Intro to Business Analytics ▸

Coding for Analysis ▸
Syracuse University micro-credential*

Intro to Data Decision-Making Using AI ▸
Syracuse University micro-credential*

Information Systems for Analysis ▸
Syracuse University micro-credential*

Project Management ▸
Syracuse University micro-credential*

*A focused credential that demonstrates mastery in a specific skill.

Adriana Boveda

Instructor

Adriana Boveda

aboveda@golisanoinstitute.org

Marvin Deitz

Instructor

Dr. Marvin Deitz

mdeitz@golisanoinstitute.org

Marketing Mix

Explore the primary elements of marketing and gain an appreciation for the influence marketing has on consumer behavior and on business decision-making through examining current cases.  Students will also integrate theories and skills learned in this course with the concurrent Entrepreneurship II course through applying a preliminary marketing analysis for their Social Enterprise Venture project in that course.

Core Topics
  • The Opportunity
    • Understanding Ethical Behavior & Social Responsibility in Marketing
    • Developing Successful Organizational & Marketing Strategies: Elements of a Marketing Plan
    • Strategies for new product ideas and launch
  • The Offering
    • Developing & Managing New Products & Services
    • Lean Marketing Strategies and the Minimum Viable Product
  • The Market
    • Marketing Research: From Customer Insights to Actions
    • Understanding Consumer Behavior
  • The Customer
    • Market Segmentation, Targeting, and Positioning
    • Understanding Organizations as Customers
  • The Brand and Value Proposition
    • Integrated Marketing Communication & Multichannel Marketing
    • Understanding Ethical Behavior & Social Responsibility in Marketing
  • The Cost and Revenue
    • Pricing Products & Services
    • Pricing strategies and Models
  • The Channels
    • Marketing Channels & Supply Chains: Retailing & Wholesaling
    • Integrated Marketing Communication & Multichannel Marketing
    • Introduction to Sales & Sales Management
  • The Performance and Pivot
    • Creating Customer Relationships & Value through Marketing
    • Developing Successful Organizational & Marketing Strategies: Elements of a Marketing Plan
    • Reaching Global Consumers and Markets
    • Measuring performance and adjusting strategies with Key Performance Indicators
  • The Growth
    • Building a product portfolio
    • Targeting new customers

Learning Outcomes and Career Relevance

  • Discuss how Marketing is essential for the success of the firm and your personal success.
  • Explain Marketing and how it creates value for the firm, the consumer, and society as a whole.
  • Identify and describe essential marketing frameworks and terminology.
  • Describe and apply key marketing theories and tools to identify and solve marketing problems and generate new opportunities.
  • Locate and utilize external and internal information to develop and legitimize marketing strategies