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Turn what you know into an opportunity and reach millions around the world.
Learn MoreMarketing
180 students
What you'll learn
- Evaluate the importance of marketing.
- Evaluate the marketing process.
- Analyse the marketing environment.
- Develop value propositions for target customers.
- Deliver and coordinate marketing programmes.
- Apply contemporary marketing thoughts within your organisation and operating environment.
Explore related topics
Course content
17 sections • 31 lectures • 63h 41m total length
- Introduction To Marketing1:17:00After completing this lesson, you will be able to evaluate the role of marketing (including marketing managers) in achieving superior business performance. The lesson begins with two very simple exercises to help you easily understand the concept of marketing and subsequent topics covered.
- Marketing Orientation50:00After completing this lesson, you will be able to weigh the benefits against the costs of adopting a marketing culture.
It begins with an exercise on Tesco, a UK supermarket chain. [I'm aware my international learners may know little about Tesco. Skip the Tesco exercise to the next—"What are the attributes of a company that has a marketing culture?" Alternatively, jump straight to slides 20 and 27 to watch the online videos of Marks & Spencer, a UK clothing and food retailer].
- Marketing Process1:00:00The marketing process, otherwise known as marketing planning, is broadly divided into four phases: understanding the marketplace, creating a compelling value proposition for the customer, coordinating the delivery of value proposition, and assessing the shared value generated for the customer and company.
Put simply, the lesson outlines the steps of creating, delivering and assessing value for your customers.
The next lesson captures the links between the marketing process and other functional and strategic planning activities usually in large organisations.
- Marketing Planning 2:15:00
- Identify and explain different levels of planning in organisations.
- Understand the relationship between corporate & marketing plans.
- What is the difference between strategic marketing plan and tactical plan? Does the distinction matter?
- What should be included in the marketing plan?
- Evaluate the role of marketing planning.
- What are the benefits of marketing planning to the firm?
- What challenges are associated with marketing planning?
- Marketing Intelligence 3:19:00
What is marketing intelligence?
What are the characteristics of intelligence-led organisations.
What type of marketing intelligence do firms need?
What are the sources of marketing information?
What is the role of marketing information in marketing planning?
What is marketing research (versus market research)?
Identify and examine the steps in the marketing research process.
Discuss the relative strengths and weaknesses of quantitative and qualitative research design.
When is it appropriate to use primary research and secondary research?
- Preparing A Marketing Research Plan1:33:00
- Business Environment 1:19:00
This presentation is about the influence of macro and micro environmental conditions on marketing decisions and activities. It begins by defining marketing decisions and identifying examples of marketing decisions. This allows learners to easily see how macro and micro conditions affect marketing activities. It also stimulates the thought of marketers with regards to responding to macro and micro environmental changes.
- Analysing the Macro Environment 3:41:00
- Macro Environment Analysis.
- Using the PESTEL model to conduct macro environment analysis.
- Where should you focus the analysis?
- What are the attributes of an excellent macro-environment analysis?
- Market Analysis1:13:00
I.Be able to assess market size and future demand.
i.Understand the term—market.
ii.Explain the term—market analysis.
iii.Understand the purpose of market analysis.
iv.Be able to assess the market size of an industry.
v.Be able to assess market trends in an industry.
vi.Be able to forecast future demand in an industry.
- Competitor Analysis59:00
I.How to carry out a competitor analysis in a given market or industry.
i.Explain the term—competitor analysis.
ii.Be able to do a competitor analysis.
iii.Identify and use information sources to prepare a competitor analysis.
II.Explain the purpose of competitor analysis.
i.Evaluate an organisation’s opportunities and threats from a market and competitor analysis.
- Tools for Analysing Organisations4:08:00
- Explain, examine and use analytical tools to produce insightful analysis of an organisation including its competitiveness, product/service, processes and culture:
- McKinsey 7-s Framework
- Resource-Based View model
- Value-chain analysis
- Historical performance analysis
- Benchmarking analysis
- BCG matrix
- GE-McKinsey matrix
- Competing Values Framework
- SWOT analysis
- Measuring Customer Satisfaction1:57:00
I.Be able to measure customer satisfaction.
i.Understand the importance of measuring customer satisfaction.
ii.Evaluate techniques of assessing customer response.
iii.Design a customer satisfaction survey.
iv.Review the success of a completed survey.
