The following course in Market Research is provided in its entirety by Atlantic International University’s “Open Access Initiative” which strives to make knowledge and education readily available to those seeking advancement regardless of their socio-economic situation, location or other previously limiting factors. The University’s Open Courses are free and do not require any purchase or registration, they are open to the public.

The course in Marketing contains the following:

• Lessons in video format with explaination of theoratical content.
• Complementary activities that will make research more about the topic , as well as put into practice what you studied in the lesson. These activities are not part of their final evaluation.
• Texts supporting explained in the video.
• Evaluation questionnaire, that will grant access to the next lesson after approval.
• Final exam for overall evaluation of the course.

The Administrative Staff may be part of a degree program paying up to three college credits. The lessons of the course can be taken on line Through distance learning. The content and access are open to the public according to the “Open Access” and ” Open Access ” Atlantic International University initiative. Participants who wish to receive credit and / or term certificate , must register as students.

Lesson 1: MARKETING

Marketing is defined as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Kotler and Armstrong also defined marketing as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. In this case marketing can be considered as “an organizational effort to create and retain profitable customers through positive relationship building between the organisation and its internal as well as external customers in a socially responsible manner“. In order to create and retain profitable customers, the marketing concept has become the way of thinking with the customer located at the centre of the business. Over the years the concept of market has evolved from one concept to the other.

Lesson 2: MARKETING OPTIMIZATION

“Optimization” is a term frequently cited by marketers, academics, consultants and software vendors. In the context of marketing analytics, just what do they mean by “optimization”? Having been hands-on practitioners in all of the major approaches to “marketing optimization”, ETS Marketing Science introduces a framework for selecting the approach that is right for you.Broadly speaking, we can define “optimization” as “the act of rendering the most favorable or desirable outcome”. We can further define “marketing optimization” as “the marketing process for maximizing a specified business outcome”. However, the various practitioners of marketing analytics impart a great deal of confusion by differing, not only in the process for conducting marketing optimization, but in the outcome as well.

Lesson 3:MARKETING SEGMENTATION

The market can be subdivided by geographic, demographic, psychological, psychographic or behavioral variables. The advantages and disadvantages of each of these types of segmentation variables are discussed in detail in this lesson. Kotler 
(1984) has identified four requirements that a marketer can use in evaluating the desirability of potential market segments, namely measurability, accessibility, substantiality and action ability. Once a segment has been identified which meets these requirements, it is possible to develop a product or service which meets the unfulfilled needs of this segment. A marketing mix can then be devised to reach the segment identified economically and efficiently. A strategy of market segmentation attempts to regain some of the benefits of the closer association with customers which was the strength of traditional business operations.

Lesson 4: MARKETING MIX

According to Philip Kotler “Marketing Mix is the set of controllable variables that the firm can use to influence the buyer’s response”. The controllable variables in this context refer to the 7 ‘P’s [product, price, place (distribution) and promotion]. Each firm strives to build up such a composition of 7‘P’s, which can create highest level of consumer satisfaction and at the same time meet its organizational objectives. Thus, this mix is assembled keeping in mind the needs of target customers, and it varies from one organization to another depending upon its available resources and marketing objectives. Let us now have a brief idea about the seven components of marketing mix.

Lesson 5: INFORMATION SYSTEMS & KNOWLEDGE MANAGEMENT

Relevance is the characteristics of data reflecting how pertinent these particular facts are to the situation at hand. Put another way, the facts are logically connected to the situation. Unfortunately, irrelevant data and information often creep into decision making. One particularly useful way to distinguish relevance from irrelevance is to think about how things change. Relevant data are facts about things that can be changed, and if they are changed, it will materially alter the situation.

Lesson 6: DEVELOPING A COMPELLING BRAND POSITIONING

Positioning defined: Most authors define positioning as the perception that a target market has of a brand relative to its competitors. This definition raises two points. First, positioning is perceptual. In other words, positioning is not factual; instead it pertains to influencing customer perceptions of your product.Second, companies cannot position brands in isolation; they must be positioned relative to one or more competitors. By nature, human beings learn by making comparisons. When we learn new information, one way we remember and use that information is by mentally comparing it to existing information. Therefore, it’s only natural for people to develop perceptions of one brand that are relative to other brands. When we say what our brand is, whether we like it or not, we also imply what our competitor is not. When we say what our brand is not, we imply what our competitor is

Lesson 7: ADVERTISING STRATEGY

The essence of an integrated marketing communications program is designing a message that effectively reaches the target audience. Many of these messages are, in a very real sense, quite personal. They are designed to change or shape attitudes. They must be remembered. They should lead to some kind of short- or long term action.

