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Main Learning Objective(s): explain the benefits of category and brand
management; identify the different types of brands; explain the strategic
value of brand equity; describe the strategies for new product development
Session 8
Chapter 13: Marketing Channels and Supply Chain Management
Main Learning Objective(s): describe the various types of distribution
channels available to marketers; describe the concepts of channel
management, conflict, and cooperation within the marketing channel
Video Case Discussions: 13.2 Marketing Channels and Supply Chain
Management at Recycline (VC-12)
Session 9
Session 10
Chapter 14: Retailers, Wholesalers, and Direct Marketers
Main Learning Objective(s): explain the wheel of retailing; explain how
retailers select target markets; identify the functions performed by
wholesaling intermediaries; compare the basic types of direct marketing
and nonstore retailing
Chapter 15: Integrated Marketing Communications
Main Learning Objective(s): discuss how integrated marketing
communications relates to the development of an optimal promotional mix;
identify the different elements of the promotional mix and explain how
marketers develop an optimal promotional mix; discuss the value of
marketing communications
Chapter 16: Advertising and Public Relations
Main Learning Objective(s): identify the three major advertising
objectives and the two basic categories of advertising; describe the process
of creating an ad; list and compare the major advertising media; identify
the principal methods of sales promotion; explain the roles of cross
promotions, public relations, publicity, and ethics in an organization’s
promotional strategy
Session 11 Chapter 17: Sales Promotion (pp. 587-594)
Main Learning Objective(s): Identify the principal methods of sales
promotion; explain the roles of cross promotions
Video Case Discussions: 16.2 Advertising and Public Relations at
Ogden Publications (VC 15)
Chapter 18: Price Concepts
Main Learning Objective(s): outline the legal constraints on pricing;
explain the major cost-plus approaches to price setting; identify the major
pricing challenges facing online and international marketers
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