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Sales & Marketing

Understanding Sales, Marketing, Public Relations, and Advertising

Written by Jason Gordon

Updated at May 12th, 2022

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BACK TO: COURSE CATALOG

Overview: This material covers topics taught in Marketing, Sales, Advertising, and Public Relations Courses within a business school.


Principles of Marketing

Introductory Concepts

  • What is Marketing?

Role of Marketing

  • Role of Marketing in the Organization
  • Role of Marketing in Society
  • Micro and Macro Marketing

Importance of Marketing

  • Why Does Marketing Matter?
  • Purpose of Marketing
  • Tasks of Marketing
  • Marketing Affects the Economy
  • Marketing Changes over Time

Marketing and Customers

  • What is the Marketing Concept?
  • Relationships Matter in Marketing
  • End User

Who are Marketers?

  • What do Marketing Managers Do?
  • What is a Marketing Program?

Principled Marketing

  • Role of Ethics in Marketing
  • Social Responsibility and Marketing
  • Marketing and Sustainability

Marketing Objectives

Business Objectives

  • Marketing - Why is Growth Important?
  • How We Judge the Value of New Ideas
  • What is Return on Investment?
  • What is Time to Profit?
  • Market Share
  • Market Leader

Strategic Objectives

  • What is Product Development?
  • What is Market Development?
  • What is Market Penetration?
    • New to Market
  • What is Diversification?
  • What is Competitive Advantage? 

Measuring Marketing Effect

  • What is Marketing Analytics?
  • A B Split
  • Data On-Boarding
  • Cost Per Acquisition
  • What is Customer Lifetime Value?
  • Churn Rate
  • Measuring Environmental Impact

Marketing Strategy

  • What is a Marketing Strategy (Marketing Mix)?

Marketing Ps

  • 4Ps (sometimes 5, 6, or 7 Ps) of Marketing Definition
    • Marketing 4 Ps - What is Product?
    • Marketing 4 Ps - What is Placement?
    • Marketing 4 Ps - What is Price?
    • Marketing 4 Ps - What is Promotion?
    • Marketing 4 Ps - What is Packaging?
    • Marketing 4 Ps - What is Process?
  • Elements of a Good Marketing Strategy?

Marketing Plan

  • What is a Marketing Plan?
  • Outline for Marketing Plan
  • The Mission and Product/Service Statement
  • Situation Analysis
  • Target Market
  • Marketing Objectives and Goals
  • Marketing Strategy
  • 5 Ps Product
  • 5 Ps Price
  • 5 Ps Promotion
  • 5 Ps Placement
  • 5 Ps Packaging
  • 5 Ps People
  • 5 Ps Physical Environment
  • 5 Ps Process
  • Action Plan
  • Budget
  • Controls

Markets and Targeting

  • What is a Market?

Target Marketing

  • What is Target Marketing?
  • What is Market Segmentation?
  • How Many Segments to Target?
  • How Do We Segment Consumer Markets?
    • Values and Lifestyles
  • Benefit Segmentation
  • How Do We Segment Business Markets?
  • Using Data for Market Segmentation
  • Buying Power Index

Customers as Targets

  • What is Customer Relationship Management?
  • What is Behavioral Targeting?
  • What is Positioning?
  • What is a Positioning Statement?
  • What is a Perceptual Map?

Culture and Targets

  • Cultural Factors Affecting Marketing
  • International Marketing is Challenging

Research and Marketing

Overview of Research

  • Marketing Research Overview
    • Quantitative and Qualitative Research
    • Primary Research
    • Secondary Research
  • Determining the Right Marketing Strategy

Marketing Information

  • What is a Marketing Information System?
    • What are Decision Support Systems?
    • What are Marketing Models?
    • What is a Marketing Dashboard?

Marketing and Data

  • What Kinds of Data can we Use?
  • Methods of Collecting Data
    • What are Focus Groups?
      • What is Group Think?
    • What are Scanner Data?
    • What is Web Tracking?
    • What is Ethnography?
    • What is Experimental` Research?
  • What is Use of Statistics

Challenges of Marketing Research

  • What Distorts the Results of Marketing Research?
  • Challenges of International Market Research?

