Author: moocsumo

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Section 4: Branding, Pricing

MOOC Summaries - Introduction to MarketingSection 4: Branding, Pricing

“What Does Your Brand Say to Your Consumers? … Understanding Stories, Experiences and Conversations … Brand Identity Versus Brand Image: Intended and External Perceptions … The Brand Identity Model: How People Understand Brands … Emotional Ties with Brands … Pricing Strategies … Considerations Around Pricing Choices: Pricing Sensitivity … Considerations Around Pricing: Skimming and Penetration Approaches … Considerations Around Pricing: Tiered, Dynamic, and Pricing Discrimination … Considerations Around Pricing: Strategies for Effective Pricing Changes … Darren and Paul Discuss Takeaways”
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Section 5: Distribution, Integrated Marketing Communication (IMC)

MOOC Summaries - Introduction to Marketing - Integrated Marketing Communication

Section 5: Distribution, Integrated Marketing Communication (IMC)

“Distribution … Direct and indirect access … Channel partners and Economics … Dynamics of Intermediation … Integrated Marketing Communication (IMC) … IMC Options, the AIDA Model, Push vs. Pull … Darren and Paul Discuss Takeaways … Instructor Wrap-up”
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Section 6: Social Media, Measurement and Conclusion

MOOC Summaries - Introduction to Marketing

Section 6: Social Media, Measurement and Conclusion

“Paid, Owned, and Earned Media … United breaks Guitars … Monitoring and Facilitating Online Conversations … Looking Ahead: Trends in Marketing … Bringing everything together: Process and Measurements … Darren and Paul discuss Takeaways … Instructor Wrap-up”
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UBCx: Marketing1x Introduction to Marketing

MOOC Summaries - UBC Introduction to Marketing - Diverse People Working and Marketing Concept

UBCx: Marketing1x Introduction to Marketing

Darren Dahl, Senior Associate Dean, Faculty and Research, and BC Innovation Council Professor at the Sauder School of Business
University of British Columbia
Paul Cubbon, Marketing and Behavioural Science Division at the Sauder School of Business
University of British Columbia
“Marketing is a crucial function in all businesses and organizations, and is becoming increasingly crucial to success … This course, regardless of your industry background, will teach you core concepts and tools to help you better understand and excel in marketing. Key topics include Market Research and its importance to strategy, brand strategy, pricing, integrated marketing communication, social media strategy and more… will learn how to develop a basic customer segmentation system… effectively target customer segments and position product or service in the marketplace… begin to understand the psychology of consumer decision making… develop pricing strategies that maximize profitability… define appropriate channel systems and go-to-market efforts… understand how marketing metrics can benefit your business… build effective communication efforts with customers… “
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Week 5: Machine Learning 2 – Applications

Week 5: Machine Learning 2 – Applications 

“Machine Learning Application: Probabilistic Modeling 1 … Probabilistic Modeling 2 … Topic Modeling … Probabilistic Inference … Machine Learning Application: Prediction of Preterm Birth … Data Description and Preparation … Methods for Prediction of Preterm Birth … Results and Discussion … Summary and Conclusion”
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