Table of Contents
Organized from the lens of two different perspectives: Customers and Companies.
Chapter 1: Introduction
Module 1: Brand
Chapter 2: Branding from the Customer Perspective
Chapter 3: Branding from the Company Perspective
Module 2: Customers
Chapter 4: Customers from the Customer Perspective
Chapter 5: Customers from the Company Perspective
Module 3: Products
Chapter 6: Products from the Customer Perspective
Chapter 7: Products from the Company Perspective
Module 4: Communications
Chapter 8: Communications from the Customer Perspective
Chapter 9: Communications from the Company Perspective
Module 5: Technology
Chapter 10: Technology from the Customer Perspective
Chapter 11: Technology from the Company Perspective
Why are the table of contents set up this way?
Key Learning Objectives
- Describe the multiple facets of marketing that impact each area of business
- Explain the importance of the customer perspective and the company perspective
- Enhance knowledge around the reciprocal relationship of strategy and execution
- Describe how brands create value for both customers and companies
- Discern the difference between customer types and their importance to the organization
- Distinguish between product marketing, product management, and product development
- Build knowledge about integrated marketing communications and knowing your audience
- Determine the effect technology has on virtually every aspect of marketing
80+ Educator Resources:
- 11 Assignments (Student and Instructor versions)
- 4 Projects (Student and Instructor versions)
- 11 Lecture Slides (Student and Instructor versions)
- 11 Quizzes
- 11 Quiz Review Slides
- 11 Lesson Plans
- 11 Expert Sessions
- 6 Chapter Introduction Videos
- 5 Company Spotlight Videos
- 1 Sample Syllabus
- 1 Course Schedule
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About the Author
Terry Sullivan
Terry Sullivan has more than 30 years of experience as a corporate executive, entrepreneur, consultant, and professor. In addition to several start-ups including a successful exit of his first company, Terry has worked for a variety of small and large companies and is the Founder and President of Strategic Glue, a marketing consultancy in St. Louis, Missouri. As an Assistant Professor and Adjunct Professor in the School of Communications and the School of Business at Webster University (also in St. Louis, Missouri), Terry has 14 years of higher education experience and is the author of two Stukent courseware titles, Marketing Management Today and Brand Management & Strategy: Building & Sustaining a Valuable Brand. Terry studied English and management as an undergrad and has a master’s degree in International Business from Saint Louis University. Terry is married with two sons and enjoys songwriting, guitar playing, movies, reading, exercising, and occasional skateboarding.
Dennis Kelley - President
"While we work with many marketers, Terry stands out from the crowd. Our collaborations have resulted in some of the highest performing marketing campaigns we've seen."
Dennis Gierhart - Chairman & CEO
"I highly recommend him for strategy, branding, sales and marketing integration, and digital marketing. It is unusual for marketers to accept accountability for the results... Terry does."
Kenny Terbrock - President
"Brand positioning is so important; perception and communication are critical in selling and building high-end custom homes. Terry has great ideas."
Dawn Manske - Executive Director
"Terry was a member of the Webster University coaching team for my business during the 2017 Catapult Competition finals sponsored by the St. Louis Business Journal and Mastercard. He comes to the table with a lot of experience, unique perspective, and insights."
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