BUS 5700 - Marketing

• Describe the major components of the marketing planning process  
• Analyze status and concerns of stakeholders  
• Design a marketing plan that includes market segmentation, target markets and marketing mix 
• Use critical components involved in connecting with the customer to construct a customer relationship management plan  
• Select the best communication strategy based on the desired message and with awareness of diverse needs of stakeholders    
• Select an appropriate communication channel, tool or technology for a given message  
• Evaluate the marketing plans of different organizations

• None

• What is marketing and how has it evolved?
• Identifying your stakeholder customers and understanding their voice
  • Stakeholder interviewing (how to uncover customer insights?)
  • Developing relationship management plans to gain additional understanding
• Importance of analysis in developing marketing strategy
  • (Situational analyses PESTEL, SWOT)
  • Synthesizing your analysis to key marketing implications
• Target and target segmentation
• Positioning
• Branding/brand equity
• Developing marketing objectives and strategies
  • What’s the difference between objective, strategies, and tactics
  •  Identifying what you want your customers to KNOW, THINK, FEEL, DO
• Developing marketing strategies
  • Product
  • Communication
  • Partnership
• Developing tactics for your defined strategies
  • Digital and social marketing trends
  • Developing a social media and content strategy
• Evaluating marketing plans
• Measuring for effectiveness