Y1 - Marketing I

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1. Chapter 1 - Marketing: Creating Customer Value and Engagement
2. What Is Marketing?
3. Understanding the Marketplace and Customers
4. Designing a Customer Value-Driven Marketing Strategy and Plan
5. Managing Customer Relationships and Capturing Customer Value
6. The Changing Marketing Landscape
7. Chapter 2 - Company and Marketing Strategy
8. Company-Wide Strategic Planning
9. Designing the Business Portfolio
10. Developing Strategies for Growth and Downsizing
11. Planning Marketing and Partner Relationships
12. Marketing Strategy and the Marketing Mix
13. Managing the Marketing Effort and Return on Investment
14. Chapter 3 - Analyzing the Marketing Environment
15. Microenvironment and Macroenvironment
16. Demographic and Economic Environments
17. Natural and Technological Environments
18. Political-Social and Cultural Environments
19. Responding to the Marketing Environment
20. Chapter 4 - Managing Marketing Information to Gain Customer Insights
21. Marketing Information and Customer Insights
22. Assessing and Developing Marketing Information
23. The Marketing Research Process
24. Collecting Primary Data
25. Analyzing and Using Marketing Information
26. Other Research Considerations
27. Chapter 5 - Consumer Markets and Buyer Behavior
28. Understanding Consumer Buying Behavior
29. Characteristics Affecting Consumer Behavior
30. Buying Decision Behavior

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