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:: Marketing Courses

Marketing management is the process of developing strategies and planning for product or services, advertising, promotions, sales to reach desired customer segment.

Marketing management employs tools from economics and competitive strategy to analyze the industry context in which the firm operates. These include Porter's five forces, analysis of strategic groups of competitors, value chain analysis and others.[1]

In competitor analysis, marketers build detailed profiles of each competitor in the market, focusing on their relative competitive strengths and weaknesses using SWOT analysis. Marketing managers will examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments, and other factors.

Marketing management often conduct market research and marketing research to perform marketing analysis. Marketers employ a variety of techniques to conduct market research, but some of the more common include:

Qualitative marketing research, such as focus groups and various types of interviews
Quantitative marketing research, such as statistical surveys
Experimental techniques such as test markets
Observational techniques such as ethnographic (on-site) observation

Marketing managers may also design and oversee various environmental scanning and competitive intelligence processes to help identify trends and inform the company's marketing analysis.

A brand audit is a thorough examination of a brand's current position in an industry compared to its competitors and the examination of its effectiveness. When it comes to brand auditing, six questions should be carefully examined and assessed:

how well the business’ current brand strategy is working,
what the company's established resource strengths and weaknesses are,
what its external opportunities and threats are,
how competitive the business’ prices and costs are,
how strong the business’ competitive position in comparison to its competitors is, and
what strategic issues are facing the business.

When a business is conducting a brand audit, the goal is to uncover business’ resource strengths, deficiencies, best market opportunities, outside threats, future profitability, and its competitive standing in comparison to existing competitors. A brand audit establishes the strategic elements needed to improve brand position and competitive capabilities within the industry. Once a brand is audited, any business that ends up with a strong financial performance and market position is more likely than not to have a properly conceived and effectively executed brand strategy.

A brand audit examines whether a business’ share of the market is increasing, decreasing, or stable. It determines if the company's margin of profit is improving, decreasing, and how much it is in comparison to the profit margin of established competitors. Additionally, a brand audit investigates trends in a business’ net profits, the return on existing investments, and its established economic value. It determines whether or not the business’ entire financial strength and credit rating is improving or getting worse. This kind of audit also assesses a business’ image and reputation with its customers. Furthermore, a brand audit seeks to determine whether or not a business is perceived as an industry leader in technology, offering product or service innovations, along with exceptional customer service, among other relevant issues that customers use to decide on a brand of preference.

A brand audit usually focuses on a business’ strengths and resource capabilities because these are the elements that enhance its competitiveness. A business’ competitive strengths can exist in several forms. Some of these forms include skilled or pertinent expertise, valuable physical assets, valuable human assets, valuable organizational assets, valuable intangible assets, competitive capabilities, achievements and attributes that position the business into a competitive advantage, and alliances or cooperative ventures.

The basic concept of a brand audit is to determine whether a business’ resource strengths are competitive assets or competitive liabilities. This type of audit seeks to ensure that a business maintains a distinctive competence that allows it to build and reinforce its competitive advantage. What's more, a successful brand audit seeks to establish what a business capitalizes on best, its level of expertise, resource strengths, and strongest competitive capabilities, while aiming to identify a business’ position and future performance.

Two customer segments are often selected as targets because they score highly on two dimensions:

The segment is attractive to serve because it is large, growing, makes frequent purchases, is not price sensitive (i.e. is willing to pay high prices), or other factors; and
The company has the resources and capabilities to compete for the segment's business, can meet their needs better than the competition, and can do so profitably.

A commonly cited definition of marketing is simply "meeting needs profitably".

The implication of selecting target segments is that the business will subsequently allocate more resources to acquire and retain customers in the target segment(s) than it will for other, non-targeted customers. In some cases, the firm may go so far as to turn away customers who are not in its target segment.The doorman at a swanky nightclub, for example, may deny entry to unfashionably dressed individuals because the business has made a strategic decision to target the "high fashion" segment of nightclub patrons.

In conjunction with targeting decisions, marketing managers will identify the desired positioning they want the company, product, or brand to occupy in the target customer's mind. This positioning is often an encapsulation of a key benefit the company's product or service offers that is differentiated and superior to the benefits offered by competitive products.For example, Volvo has traditionally positioned its products in the automobile market in North America in order to be perceived as the leader in "safety", whereas BMW has traditionally positioned its brand to be perceived as the leader in "performance".

Ideally, a firm's positioning can be maintained over a long period of time because the company possesses, or can develop, some form of sustainable competitive advantage.The positioning should also be sufficiently relevant to the target segment such that it will drive the purchasing behavior of target customers. To sum up,the marketing branch of a company is to deal with the selling and popularity of its products among people and its customers, as the central and eventual goal of a company is customer satisfaction and the return of revenue.

Marketing management employs a variety of metrics to measure progress against objectives. It is the responsibility of marketing managers to ensure that the execution of marketing programs achieves the desired objectives and does so in a cost-efficient manner.