Product

  • What is a Product?
    • What Types of Product are There?
      • Durable Goods
    • How are Goods Different from Services?
  • What Components do Products Include?

Consumers and Products

  • What is Product Quality?
    • Perceived Value of a Product
  • Why is Product Packaging Important?
    • White Label Product
  • What is Product Warranty?
Metrics for Product Introduction
  • Innovation Adoption Curve
  • Product Life Cycle

Brand

  • What is Branding?
    • Unbranding
  • Brand Image

Objectives of Branding

  • Brand Recognition
  • Brand Identity
  • Brand Awareness 
  • What is Brand Loyalty?
  • What is Brand Equity?

Managing Brands

  • What are Private Brands? 
  • What is Brand Management
    • Impression Management
  • What are Brand Advocates?
    • Opinion Leader
  • What is a Brand Community?
  • Brand Potential Index Definition
  • Brand Extension

Placement

  • What Does "Place" or "Placement" Mean?
  • What is a Distribution Channel?
  • What is Direct Distribution and Indirect Distribution
  • What is Multi-Channel Distribution?
  • What is a Channel System?
  • Vertical Market
  • Vertical Integration

Approaches to Distribution

  • Ideal Market Exposure
    • Intensive Distribution
    • Selective Distribution
    • Exclusive Distribution

Channel Issues

  • Discrepancy of Assortment
  • Discrepancy of Quantity
  • Channel Conflict
  • Channel Stuffing

Pricing

  • Price

Determining Price

  • What is the Right Price for a Product?
  • Competition-Driven Pricing
  • Profit-Oriented Pricing Strategy
  • Sales-Oriented Pricing Strategy
  • Status Quo Pricing Strategy
  • Value-Based Pricing Strategy
  • Penetration Pricing Strategy

Pricing Tactics

  • Manufacturers Suggested Retail Price (MSRP) Definition
  • Markdown
  • Price Skimming
  • Why Give Discounts?
  • Trade Allowances
  • Charging for Product Transportation

Pricing Regulations

  • Legal Issues with Pricing
    • What is Product Dumping?
    • What is Price Fixing? 
      • Why is Price Fixing Harmful?
    • What is Price Discrimination?
      • Why Pricing Discrimination is Harmful

Promotion

  • What is Promotion?
  • What is Advertising?
  • What is Publicity?
  • What is Public Relations?
  • What is Sales Promotion?

Direct Communications

  • What is Personal Selling?
  • What is Communication?
    • Word of Mouth Marketing
    • What is the AIDA Model?

Promotion Strategies

  • Integrated Marketing Communication
  • Push Strategy vs Pull Strategy

Assessment of Promotion

  • Net Promoter Score

Advertising

  • Why Watch Advertisements?
  • Advertising Plan
  • Advertising Allowance 
  • Advertising Appropriation 
  • Traditional Advertising Tools
  • Aspect Ratio Definition
  • Contextual Advertising Definition
  • Retargeting Definition
  • Consumer Recall
  • Media Effect Definition
  • Hierarchy of Effects Theory Definition
  • AAAA Spot Contract Definition
  • American Advertising Federation Definition
  • DAGMAR Definition

