Marketing

6 subjects · 12 chapters · 48 topics

1. 01

   Marketing Principles

   1.1 Core concepts

   • Needs, wants and demand
   • The marketing mix
   • Product life cycle
   • Marketing versus sales

   1.2 Understanding the market

   • Market research methods
   • Segmentation, targeting, positioning
   • Competitor analysis
   • SWOT and PESTLE
2. 02

   Consumer Behaviour

   2.1 How people decide

   • The buying decision process
   • Psychological and social influences
   • B2B versus B2C buying
   • Customer personas

   2.2 Customer experience

   • Mapping the customer journey
   • Touchpoints and moments of truth
   • Loyalty and retention
   • Net promoter and satisfaction
3. 03

   Brand and Product

   3.1 Branding

   • Brand identity and equity
   • Positioning statements
   • Naming and messaging
   • Rebranding considerations

   3.2 Product and pricing

   • New product development
   • Value proposition design
   • Pricing strategies
   • Discounting and its dangers
4. 04

   Channels and Promotion

   4.1 Distribution

   • Channel types and selection
   • Retail and e-commerce
   • Channel conflict
   • Supply and demand planning

   4.2 Promotion

   • Advertising fundamentals
   • Public relations
   • Sales promotion
   • Integrated marketing communications

   4.3 Digital channels

   • Search, social and email at a glance
   • Content marketing
   • Influencer and affiliate marketing
   • Choosing the right mix
5. 05

   Measurement and Strategy

   5.1 Metrics

   • Market share and growth
   • Customer acquisition cost and lifetime value
   • Campaign ROI
   • Building a marketing dashboard

   5.2 Strategy

   • Writing a marketing plan
   • Budgeting and forecasting
   • Go-to-market for a launch
   • Annual planning cycle
6. 06

   Project

   6.1 A full marketing plan

   • Choosing a product and market
   • Research and positioning
   • Channel and budget plan
   • Presenting the plan