Marketing management therefore often makes use of various organizational control systems, such as sales forecasts, and sales force and reseller incentive programs, sales force management systems, and customer relationship management tools (CRM). Some software vendors have begun using the term marketing operations management or marketing resource management to describe systems that facilitate an integrated approach for controlling marketing resources. In some cases, these efforts may be linked to various supply chain management systems, such as enterprise resource planning (ERP), material requirements planning (MRP), efficient consumer response (ECR), and inventory management systems.

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Business Marketing

School: University of Phoenix

Program: The marketing major addresses how to identify customer needs, how to communicate information about products and services to customers and potential customers, where to market and how to price products and services, and how to respond to growing demands to markets in different countries and cultures.

:: Concentration: Business Schools

:: Campus

:: Location: Phoenix, AZ

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:: Location: Tucson, AZ
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:: Location: San Diego, CA
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:: Location: San Jose, CA
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:: Location: Aurora, CO
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:: Location: Colorado Springs, CO
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:: Location: Clearwater, FL
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:: Location: Jacksonville, FL
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:: Location: Orlando, FL
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:: Location: Plantation, FL
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:: Location: Tampa, FL
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:: Location: Hawaii, HI
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:: Location: Chicago, IL
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:: Location: Troy, MI
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:: Location: Santa Fe, NM
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:: Location: Cleveland, OH
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:: Location: Tigard, OR
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:: Location: Pittsburgh, PA
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:: Location: Puerto Rico, PR
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:: Location: Salt Lake City, UT
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:: Location: Seattle, WA
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:: Location: Brookfield, WI
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Master of Business Administration - Marketing

School: University of Phoenix

Program: The MBA/Marketing concentration addresses an in-depth review of product and market segmentation, how to identify customer needs, how to communicate information about products and services to customers and potential customers, where to market and how to price products and services, and how to respond to growing demands to markets in different countries and cultures. Advertising and global marketing with requisite legal and cultural issues will be brought to the fore, as well as core accounting principles to analyze the impact of marketing dollars.

:: Concentration: Business Schools

:: Campus

:: Location: Hawaii, HI

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:: Location: Peurto Rico, PR

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Bachelor of Science in Business/Marketing From University of Phoenix

School: University of Phoenix

Program: The goal of the Marketing major is to equip you with the necessary skills to successfully manage the marketing functions of an organization. This includes the development of creative, analytical, and leadership abilities.

:: Concentration: Business Schools

:: Online

:: Location: Online

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Business - Marketing

School: Pioneer Pacific College

Program: The Marketing and Sales major provides students with an understanding of the marketing process and its role in domestic and international business environments. Courses are design to develop student's abilities to plan, implement, and analyze marketing strategies and campaigns aimed at targeted buyer demographics. Study for positions in: Marketing Support Direct Sales.

:: Concentration: Business Schools

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:: Location: Portland, OR

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Merchandising Management - Bachelor's Degree From
The International Academy of Design and Technology
Chicago

School: International Academy of Design & Technology

Program: The Merchandising Management program offers students and working professionals the opportunity to compete in today's job market by combining theoretical elements with practical applications. Students graduating from this program will have skills such as assessing consumer buying trends, developing appropriate visual displays, and utilizing sales and business practices. Students are also given the opportunity to improve their understanding of and ability to make use of critical analysis and aesthetic principles.

:: Concentration: Business Schools

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:: Location: Chicago, IL

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Associate Degree in Marketing

School: Florida Metropolitan University

Program: A career in management or marketing offers exciting opportunities in a highly innovative professional environment. The potential for career advancement also involves the possibility of travel and continued training along with the personal satisfaction of performing a rewarding job that impacts an organization's bottom line. The Associate in Marketing program is designed to help students develop a sound understanding of fundamental management and marketing principles and gain competency in advertising, customer relations, international marketing, and business law. Graduates of the program are prepared to begin a career in management or marketing, or further their education in our bachelor's degree in management/marketing.

:: Concentration: Business Schools	:: Online
:: Location: Brandon, FL	:: more info
:: Location: Jacksonville, FL	:: more info
:: Location: Lakeland, FL	:: more info
:: Location: Melbourne, FL	:: more info
:: Location: North Orlando, FL	:: more info
:: Location: Orange Park, FL	:: more info
:: Location: Pinellas, FL	:: more info
:: Location: Pompano Beach, FL	:: more info
:: Location: South Orlando, FL	:: more info
:: Location: Tampa, FL	:: more info

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Bachelor Degree in Marketing

School: Florida Metropolitan University

Program: A career in management or marketing offers exciting opportunities in a highly innovative professional environment. The potential for career advancement also involves the possibility of travel and continued training along with the personal satisfaction of performing a rewarding job that impacts an organization's bottom line. The Bachelor of Science degree in Marketing offers additional studies in marketing including marketing research, promotional policies, strategies, public relations, and consumer behavior to marketing.

