Objective 1 - Describe the positions and roles common in marketing organizations including marketing directors, product and brand managers, sales managers, account managers, marketing analysts, customer success and support, and other common marketing positions.

Objective 2 - Describe the legal and ethical standards promoted by marketing trade organizations and governments related to customer protection, marketing intelligence, product development, pricing, distribution, and communication

Objective 3 - Describe common marketing organizations and their common interactions including manufacturers, service providers, wholesalers and retailers, channel partners, and research and promotion agencies and partners.

Objective 4 - Describe the typical modalities of marketing including business-to-consumer (B2C), business-to-business (B2B), for-profit versus non-profit, external versus internal marketing, and commerce versus other domains of marketing (e.g., politics).

Objective 1 - Describe, design, and implement the core marketing framework consisting of a 5 C’s analysis; segmenting, targeting, and positioning; the 4P's; and customer relationship management.

Objective 2 - Create and implement an effective marketing plan.

Objective 3 -Interpret and be able to manage a marketing effort with a profit and loss statement.

Objective 4 - Define and use key metrics in managing the marketing effort.

Objective 5 - Define and be able to implement a general marketing management process including the creation of goals, supporting strategies, supporting tactics, implementation plans, and appropriate controls

Objective 1 -Design and implement an effective, coordinated marketing intelligence effort

Objective 2 - Map the customer journey and describe the key structural, situational, psychological, and social factors that influence it.

Objective 3 -Describe, compare, and properly implement the different types of marketing research including primary and secondary research; exploratory, descriptive, and causal research; and qualitative and quantitative research.

Objective 4 -Design and conduct effective qualitative research through depth interviews, ethnography, observation, and biometrics; survey research through questionnaire design and distribution, sampling and participant management, and post-survey data analysis; and experimental research through appropriate factorial design and variable selection, effective participant selection and management, and appropriate post-experiment data analysis, hypothesis testing, and regression

Objective 1 - Describe and evaluate effective brand management

Objective 2 - Analyze and organize a product mix or product portfolio with appropriate breadth, depth, and structure.

Objective 3 -Describe and analyze an effective product development effort including decisions related to core offering, the branding, packaging and labeling, and support structures

Objective 4 - Describe the customer adoption process and product life cycle

Objective 5 - Effectively price new or improved product offerings using appropriate pricing principles including value-based pricing, price customization, and appropriate pricing structures.