Détails
- 3 Sections
- 104 Lessons
- 4 Weeks
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- 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