Marketing messages travel in two ways. First, a personal message can be delivered through a personal medium. A sales rep closing the deal, shaking the hand of the buyer,
giving a reassuring tap on the shoulder, and smiling while talking is delivering a message in an intimate, warm, human fashion. Clearly, personal media (sales reps, repair department personnel, customer services representatives, etc.) must be included in the overall IMC program and approach.

Lesson 8: MANAGEMENT CONTROL SYSTEM

The aim of this lesson is to introduce the background literature on management control systems in organizations. The concept of management control and the need for control systems in organizations. This lesson will conduct a historical revision of the different trends in the literature on control systems in organizations, in accordance with their common characteristics. As will be seen, the management control concept has evolved with time and with the transformation of the environment and the circumstances in which companies have operated. The earliest studies conducted on control systems saw them as cybernetic and formal systems, focused on the use of financial and accounting information systems, fundamentally through cost accounting and budgets

 Lesson 9: PRODUCT & PRICING STRATEGIES

This lesson deals with the first two components of a marketing mix: product strategy and pricing strategy. Marketers broadly define a product as a bundle of physical, service, and symbolic attributes designed to satisfy consumer wants. Therefore, product strategy involves considerably more than producing a physical good or service. It is a total product concept that includes decisions about package design, brand name, trademarks, warranties, guarantees, product image, and new-product development.

The second element of the marketing mix is pricing strategy. Price is the exchange value of a good or service. An item is worth only what someone else is willing to pay for it. In a primitive society, the exchange value may be determined by trading a good for some other commodity. A horse may be worth ten coins; twelve apples may be worth two loaves of bread. More advanced societies use money for exchange. But in either case, the price of a good or service is its exchange value.

Lesson 10: GLOBAL MARKETING IN THE 21ST CENTURY

The Global Economy – World trade has grown sixteenfold since 1950, far outstripping the growth in GDP. GATT and WTO have helped to reduce tariffs from 40 percent in 1947 to an estimated 4 percent in 2000. As the WTO replaced GATT in 1996, the major challenge was to assure compliance and to assert the authority of the WTO over powerful regional trade agreements like the European Union (EU), the North American Free Trade Agreement (NAFTA), the Common Market of the South (MERCOSUR), and the Asian-Pacific Economic Cooperation (APEC). There are over eighty regional agreements between countries granting preferential access to each other’s markets. Thus understanding the economics of trade is critical to understanding that the need for free trade flows from country to country.

We understand how busy adults do not have time to go back to school. Now, it’s possible to earn your degree in the comfort of your own home and still have time for yourself and your family. The Admissions office is here to help you, for additional information or to see if you qualify for admissions please contact us. If you are ready to apply please submit your Online Application and paste your resume and any additional comments/questions in the area provided. (Online Application) (Request Info)

Atlantic International University
800-993-0066 (Gratis en EUA)
808-924-9567 (Internacional)

he following course in Global Marketing is provided in its entirety by Atlantic International University’s “Open Access Initiative” which strives to make knowledge and education readily available to those seeking advancement regardless of their socio-economic situation, location or other previously limiting factors. The University’s Open Courses are free and do not require any purchase or registration, they are open to the public.

The course in Global Marketing contains the following:

• Lessons in video format with explaination of theoratical content.
• Complementary activities that will make research more about the topic , as well as put into practice what you studied in the lesson. These activities are not part of their final evaluation.
• Texts supporting explained in the video.
• Evaluation questionnaire, that will grant access to the next lesson after approval.
• Final exam for overall evaluation of the course.

The Administrative Staff may be part of a degree program paying up to three college credits. The lessons of the course can be taken on line Through distance learning. The content and access are open to the public according to the “Open Access” and ” Open Access ” Atlantic International University initiative. Participants who wish to receive credit and / or term certificate , must register as students.

Lesson 1: Worldwide competition

One of the product categories in which global competition has been easy to track in U.S.is automotive sales. The increasing intensity of competition in global markets is a challenge facing companies at all stages of involvement in international markets. As markets open up, and become more integrated, the pace of change accelerates, technology shrinks distances between markets and reduces the scale advantages of large firms, new sources of competition emerge, and competitive pressures mount at all levels of the organization. Also, the threat of competition from companies in countries such as India, China, Malaysia, and Brazil is on the rise, as their own domestic markets are opening up to foreign competition, stimulating greater awareness of international market opportunities and of the need to be internationally competitive. Companies which previously focused on protected domestic markets are entering into markets in other countries, creating new sources of competition, often targeted to price-sensitive market segments. Not only is competition intensifying for all firms regardless of their degree of global market involvement, but the basis for competition is changing. Competition continues to be market-based and ultimately relies on delivering superior value to consumers

Lesson 2: Advertising

Advertising or advertising in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. This type of work belongs to a category called affective labor.In Latin, ad vertere means “to turn toward.” The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various old media; including mass media such as newspaper, magazines, television advertisement, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages.

