Essentials of Marketing ON DEMAND
Available Until
Your Desk
10.0 Credits
Member Price $290.00
Non-Member Price $334.00
Overview
The proper use of marketing tools can greatly enhance the sales and profits of a business, but if not applied correctly, marketing activities can drain away a firm’s profits. In this course, we show how to create a well-designed marketing strategy, develop products that customers want, set prices, design distribution channels, and develop effective promotions. We also describe how to budget for marketing and measure its results. In short, this course is intended to provide the framework for the creation of an effective marketing function.
Highlights
Overview of marketing. Types of marketing strategy. Stages of marketing strategy. Marketing control. The coordinating role of marketing. Marketing fata accumulation. Customer behavior. Influences on customers purchases. The buyer decision process. Stages of buyer acceptance, and more.
Prerequisites
None.
Designed For
CPAs, CEOs, CFPs, and other accounting managers.
Objectives
Identify the different types of marketing strategies. Specify the requirements for a marketing strategy. Describe the ways in which sales can be increased within an existing market. Identify the contents of a user profile. Specify what causes an identified market segment to be abandoned. Identify the characteristics of brand equity. Recall how to manage requests for marketing research. Specify the sources of marketing data. Describe the contents of Maslow’s hierarchy of needs. Specify how to deal with different types of buyer behavior. Specify how to improve the rate of buyer acceptance of new products. Recall how purchasing decisions for business buyers differ from those for individuals, and more.
Preparation
None.
Notice
None.
Leader(s):
Leader Bios
Steven Bragg, Western CPE
Steven M. Bragg, CPA, is a full-time book and course author who has written more than 70 business books. He provides Western CPE with self-study courses in the areas of accounting and finance, with an emphasis on the practical application of accounting standards and management techniques. A sampling of his courses include the The New Controller Guidebook, The GAAP Guidebook, Accountants’ Guidebook, and Closing the Books: An Accountant’s Guide. He also manages the Accounting Best Practices podcast.
Steven has been the CFO or controller of both public and private companies and has been a consulting manager with Ernst & Young and an auditor with Deloitte & Touche. He holds an MBA from Babson College, a Master of Finance from Bentley College, and a BA from the University of Maine (summa cum laude).
Non-Member Price $334.00
Member Price $290.00