Approaches to Advertising

  • Guerrilla Marketing
  • Growth Hacking
  • Drip Marketing
    • Law of 29

Internet & Search Engine

  • Black Hat SEO Definition
  • Canonical Tag Definition
  • Content Tags Definition & Explanation
  • Landing Page Definition
  • Long Tail Keywords Definition
  • Link Building Definition
  • Pay Per Click Definition
  • Click Fraud Definition
  • Click Through Rate Definition
  • Conversion Rate Optimization
  • Content Tags Definition & Explanation
  • Cost Per Click Definition
  • Cost Per Impression (CPM) Definition
  • Daily Active Users
  • Page Rank Definition
  • Push Notifications
  • Domain Authority Definition
  • Doorway Page Definition
  • Paid Search Marketing Definition
  • Internet Search Marketing
  • Search Terms Definition
  • Search Engine Definition
  • Search Engine Optimization (SEO) Definition
  • Search Engine Reputation Management Definition
  • Search Engine Results Page Definition
  • Quality Score (Web Marketing) Definition
  • Web Syndication Definition
  • White Hat SEO Definition
  • Organic Search Definition
  • Outbound Links Definition
  • Daily Active Users Definition
  • Mobile Marketing
  • Brand Stacking
  • Adware Definition
  • Banner Advertising
  • Native Advertising

Social Media

  • Social Media Marketing
  • Viral Marketing Definition
  • What is Social Listening?
Other Advertising Methods

  • Tie-In Marketing
  • Influencer Marketing
  • Advertorial

Publicity

  • What is Publicity?
    • What are the benefits and drawbacks of Publicity?
    • Is there a such thing as Bad Publicity?
  • How can we Manage Publicity?
    • Public Relations
  • Media Kit

Consumer Decisions

  • Consumption Behavior
  • Consumer Decision-Making Process
  • Behavioral Targeting - Explained
  • Need-Motivated Consumer Decisions
  • Types of Consumer Decisions
  • Things that Effect Consumer Decisions
  • Consumer Theory
  • Disjunctive Model (Marketing Research)

Sales

Sales Concepts

  • What do Salespeople Do?
    • Inside Sales
    • Outside Sales
    • Advantages and Disadvantages of Personal Selling
    • Caveat Emptor
    • What to Do and Not Do as a Salesperson?

Sales Process

  • Sales Process
    • Sales Mix
    • Sales Methodology
    • What is Lead Generation?
    • What is Lead Qualification?
    • Why is Follow-Up Important?
  • Sales Communication
    • What is the AIDA Model?
  • Relationship Management
    • Customer Relationship Management
    • Why are Salespeople Relationships Important?
    • Rainmaker
  • Measuring Sales
    • Closing Ratio
    • Activity Quota
  • How has Technology Affected Personal Selling?
    • Point of Purchase or Sale
  • How Should We Compensate our Salespeople?
    • Brokerage Fee
Sales Methods
  • Cross-Selling
  • Up-Selling
  • Wholesaling
    • Line Sheet
  • Back Door Selling
  • Bundling
  • Assortment Strategy
  • Cold Calling
  • Retail
    • Pop-Up Retail
    • Big Box Retailer
  • Value Added Reseller
  • Infomercial
  • Telemarketing
  • Outside Sales
    • Multi-Level Sales or Marketing
    • Network Marketing
  • Auctions
    • Absolute Auction
    • Reverse Auction
    • Sealed Bid Auction
    • Dutch Auction
  • Captive Pricing
  • Affiliate Marketing
Sales Strategy
  • Hard Sell
  • Consultative Selling
  • Adaptive Selling
  • Suggestive Selling
  • Always Be Closing (Sales Strategy)
  • BANT

Business to Business Marketing

  • Types of Customer
    • Business to Business (B2B) Definition
    • Business to Consumer (B2C) Definition
    • Business to Government (B2G) Definition
  • Business Customers are Different from Consumers
  • What Drives Purchase Decisions?
  • Trade Marketing
  • Types of Purchase Decisions
  • Who Makes Purchase Decisions?
  • Role of the Business Buying Center
  • Identifying Options for Purchase
  • Benefits/Detriments of B2B Relationships
  • What is Included in a Business Relationship?
  • What are Kickbacks a Bad Thing?

Ethics

  • What are Ethics?
  • Why are Ethics Important to Marketing?
    • What is Micro-Marketing?
    • What is Macro-marketing?
  • In what ways do Ethics Interact with Marketing?
  • What are the risks of Unethical Marketing?
  • What are the Benefits of Ethical Marketing?

Marketing and Sales Categoryhttps://thebusinessprofessor.com/en_US/principles-of-marketing/impression-management-explained

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