Marketing Essentials: Strategy, Research & Insights

Lesson 1: Introduction to Marketing

• Nature of Marketing

  Emphasizes achieving corporate goals through meeting customer needs.

• Customer Value

  Focuses on the balance between benefits and sacrifices.

• Types of Value

  Differentiates between price, performance, emotional, and relational value.

• Customer Satisfaction and Loyalty

  Importance of exceeding customer expectations.

• Customer Relationship Management (CRM)

  Utilizing CRM systems for better customer interaction.

• Evolution of Marketing

  From product-focused to technology and humanity-focused approaches.

• Societal and Sustainable Marketing

  Marketing that improves consumer and societal well-being.

• Market Orientation

  The difference between market-oriented and internally oriented businesses.

Lesson 2: Marketing Planning and Strategy

• Vision Statements and Business Missions

  Their role in inspiring stakeholders.

• Strategic Planning

  Including competitive strategies and core strategy testing.

• Marketing Audits, SWOT Analysis

  For internal and external environment assessment.

• Objective Setting and Key Metrics

  For evaluating marketing success.

Lesson 3: Understanding Customer Behavior

• Consumer Decision-Making Processes

  Roles involved in purchasing decisions.

• Consumer Culture Theory (CCT)

  Consumption as a sociocultural activity.

• Social Media Influencers

  Their impact on consumer behavior.

• Types of Consumer Decisions

  From extended to habitual problem-solving.

Lesson 4: Marketing Research and Customer Insights

• Value of Marketing Research

  In understanding consumer needs and informing strategies.

• Marketing Information Systems (MkIS)

  For managing marketing data.

• Big Data Challenges

  Including ethics and privacy considerations.

• Marketing Research Process

  Covering both qualitative and quantitative methods.

Lesson 5: Segmentation, Targeting, and Positioning (STP)

• Market Segmentation

  Identifying distinct groups within a market.

• Targeting Strategies

  From mass marketing to micromarketing.

• Positioning

  Establishing a brand or product in the mind of consumers.

Lesson 6: Value Creation Through Products and Brands

• Product-Service Continuum

  The spectrum of product and service offerings.

• Branding Strategies

  Including co-branding, brand extension, and global branding.

• Product Life Cycle

  Strategic objectives for each stage.