Welcome to the course
“Welcome… About the course… Real life case studies”
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Section 1: The Changing Nature of Marketing
Section 1: The Changing Nature of Marketing
“The Changing Nature of Marketing … Fundamental Marketing Frameworks and Tools … Constant versus Changing Elements of Marketing … Understanding the Rules of the Game: A Story about Chocolate … Tools for the Dynamic Game … Takeaways … Wrap up”
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Section 2: Market Research, Segmentation and Targeting
Section 2: Market Research, Segmentation and Targeting
“Market Research … Actionable Insights Through Research … Segmentation and Targeting … Practical Consideration for Segmentation … Takeaways”
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Section 3: Positioning and Value Propositions, Product
Section 3: Positioning and Value Propositions, Product
“Positioning and Value Propositions … Brand Positioning Statements … Product Frameworks and Tools … Takeaways”
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Section 4: Branding, Pricing
Section 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)
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
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
UBCx: Marketing1x Introduction to Marketing
“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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