This course prepares students to apply marketing concepts to create and sustain customer value. Students learn to solve marketing problems in a collaborative environment. Topics include market research, customer relationships, branding, market segmentation, product development, pricing, channels, communications, and public relations.
This graduate course is 6 weeks.
This course has a prerequisite. Please see details in the Prerequisite section below.
Attendance and participation are mandatory in all university courses, and specific requirements may differ by course. If attendance requirements are not met, a student may be removed from the course. Please review the Course Attendance Policy in the Catalog for more information.
- Apply environmental analysis information to marketing decisions.
- Describe an informational goal to be addressed by manipulation of primary and/or secondary research.
- Determine marketing objectives, strategies, and tactics.
- Formulate internal and external messaging that demonstrates an understanding of the implementation of marketing strategy and tactics.
- Contrast consumer and organizational buying behaviors.
- Evaluate the consumer decision process to determine how consumer problems are identified, evaluated, and the products/services are selected.
- Analyze post purchase processes, consumer satisfaction, and metrics to evaluate customer loyalty.
- Evaluate business to business buying behavior.
- Explain organizational behaviors taking into account business to business and business to consumer buying behaviors.
- Illustrate the steps involved in a new product development.
- Discuss the stages of a product’s life cycle.
- Formulate a product mix strategy for a product including width, length, depth, and consistency.
- Demonstrate the effect of the various factors that influence a change in product mix.
- Contrast pricing strategies and tactics and when each should or could be used.
- Differentiate pricing strategy setting from price getting.
- Determine distribution strategies for consumer and organizational or industrial goods and services.
- Distinguish between the dimensions of channel power.
- Select effective marketing communications channels to successfully reach a target audience.
- Differentiate between traditional and new media options in relation to branding strategies.
- Determine branding strategies used for marketing purposes.
- Recommend strategies for earning and measuring customer loyalty.
- Define core marketing performance metrics in relation to the marketing plan.
- Create processes to monitor and control marketing performance.
- Assess legal and ethical considerations that arise in relation to the marketing plan.
This graduate level course requires proof of completion of a Bachelor's degree. Be prepared to provide documentation during the checkout process.
During the checkout process you will be prompted to provide proof of the requirement(s). If you completed the prerequisite at another institution be prepared to upload an official/unofficial transcript. If you have questions about meeting the prerequisite requirements for this course please contact an enrollment representative at 866-345-1800.
The University of Phoenix reserves the right to modify courses.
While widely available, not all programs are available in all locations or in both online and on-campus formats. Please check with an 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.
If you have a question contact us at 866-345-1800.