Marketing: Mastering the Process

10 Credits: Management Services


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Marketing: Mastering the Process

Course Level
CPE Credits

10 Credits: Management Services

Course Description

This course teaches you key components of marketing strategy and tactics including: identification, analysis and selection of target markets; development of product/service lines; pricing; distribution systems; advertising and promotions; service marketing; and international marketing.  Major forces impacting marketing strategy are discussed, such as consumer behavior, completion, and regulating forces. Also covered are marketing information systems, search-related marketing, interactive marketing and E-commerce, and multichannel marketing.

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Learning Objectives

Upon successful completion of this course, participants will be able to:

Chapter 1

  • Recognize the definition of the marketing management concept; and
  • Identify the four P’s of the marketing mix; and
  • Define customer relationship management (CRM).

Chapter 2

  • Identify the nature of marketing research; and
  • Recognize different techniques for gathering data for marketing research.

Chapter 3

  • Recognize necessary components in the definition of a market; and
  • Identify some characteristics of market segmentation.

Chapter 4

  • Identify the advantages of a full-line competitor; and
  • Recognize procedures to evaluate cost-profit decisions.

Chapter 5

  • Identify characteristics of group behavior.

Chapter 6

  • Recognize theories used to determine the needs and wants of consumers; and
  • Identify some factors driving the increased power of consumers; and
  • Identify some of the protection services available to the consumer.

Chapter 7

  • Recognize different classifications of consumer goods.

Chapter 8

  • Recognize the characteristics of good planning and development to help avoid product failure.

Chapter 9

  • Recognize some characteristics of good branding; and
  • Identify different degrees of branding familiarity; and
  • Recognize uses and characteristics of labeling.

Chapter 10

  • Recognize the price determination power of consumers; and

Chapter 11

  • Identify how the concept of price elasticity affects sales and pricing decisions; and
  • Recognize the use of discount and allowances.

Chapter 12

  • Identify traits of different pricing approaches; and
  • Recognize the concept of non-price competition; and
  • Identify the behavioral aspects of pricing decisions.

Chapter 13

  • Recognize components of the promotional mix; and
  • Recognize how promotional factors affect profitability.

Chapter 14

  • Identify advertising objectives; and
  • Explain when advertising is most effective.

Chapter 15

  • Recognize the effective use of personal selling; and
  • Identify components of an overall personal selling effort; and
  • Recognize methods for developing a plan for compensation.

Chapter 16

  • Recognize guidelines used to manage the sales force; and
  • Identify examples of sales compensation packages.

Chapter 17

  • Identify advantages of different retail organizations; and
  • Recognize characteristics of multi-line stores; and
  • Recognize different retailing trends.

Chapter 18

  • Identify different wholesaler classifications; and
  • Differentiate among some special-function intermediaries.

Chapter 19

  • Recognize classifications of industrial goods; and
  • Recognize the motivation of industrial buyers.

Chapter 20

  • Recognize some of the functional aspects of channel operations; and
  • Identify the retailers approach to channel leadership.

Chapter 21

  • Recognize attributes of the service marketing process; and
  • Define the unique characteristics of services – the four “i”s.

Chapter 22

  • Recognize components of an international marketing plan; and
  • Identify international financial sources; and
  • Recognize future trends in international marketing.

Chapter 23

  • Recognize marketing information system and its components; and
  • Identify the components of a targeted marketing program; and
  • Recognize the importance of forecasts to the marketing planning process.

Chapter 24

  • Identify how interactive marketing creates customer value, customer relationships, and customer experiences; and
  • Identify elements of online commerce that create consumer value; and
  • Recognize attributes of multichannel marketing and how it is used to more effectively reach consumers.


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Course Specifics

Course ID
Revision Date
April 15, 2024

There are no prerequisites.

Advanced Preparation


Number of Pages

Compliance Information

NASBA Provider Number: 103220

CMA Notice: Western CPE makes every attempt to maintain our CMA CPE library, to ensure a course meets your continuing education requirements please visit Insitute of Management Accountants (IMA)

CFP Notice: Not all courses that qualify for CFP® credit are registered by Western CPE. If a course does not have a CFP registration number in the compliance section, the continuing education will need to be individually reported with the CFP Board. For more information on the reporting process, required documentation, processing fee, etc., contact the CFP Board. CFP Professionals must take each course in it’s entirety, the CFP Board DOES NOT accept partial credits for courses.

Meet The Experts

For many years, Delta CPE LLC has offered a wide variety of continuing education courses for financial professionals. Topics covered by Delta’s courses include accounting, financial management, budgeting, investments, financial statement reporting, business management, IFRS, ethics, valuations, real estate, and business writing. The diversity and breadth of Delta’s course offerings make the company a prolific and unique contributor to the CPE world. Delta’s well-credentialed authors and contributors have also been published in numerous academic and professional journals and quoted by some of the leading financial media outlets.