Lesson 3: Advertising theory

The marketing mix has been a key concept to advertising, it was proposed by professor E. Jerome McCarthy in the 1960s. The marketing mix consists of four basic elements called the four P’s. Product is the first P representing the actual product. Price represents the process of determining the value of a product. Place represents the variables of getting the product to the consumer such as distribution channels, market coverage and movement organization. The last P stands for Promotion which is the process of reaching the target market and convincing them to buy the product.

Lesson 4: Advertising Research and Marketing

There are two types of research, customized and syndicated. Customized research is conducted for a specific client to address that client’s needs. Only that client has access to the results of the research. Syndicated research is a single research study conducted by a research company with its results available, for sale, to multiple companies. Pre-market research can be conducted to optimize advertisements for any medium: radio, television, print (magazine, newspaper or direct mail), outdoor billboard (highway, bus, or train), or Internet. Different methods would be applied to gather the necessary data appropriately.

Lesson 5: Customer orientation

A firm in the market economy survives by producing goods that persons are willing and able to buy. Consequently, ascertaining consumer demand is vital for a firm’s future viability and even existence as a going concern. Many companies today have a customer focus (or market orientation). This implies that the company focuses its activities and products on consumer demands. Generally, there are three ways of doing this: the customer-driven approach, the market change identification approach and the product innovation approach.

Lesson 6: Marketing research 

Marketing research is “the process or set of processes that links the consumers, customers, and end users to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.”

Lesson 7: Nation branding and Visual marketing

Nation branding aims to measure build and manage the reputation of countries (closely related to place branding). Some approaches applied, such as an increasing importance on the symbolic value of products, have led countries to emphasise their distinctive characteristics. The branding and image of a nation-state “and the successful transference of this image to its exports – is just as important as what they actually produce and sell.” This is also referred to as country-of-origin effect. Nation branding is still a developing field in which scholars continue their search for a unified theoretical framework. Many governments have resource dedicated to Nation Branding. Their aim is to improve their country’s standing, as the image and reputation of a nation can dramatically influence its success in attracting tourism receipts and investment capital; in exports; in attracting a talented and creative workforce and in its cultural and political influence in the world.

Lesson 8: New product development

In business and engineering, new product development (NPD) is the complete process of bringing a new product to market. A product is a set of benefits offered for exchange and can be tangible (that is, something physical you can touch) or intangible (like a service, experience, or belief). There are two parallel paths involved in the NPD process: one involves the idea generation, product design and detail engineering; the other involves market research and marketing analysis. Companies typically see new product development as the first stage in generating and commercializing new product within the overall strategic process of product life cycle management used to maintain or grow their market share

.

Lesson 9: NPD strategies #1

Design for Six Sigma (DFSS) is a separate and emerging business-process management methodology related to traditional Six Sigma. While the tools and order used in Six Sigma require a process to be in place and functioning, DFSS has the objective of determining the needs of customers and the business, and driving those needs into the product solution so created. DFSS is relevant to the complex system/product synthesis phase, especially in the context of unprecedented system development. It is process generation in contrast with process improvement.There are different options for the implementation of DFSS. Unlike Six Sigma, which is commonly driven via DMAIC (Define – Measure – Analyze – Improve – Control) projects, DFSS has spawned a number of stepwise processes, all in the style of the DMAIC procedure. Another option is, however, to integrate the DFSS approach into the Product Development Process.

Lesson 10: NPD strategies #2 and User-centered design

A Phase–gate model, also referred to as a phase–gate process, is a project management technique in which an initiative or project (e.g., new product development, process improvement, business change) is divided into stages or phases, separated by gates. At each gate, the continuation of the process is decided by (typically) a manager or a steering committee. The decision is based on the information available at the time, including the business case, risk analysis, and availability of necessary resources (e.g., money, people with correct competencies). The Phase–gate model may also be known as stage-limited commitment or creeping commitment.

We understand how busy adults do not have time to go back to school. Now, it’s possible to earn your degree in the comfort of your own home and still have time for yourself and your family. The Admissions office is here to help you, for additional information or to see if you qualify for admissions please contact us. If you are ready to apply please submit your Online Application and paste your resume and any additional comments/questions in the area provided. (Online Application) (Request Info)

Atlantic International University
800-993-0066 (Gratis en EUA)
808-924-9567 (Internacional)