:: Concentration: Business Schools	:: Online
:: Location: Brandon, FL	:: more info
:: Location: Jacksonville, FL	:: more info
:: Location: Lakeland, FL	:: more info
:: Location: Melbourne, FL	:: more info
:: Location: North Orlando, FL	:: more info
:: Location: Orange Park, FL	:: more info
:: Location: Pinellas, FL	:: more info
:: Location: Pompano Beach, FL	:: more info
:: Location: South Orlando, FL	:: more info
:: Location: Tampa, FL	:: more info

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Bachelor - Marketing

School: Regis University

Program: This program includes general education, business, and marketing courses, and emphasizes a strategic managerial approach to integrated marketing. This program examines the foundations and functions of effective marketing and the marketing management process. The curriculum includes the most current trends, techniques, and practices of contemporary marketing in today's global society.

:: Concentration: Business Schools	:: Online
:: Location: Online	:: more info

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Associate in Business - Marketing

School: Baker College

Program: Marketing encompasses a wide range of positions, such as advertising, sales, retailing, wholesaling, warehousing, packaging, and distribution. This program prepares students for a variety of positions in sales, wholesale distribution, customer service, retailing, and buying.

:: Concentration: Business Schools	:: Online
:: Location: Online	:: more info

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Bachelor in Business - Marketing

School: Baker College

Program: Marketing offers a variety of career opportunities in retail sales, distribution, or advertising. Marketing majors may choose a business minor that will tailor their overall program to their particular career objectives.

:: Concentration: Business Schools	:: Online
:: Location: Online	:: more info

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MBA/Marketing

School: Baker College

Program: This program has been designed for people who work (or want to work) in marketing, advertising, or public relations. In addition to core MBA courses, students are exposed to practitioners, the constantly changing roles of various marketing functions within the company, and to a variety of topics and issues highly relevant to the changing workplace.

:: Concentration: Business Schools	:: Online
:: Location: Online	:: more info

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Associate - Marketing and Sales

School: Pittsburgh Technical Institute

Program: This program is designed for a competitive student who enjoys meeting new challenges and interacting with people. The curriculum focuses on the principles of marketing and selling, with courses available in advertising and marketing, consumer behavior, and more.

:: Concentration: Business Schools	:: Online
:: Location: Oakdale, PA	:: more info
:: Location: Pittsburgh, PA	:: more info

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Diploma - Marketing Management

School: Sullivan University System

Program: This program is designed to prepare students for exciting entry-level positions in marketing or customer service center positions and the education to progress to sales management. From sales techniques to marketing research, students are provided with the knowledge and skills to perform effectively in this most essential part of our national and international economic system.

:: Concentration: Business Schools

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:: Location: Louisville
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:: Location: Lexington
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:: Location: Fort Knox
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Associate - Management and Marketing

School: Southwest Florida College

Program: This program introduces the student to all of the business functions with emphasis on human resource management, leadership, business ethics, marketing and accounting. Upon successful completion of the program, graduates can pursue entry-level positions in general management, sales and promotion, marketing, human resources and retail operations.

:: Concentration: Business Schools	:: Online
:: Location: Tampa, FL	:: more info
:: Location: Ft. Myers, FL	:: more info

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21-Month Associate Degree - Business Administation - Marketing & Sales

School: YTI Career Institute

Program: This program is an intensive study of selling, advertising, and marketing combined with basic business courses. Graduates are prepared for entry-level positions in the areas of marketing, customer service, and sales.

:: Concentration: Business	:: Online
:: Location: York, PA	:: more info
:: Location: Lancaster, PA	:: more info

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Business Administration-Marketing - Bachelor's Degrees

School: Berkeley College

Program: In addition to providing a broad background in business administration, the Marketing program at Berkeley College explores new product introductions, advertising, consumer behavior, market research, marketing logistics, and promotion. Enhance your education with electives in such areas as direct marketing, public relations, and electronic marketing.

:: Concentration: Business Administration-Marketing	:: Online
:: Location: New York City, NY	:: more info
:: Location: White Planes, NY	:: more info
:: Location: Garret Mountain, NJ	:: more info
:: Location: Woodbridge, NJ	:: more info
:: Location: Paramus, NJ	:: more info

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Industry Description

Today, marketing is the glue that keeps an increasingly diversified business world together. No matter the industry, marketing in some form or another, is how your work or product is ultimately presented to the world.

But as consumers become more and more media savvy, it becomes difficult for companies to stay ahead of the marketing curve. Today, so many marketing strategies feel so “been there, done that.”

That is why companies are looking for employees who are at the forefront of marketing innovation; men and women who are well trained in what works and what doesn’t when going out with new products and ideas. Marketing courses give you the basics of course –fundamental ideas on selling that transcend trends– but also the innovations and new thinking that will give the outside perspective companies always crave.

But even companies that are not technically marketing outfits value a formal marketing education. No matter how a recruiter looks at it, marketing expertise will be an invaluable asset to any given company since so much today, in a media saturated age, is connected to getting your message across. Even communicating from one division of a company to another can use marketing know how!

But besides these resume-building credentials, a marketing degree also is your ticket to entering one of the busiest and most exciting aspects of business today. In this media age, companies often sink or swim by the effectiveness of their message and a marketing degree puts you in the middle of that crucial endeavor.

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