1. Introduction to Marketing Management
1.1 Stages of Marketing
1.2 Marketing Capacity
1.3 Marketing Management
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2. Strategic Planning and Marketing
2.1 The Process of Planning
2.2 The Strategic Plan
2.3 The Marketing Plan
2.4 Implementation
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3. Marketing Budgets
3.1 What is a Marketing Budget
3.2 Develop a Marketing Budget
3.3 Budget approaches
3.4 Marketing Spend Trends
3.5 Build A Budget
3.6 Case Study: Lessons Learned
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4. Marketing Return-on-Investment
4.1 What is Marketing Return-on-Investment
4.2 Determine What To Measure
4.3 Performance Benchmarks
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5. Research in Marketing
5.1 Information Systems
5.2 Constructing Information
5.3 Marketing Definitions
5.4 What is the Current Market Demand?
5.5 What Could the Demand Be for the Future?
5.6 Ethics in Marketing Research
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6. Relationships with Customers and Marketing Management
6.1 Customer Value
6.2 Customer Satisfaction
6.3 Providing Satisfaction
6.4 How Much is a Customer Worth?
6.5 Retaining Customers
6.6 Relationship Marketing
6.7 When Do I Use Relationship Marketing?
6.8 Relationship Management
6.9 Defining Customer Relationship
6.10 Types of Customers
6.11 Customer Orientation
6.12 Ensuring Quality Customer Relationships
6.13 Measuring Customer Relationships
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7. Digital Marketing
7.1 Hard Skills in Digital Marketing
7.2 Soft Skills in Digital Marketing
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8. Essential Marketing Skills
8.1 A History of Marketing Skills
8.2 Marketing Skills and Competencies
8.3 Case Study
8.4 Building Essential Marketing Skills
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