Marketing, Social sciences 

This 4th Edition is an exploratory and introductory course which leads you to Principles of Marketing Certificate Level I. In this edition, units have been revised to make each subject matter more interesting and easier to understand by the students. This course, regardless of your industry background, will teach you core concepts and tools to help you better understand and excel in marketing. It covers 21 units under six sections.

Section 1. Covers the marketing principles and strategies focusing on marketing and its traditional approaches, goals of marketing and contemporary approaches to marketing.
Section 2. Focuses on customer relationships that are key to understanding consumer motivation. Without assessing customer relations, it's difficult for a company to know how visible it is in terms of its client base.
Section 3. Examines the market opportunity analysis and consumer analysis endeavors to estimate the size and sales potential of a specific market segment of interest.
Section 4. Covers the principles of marketing mix used to describe how businesses promote their products and services or how customers learn about a business's products and services. Developing the right marketing mix is essential to business success.
Section 5. Focuses on managing the marketing effort organized in a number of ways. A functional marketing organization is where separate managers head marketing functions, reporting to the marketing vice-president.
Section 6. Integrates the marketing concepts and plan designed to help eligible businesses develop their marketing and presentation skills to drive business growth in domestic and global supply chains.  

SECTION 1 MARKETING PRINCIPLES AND STRATEGIES
Unit 1--Marketing and its traditional approaches
Unit 2--Goals of marketing
Unit 3--Contemporary approaches to marketing

SECTION 2 CUSTOMER RELATIONSHIP AND SERVICE
Unit 4--Relationship marketing and value of customers
Unit 5--Relationship development strategies
Unit 6--Customer service strategy in the Philippine business enterprise

SECTION 3 MARKET OPPORTUNITY ANALYSIS AND CONSUMER ANALYSIS
Unit 7--Strategic marketing versus tactical marketing
Unit 8--The marketing environment
Unit 9--The marketing research
Unit 10--Consumer and business markets
Unit 11--Segmentation, targeting, and positioning (STP) of marketing

SECTION 4 DEVELOPING THE MARKETING MIX
Unit 12--Marketing mix strategy
Unit 13--Structure of distribution channel marketing

SECTION 5 MANAGING THE MARKETING EFFORT
Unit 14--Market analysis and SWOT Analysis
Unit 15--Marketing planning
Unit 16--Marketing implementation
Unit 17--Marketing control

SECTION6 WORKSHOP PRESENTATION OF MARKERTING PLAN
Unit 18--Integrate the marketing concepts and plan
Unit 19--Brand management and selling
Unit 20--Advertising
Unit 21--Direct and digital marketing

Index 

Note: Includes bibliographical references and index.