Foundational Marketing Concepts
Foundational Marketing Concepts Learn key marketing concepts, marketing principles and environmental analysis in this online course. Some basic knowledge in foundational marketing will set you on the path to success in any business venture since you would have mastered the …
Foundational Marketing Concepts
Learn key marketing concepts, marketing principles and environmental analysis in this online course.
Some basic knowledge in foundational marketing will set you on the path to success in any business venture since you would have mastered the skills and strategies required to advance in marketing and sales for products and services.
This course explores different baseline concepts such as marketing orientation, marketing principles, planning and execution to be effective with any strategy aimed at generating demand.
What You Will Learn In This Course
- Distinguish between ‘marketing orientation’ and ‘market orientation’
- Explain the PESTLE analysis of the macroenvironmental analysis
- Describe demographic change and consumer behaviour
- Outline the ‘five forces’ model that helps to determine an industry’s weaknesses and strengths
- Distinguish an ‘industry’ from a ‘sector’ and recall the difference between industry and market analysis
- Explain ‘enterprise value chain’ analysis and the structure of a value chain
- Outline the advantages and disadvantages of SWOT analysis
- Explain the concepts of segmentation, value proposition and target market
- Discuss marketing and information technology
- Recognise how markets are segmented and list types of segmentation bases
Your SWOT Certificate is:
- Ideal for sharing with potential employers
- Include it in your CV, professional social media profiles and job applications.
- An indication of your commitment to continuously learn, upskill & achieve high results.
- An incentive for you to continue empowering yourself through lifelong learning.
Détails
- 3 Sections
- 104 Lessons
- 4 Weeks
Expand all sectionsCollapse all sections
- Module 1: Marketing Orientation and Macroenvironment33
- 1.1Marketing and The Firm
- 1.2Marketing Orientation and Context
- 1.3Marketing Orientation and Market Orientation
- 1.4Marketing Orientation as a Business Model
- 1.5Definition of Market Orientation
- 1.6The Concepts of Marketing
- 1.7Market Offerings
- 1.8The Marketing Exchange
- 1.9Goods as Physical Entities
- 1.10Conditions for Exchange
- 1.11Situational Marketing Analysis
- 1.12External Environment Analysis
- 1.13Macro-environmental Analysis: PESTLE
- 1.14False Assumptions about PESTLE
- 1.15External Environment – Analysis
- 1.16Demographic Shifts
- 1.17Demographic Information
- 1.18Demographic Change and Consumer Behaviour
- 1.19The Demographic Transition and Ageing
- 1.20The Global Demographic Transition
- 1.21World Fertility Rate
- 1.22Ageing and Affluent Population
- 1.23Implications for Marketers
- 1.24Concerns of Ageing Consumers
- 1.25The Rise in Working Women Households
- 1.26The Consumer Behaviour of Men and Women
- 1.27Increasing Ethnic Diversity
- 1.28Ethnic Diversity: Implications for Marketers
- 1.29The Decline of the Middle Class
- 1.30The Technology Evolution and Consumer Behaviour
- 1.31The Technology Evolution and Consumer Behaviour
- 1.32Stakeholder Analysis
- 1.33A Four-Step Process of Stakeholder Mapping
- Module 2: Marketing Microenvironment30
- 2.1Microenvironments – Industry and Market
- 2.2Microenvironments – Industry and Market 2
- 2.3Difference Between an Industry and a Sector
- 2.4A Common Mistake
- 2.5Industry vs Market Misconception
- 2.6A Common Mistake (Continued)
- 2.7A Market
- 2.8Market Analysis
- 2.9Internal Firm Analysis and Environment – Analysis
- 2.10Enterprise Value Chain Analysis
- 2.11Value-Chain Analysis or Value-Stream Mapping
- 2.12The Dynamic Elements
- 2.13Porter’s Value Chain
- 2.14Understanding How Value is Created
- 2.15Elements in Porter’s Value Chain
- 2.16Value Chain Example
- 2.17« Activity Analysis » box in Figure 3 below:
- 2.18The Value Factors
- 2.19Wider Value System / Value Network
- 2.20Competitor Analysis
- 2.21Brand Positioning Maps
- 2.22Identifying Potential Competitors
- 2.23Identifying Competitors at the Firm Level
- 2.24Competitive Blind Spots
- 2.25The Competitor’s Source of Competitive Advantage
- 2.26SWOT – Analysis
- 2.27Itemisation of SWOT Analysis characteristics
- 2.28Advantages & Disadvantages of SWOT Analysis
- 2.29Performing TOWS & building conversion strategies
- 2.30Risk Matrix and Tables
- Module 3: Building and Implementing a Marketing Plan41
- 3.1Formulating the Marketing Plan
- 3.2Segmentation, Value Proposition and Target Market
- 3.3Complex Stand-Alone Marketing Plan
- 3.4Product Life Cycle and Building a Product Strategy
- 3.5Markets and Products
- 3.6Product Life Cycle
- 3.7Product – Introduction
- 3.8Product Growth
- 3.9Product Maturity
- 3.10Product Decline
- 3.11Product Life Cycle
- 3.12Segmentation and Targeting
- 3.13Segmentation Types
- 3.14Categories for Market Segmentation
- 3.15Pricing your Product for the Market
- 3.16Pricing Strategies
- 3.17Internal and External Factors
- 3.18Pricing Approaches
- 3.19Channels and Distribution
- 3.20Push-Pull Tactics
- 3.21Advantages of the Push and Pull Strategy
- 3.22Push and Pull Marketing
- 3.23Promotion and Brand Advertising
- 3.24Characteristics of Advertising Versus Promotion
- 3.25Traditional Promotions and Advertising
- 3.26Digital Promotions and Advertising
- 3.27Shortcomings of One-on-One Marketing
- 3.28Content Marketing: Social Media and Inbound
- 3.29Content Marketing: Social Media and Inbound
- 3.30Attract
- 3.31Inbound Marketing
- 3.32Establishing an Integrated Approach to Content
- 3.33Direct Marketing
- 3.34Customer Relationship Marketing (CRM)
- 3.35Hard Selling
- 3.36The Stages of the Sales Funnel
- 3.37Customer Relationship Groups
- 3.38Executing the Marketing Plan
- 3.39Metrics Control and Contingencies
- 3.40Marketing and Information Technology
- 3.41Building the Marketing Team
Formateur
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Course Features
- Lectures 104
- Quizzes 0
- Duration 4 semaines
- Skill level Tous niveaux
- Language English
- Students 2589
- Certificate Yes
- Assessments Yes