- 10 Sections
- 61 Lessons
- 10 Weeks
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- Module 1: Markets and Marketing6
- 1.1Defining Marketing and the Marketing Concept
- 1.2Market Orientation vs. Production and Sales Orientations
- 1.3Introduction to the Marketing Mix (The 4Ps and 7Ps)
- 1.4The Role of Marketing Management: Analysis, Planning, and Control
- 1.5Societal Marketing, Ethics, and Social Responsibility
- 1.6Quiz 1: Foundations of Marketing0 Questions
- Module 2: The Marketing Process: Strategy and Planning7
- 2.1Developing Marketing Strategy within a Corporate Framework
- 2.2The Strategic Planning Process: Mission, Objectives, and Situational Analysis
- 2.3Conducting a Marketing Audit and Environmental Scanning
- 2.4Strategy Formulation using SWOT Analysis and Porter’s Competitive Strategies
- 2.5Creating the Marketing Plan and Sales Forecasting Techniques
- 2.6Developing the Marketing Budget
- 2.7Quiz 2: Strategic Marketing and Planning0 Questions
- Module 3: Customer Focus6
- 3.1Identifying Customers vs. Consumers
- 3.2Understanding and Avoiding Marketing Myopia
- 3.3Achieving Customer Delight and Fostering Loyalty
- 3.4Creating Competitive Advantage through Customer Value
- 3.5Introduction to Relationship Marketing and the Loyalty Ladder
- 3.6Quiz 3: Building Customer Relationships0 Questions
- Module 4: Buying Behaviour6
- 4.1Differentiating Customers, Clients, and Consumers
- 4.2The Five-Stage Consumer Buying Behaviour Process
- 4.3Understanding Awareness, Evoked, Inept, and Inert Brand Sets
- 4.4High vs. Low Involvement Purchase Decisions
- 4.5Organisational Buying Behaviour and the Decision Making Unit (DMU)
- 4.6Quiz 4: Understanding How Customers Buy0 Questions
- Module 5: Market Segmentation and Positioning7
- 5.1The Process and Benefits of Market Segmentation
- 5.2Evaluating Segment Attractiveness and Selecting Target Markets
- 5.3Geographic and Demographic Segmentation Methods
- 5.4Psychographic, Benefit, and Usage-Based Segmentation
- 5.5Segmenting Based on Social Class and Family Life Cycle (FLC)
- 5.6Product and Brand Positioning with Perceptual Maps
- 5.7Quiz 5: Segmentation and Targeting Strategies0 Questions
- Module 6: Product8
- 6.1The Total Product Concept: Core, Actual, and Extended Product
- 6.2Product Classification, Differentiation, and Packaging Strategies
- 6.3Managing Products through the Product Life Cycle (PLC)
- 6.4Product Portfolio Analysis using the BCG Matrix
- 6.5Branding Strategies, Brand Positioning, and Brand Loyalty
- 6.6Growth Strategies with the Ansoff Matrix
- 6.7The New Product Development (NPD) Process and Adoption Curve
- 6.8Quiz 6: Product and Brand Management0 Questions
- Module 7: Place (Distribution)8
- 7.1Introduction to Distribution Channels and the ‘Five Rights’
- 7.2Types of Intermediaries: Retailers, Wholesalers, Agents, and Franchisees
- 7.3Direct vs. Indirect Distribution Channel Selection
- 7.4Channel Design, Disintermediation, and Logistics Management
- 7.5Physical Distribution: Transportation Modes and Warehousing
- 7.6Just-In-Time (JIT) Inventory Systems
- 7.7Ethics in Distribution and Managing Channel Conflict
- 7.8Quiz 7: Distribution and Logistics0 Questions
- Module 8: Pricing8
- 8.1The Role of Price in the Marketing Mix and Setting Objectives
- 8.2Understanding Cost Structures: Fixed, Variable, Direct, and Indirect Costs
- 8.3Economic Principles: Market Structures and Price Elasticity of Demand
- 8.4Breakeven Analysis for Pricing Decisions
- 8.5Cost-Based Pricing Approaches (Cost-Plus, Target Pricing)
- 8.6Demand-Based and Competitor-Related Pricing Strategies
- 8.7Price Discrimination Strategies
- 8.8Quiz 8: Pricing Strategies and Tactics0 Questions
- Module 9: Promotion (Marketing Communications)9
- 9.1The Promotional Mix and the Communication Process
- 9.2Push vs. Pull Promotional Strategies
- 9.3Integrated Marketing Communications (IMC) and the SOSTAC model
- 9.4Advertising and the AIDA Model
- 9.5Planning an Advertising Campaign
- 9.6Sales Promotion Techniques for Consumers and Trade
- 9.7The Role of Public Relations (PR), Publicity, and Sponsorship
- 9.8Personal Selling and Direct Marketing Strategies
- 9.9Quiz 9: Integrated Marketing Communications0 Questions
- Module 10: Services Marketing6
- 10.1The Unique Characteristics of Services: Intangibility, Inseparability, Variability, Perishability
- 10.2The Extended Marketing Mix for Services: People, Process, and Physical Evidence
- 10.3Understanding and Measuring Service Quality
- 10.4
- 10.5Key Determinants of Service Quality and Strategies for Improvement
- 10.6Quiz 10: Marketing for Service Industries0 Questions
Market Orientation vs. Production and Sales Orientations
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