The Art of Marketing Management 101 Part 1
What you’ll learn
Explain the Marketing Concept, Exchange, Marketing Activities, Four Main Marketing orientations and the Marketing process
Explain the components of the micro-environment, the variables in the market environment and the impacrt of business in the macro-environment.
Explain a SWOT and PESTLE analysis, nature of culture, lifestyle personality, attitudes and elements of learning, and the four P principles.
Illustrate the use of Market Segmentation, Target Market, Product Positioning, Aggregate Markets and Geographic Segmentation
Entry level marketing personnel or beginners’ course for marketing students. No equipment needed. Only access to internet and PowerPoint compulsary
This short course will equip you with the fundamental knowledge, tools, strategies, and techniques necessary to enhance and grow your skills in the marketing and sales industry. The following key marketing concepts will be discussed during the presentations:Chapter 1The Marketing worldNature of marketing, Relationship Marketing, Different marketing gaps, Exchanges of information and goods, The Marketing process, the new and old 4 P’s principles, and Marketing functions in the Marketing department.Chapter 2The Marketing EnvironmentComponents of the marketing environment, Micro / Macro, and Market environment, PESTLE analysis, SWOT Analysis, Mission and Vision Statement in line with company objectives, Short term objectives, Marketing Mix, Political, Legal, Environmental, Socio-Cultural Environment, and Environmental scanning.Chapter 3Consumer behaviorDefinition of Consumer Behavior, Stimuli, Marketing factors, Group factors, Individual Factors, Perception, Interpretation, Attention, Learning ability, Value of personality, Lifestyle, Types of decision-making, and the FIVE stages in arriving at a decision to adopt or reject a new product.Chapter 4Market segmentation, targeting, and positioningThe Aggregate Market, Market Segmentation, Target Marketing, Product Positioning, Market Segmentation process, Advantages of Market Segmentation, Disadvantages of Market Segmentation, Geographic Segmentation, Demographic Segmentation, Behaviour Segmentation, and Psychographic Segmentation. Chapter 5Market Research and Information ManagementMarket Research, Market Research process, Types and designs of Research, Data collection methods, Data collection instruments, and Sampling.After the completion of Part 1, an additional Part 2 of the program will address Product decisions, Branding decisions, Pricing decisions, Marketing communication, Customer value and retention, Cyber marketing, International marketing, and Marketing Matrix.
Section 1: Chapter 1 – The Marketing World
Lecture 1 The Marketing World
Section 2: Chapter 2 – The Marketing Environment
Lecture 2 The Marketing Environment
Section 3: Chapter 3 – Consumer Behaviour
Lecture 3 Consumer Behaviour
Section 4: Chapter 4 – Market Segmentation, Targeting and Positioning
Lecture 4 Market Segmentation
Section 5: Chapter 5 – Market Research and Information Management
Lecture 5 Market Research
Entry / Beginner level marketing employees / Students , curious about Marketing and Sales
Udemy | English | 1h 0m | 1.08 GB
Created by: Cindie van Blerk
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