1. Introduction to the Extended Marketing Mix:
- Overview of the traditional 4Ps of marketing
- Introduction to the additional elements: people, process, and physical evidence
- Understanding the importance of the extended marketing mix in modern marketing strategies
2. Product Development and Management:
- Strategies for developing and managing products/services
- Product lifecycle management
- Positioning, branding, and packaging considerations
3. Pricing Strategies:
- Pricing models and strategies
- Determining pricing objectives
- Pricing methods and tactics
4. Distribution Channels and Place:
- Understanding different distribution channels
- Selecting and managing distribution partners
- Evaluating channel performance and effectiveness
5. Integrated Marketing Communications:
- Creating effective promotional campaigns
- Advertising, public relations, and sales promotions
- Communication channels and media selection
6. Customer Experience Management:
- Designing customer-centric experiences
- Importance of customer satisfaction and loyalty
- Enhancing the customer journey through people, process, and physical evidence
7. Service Marketing:
- Understanding the unique aspects of service marketing
- Managing customer expectations in service encounters
- Service quality measurement and improvement
8. Market Segmentation and Targeting:
- Identifying market segments and customer personas
- Target market selection and positioning strategies
- Customizing marketing mix elements for different target segments
9. Marketing Research and Analysis:
- Conducting market research to gather insights
- Analyzing market trends and customer behavior
- Utilizing data for informed decision-making
10. Digital Marketing and Online Channels:
- Leveraging digital platforms for marketing success
- Social media marketing, content marketing, and SEO
- E-commerce and online consumer behavior
11. Measuring and Evaluating Marketing Performance:
- Key performance indicators (KPIs) for marketing effectiveness
- Metrics for measuring the success of marketing campaigns
- Analyzing and interpreting marketing data
12. Ethical and Legal Considerations in Marketing:
- Ethical issues in marketing practices
- Legal framework and regulations
- Ensuring compliance and responsible marketing behavior
13. International Marketing:
- Strategies for marketing in global markets
- Adapting the extended marketing mix for international contexts
- Cross-cultural considerations in marketing
14. Emerging Trends in Marketing:
- Exploring innovative marketing techniques
- Trends in technology and marketing automation
- Future perspectives in the extended marketing mix
15. Capstone Project:
- Applying the concepts learned throughout the course to develop a comprehensive marketing plan
- Integrating the extended marketing mix elements into a real-world marketing strategy
- Presenting and defending the marketing plan to industry experts or instructors