Week Five Student Guide
Your knowledge of marketing now includes marketing research, the marketing mix, and marketing strategy, including the 4 Ps of marketing. Week Five examines the dynamic environment of marketing.
Now that you have a basic comprehension of marketing concepts, it is important for you to develop an understanding of the effect of modern-day trends and environmental factors on marketing. In addition, you explore the importance of social responsibility and ethics in marketing.
The Dynamic Environment of Marketing
OBJECTIVE: Identify environmental factors that affect marketing decisions.
Resources: Ch. 3 & 13 of Marketing Management and Ch. 15 of Marketing: An Introduction
Content
* Ch. 3: Collecting Information and Forecasting Demand of Marketing Management
o Components of a Modern Marketing Information System
o Internal Records
o Marketing Intelligence
o Analyzing the Macroenvironment
o Forecasting and Demand
o Measurement
Your knowledge of marketing now includes marketing research, the marketing mix, and marketing strategy, including the 4 Ps of marketing. Week Five examines the dynamic environment of marketing.
Now that you have a basic comprehension of marketing concepts, it is important for you to develop an understanding of the effect of modern-day trends and environmental factors on marketing. In addition, you explore the importance of social responsibility and ethics in marketing.
The Dynamic Environment of Marketing
OBJECTIVE: Identify environmental factors that affect marketing decisions.
Resources: Ch. 3 & 13 of Marketing Management and Ch. 15 of Marketing: An Introduction
Content
* Ch. 3: Collecting Information and Forecasting Demand of Marketing Management
o Components of a Modern Marketing Information System
o Internal Records
o Marketing Intelligence
o Analyzing the Macroenvironment
o Forecasting and Demand
o Measurement