- Consumer Behaviour3:16:00
I.Understand the difference between consumer and customer?
II.Explain the concept of consumer buying behaviour.
III.Examine the stages of the consumer buying process.
IV.Assess the merits of the consumer buying process in understanding buyer’s behaviour.
V.Examine the major factors that influence consumer buying behaviour.
- Influences on Buyer Behaviour1:46:00
I.Explain the factors that affect buyer behaviour.
i.Consumer buying behaviour.
ii.Business buyer behaviour.
- Market Segmentation 2:15:00
What is market segmentation?
Explain the benefits of market segmentation.
Identify and describe the bases or variables used for segmenting consumer and Organisational markets.
Which market segment(s) should the firm target?
- Market Targeting 49:00
After completing this lesson, you will be able choose a suitable targeting strategy for a given product or service. The lesson begins with a problem faced by a consumer goods company. It faces the dilemma of targeting three distinct segments of the bottled mineral water with a single offering or three different offerings. The lesson also provides opportunities for learners to evaluate four targeting strategies including undifferentiated, differentiated, niche and personalised targeting.
- Brand | Product | Service Positioning46:00After completing this lesson, you will be able to develop a positioning statement for a given product, service or brand.
The lesson begins with an exercise on Isklar, a Norwegian maker of bottled mineral water. To tackle the exercise, you would adopt two roles—initially as the maker and later, the customer of Isklar bottled mineral water.
These two perspectives enables you to appreciate the importance of crafting a positioning strategy that resonates with your target customers, and differentiate your offerings from the competition.
The lesson is supported with videos links of Samsung Galaxy S4, Windows 8 tablet and Ambi Pur ads.
- Product Management3:46:00
- Product Packaging 35:00Does product packaging influence consumers’ buying decisions?
- Product Innovation2:30:00
- What is an innovation?
- Why the case for innovation is even stronger today?
- Explain why some product innovations are unsuccessful.
- Examine the process of product innovation.
- New Product Development (NPD) framework.
- Evaluate the merits of NPD framework.
- Why some innovations are popular/unpopular?
- Why some consumers are quick in adopting new products or services?
- Why some consumers are slow in adopting (or avoid) new products or services?
- Extended Marketing Mix1:05:00This lesson analyses the extended marketing mix elements (people, process, physical layout and planet). It begins with a critique of the 4Ps, explaining why the marketing mix elements, over the years, have been extended from 4Ps to 7Ps to 8Ps. The analysis is supported with case studies including Starbucks, McDonald's and Tesco.
- Service Marketing 2:28:00
- Understanding service marketing.
- What is a service?
- Understanding the features of services.
- Understanding the distinction between service marketing and product marketing.
- Understanding the challenges unique to service marketers.
- Understanding the importance of service marketing.
- How to assess the quality of a service?
- Use the SERVQUAL model to measure, diagnose and design service quality.
- Evaluate the usefulness of the SERVQUAL model.
- Price-Setting and Pricing Strategies2:12:00
II. Evaluate approaches to price setting.
III. Explain how price can be used to achieve a range of marketing objectives.
IV. Examine six pricing strategies.
Requirements
- No previous knowledge of marketing or work experience is needed.
- Be prepared to digest a lot of knowledge.
- Devote time to tackle the many exercises.
Description
This course equips learners with knowledge of creating, delivering and assessing value for customers.
It is the presentation version of my highly engaging, interactive and problem-based sessions with postgraduate and graduate marketing students.
Each lesson is packaged in a beautiful-and-simple-to-understand style, free from clutter. Every lesson is supported with carefully selected exercises, current thoughts and examples from industries.
It is the presentation version of my highly engaging, interactive and problem-based sessions with postgraduate and graduate marketing students.
Each lesson is packaged in a beautiful-and-simple-to-understand style, free from clutter. Every lesson is supported with carefully selected exercises, current thoughts and examples from industries.
Who this course is for:
- Casual learners.
- Graduate marketing students.
- Postgraduate marketing students.
- Marketing practitioners.