    • Competency D: Examine the influence of relationship marketing on quality, price, satisfaction, and perceived value. [Wk 5]
    • Competency E: Determine strategies to address social and ethical challenges associated with marketing. [Wk 5]

    The Marketing Mix (the Four Ps)

    • Competency A: Analyze historical and contemporary theories and models of relationship marketing. [Wk 6]
    • Competency B: Analyze market research strategies. [Wk 6]
    • Competency C: Develop strategic marketing plans. [Wk 6]
    • Competency D: Examine the influence of relationship marketing on quality, price, satisfaction, and perceived value. [Wk 6]
    • Competency E: Determine strategies to address social and ethical challenges associated with marketing. [Wk 6]

    Reflection and Refinement

    • Competency A: Analyze historical and contemporary theories and models of relationship marketing. [Wk 7]
    • Competency B: Analyze market research strategies. [Wk 7]
    • Competency C: Develop strategic marketing plans. [Wk 7]
    • Competency D: Examine the influence of relationship marketing on quality, price, satisfaction, and perceived value. [Wk 7]
    • Competency E: Determine strategies to address social and ethical challenges associated with marketing. [Wk 7]

    The Final Marketing Plan

    • Competency A: Analyze historical and contemporary theories and models of relationship marketing. [Wk 8]
    • Competency B: Analyze market research strategies. [Wk 8]
    • Competency C: Develop strategic marketing plans. [Wk 8]
    • Competency D: Examine the influence of relationship marketing on quality, price, satisfaction, and perceived value. [Wk 8]
    • Competency E: Determine strategies to address social and ethical challenges associated with marketing. [Wk 8]
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