Applied Marketing: Marketing Fundamentals

Details

Description

In this course, you will learn key marketing concepts including the principles of marketing, the marketing planning process and marketing environmental analysis. In this subject, you will learn how to analyse the marketing environment by using tools such as PESTLE, Five-Forces, SWOT Analysis, Porter’s Value Chain and Marketing Plan Templates. You will examine current marketing practice in a diverse range of marketing contexts, and you will be introduced to the marketing functions required to establish competitive positioning and manage marketing decisions in the firm. This unit will provide you with the skills to effectively evaluate, manage and design the marketing function and contribute to a firm’s future marketing direction through applying modern marketing thought.

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Objectives

Learn key marketing and planning process, and marketing environmental analysis
Learn how to analyse the marketing environment
Examine current marketing practice in a diverse range of marketing contexts
Establish competitive positioning and manage marketing decisions in the firm
Effectively evaluate, manage and design the marketing function

Instructional level

Multilevel

Requirements

Basic Computer Fundamentals & Terminologies
A computer installed with Windows/Linux /OS X
Internet Connection
PDF Reading Software, such as Free Adobe Reader

Who should take this online course

Business Students

Marketers

Self Employed Individuals

Business Owners

Start Up Companies

Executives

Chapter 1: Marketing and the Firm
- 1 Lecture 1.1: Marketing and the Firm 00:36 min
- 2 Lecture 1.2: Marketing Orientation and Context 01:05 min
- 3 Lecture 1.3: Creating Value and Competitive Advantage #1 00:55 min
- 4 Lecture 1.4: Creating Value and Competitive Advantage #2 01:12 min
- 5 Lecture 1.5: Marketing Definition 00:36 min
- 6 Lecture 1.6: Marketing Exchange 00:44 min
- 7 Lecture 1.7: Marketing Interactions #1 00:36 min
- 8 Lecture 1.8: Marketing Interactions #2 01:50 min
- 9 Lecture 1.9: BCG's Advantage Matrix Model 01:25 min
- 10 Self-Knowledge Quiz
Chapter 2: Situational Marketing Analysis
- 1 Lecture 2.1: External Environment ? Analysis #1 00:45 min
- 2 Lecture 2.2: External Environment ? Analysis #2 00:19 min
- 3 Lecture 2.3: External Environment ? Analysis #3 00:15 min
- 4 Lecture 2.4: External Environment ? Analysis #3 01:27 min
- 5 Lecture 2.5: Demographic Shift 00:45 min
- 6 Lecture 2.6: Demographic Changes 01:35 min
- 7 Lecture 2.7: Stakeholder Mapping #1 00:55 min
- 8 Lecture 2.8: Stakeholder Mapping #2 01:08 min
- 9 Self-Knowledge Quiz
Chapter 3: Microenvironments ? Industry and Market
- 1 Lecture 3.1: Microenvironments ? Industry and Market 01:08 min
- 2 Lecture 3.2: Difference Between an Industry and a Sector 01:31 min
- 3 Lecture 3.3: Common Mistakes #1 01:36 min
- 4 Lecture 3.4: Common Mistakes #2 00:46 min
- 5 Lecture 3.5: Market Analysis #1 00:35 min
- 6 Lecture 3.6: Market Analysis #2 00:46 min
- 7 Lecture 3.7: Internal Firm Analysis and Environment Analysis 01:58 min
- 8 Lecture 3.8: Enterprise Value Chain Analysis #1 01:06 min
- 9 Lecture 3.9: Enterprise Value Chain Analysis #2 01:22 min
- 10 Lecture 3.10: Enterprise Value Chain Analysis #3 00:53 min
- 11 Lecture 3.11: Porter's Value Chain 00:59 min
- 12 Lecture 3.12: Elements in Porter's Value Chain #1 01:27 min
- 13 Lecture 3.13: Elements in Porter's Value Chain #2 00:31 min
- 14 Lecture 3.14: SWOT ? Gap Analysis 01:48 min
- 15 Lecture 3.15: TOWS and Building Conversion Strategies 01:18 min
- 16 Self-Knowledge Quiz
Chapter 4: Formulating a Marketing Plan ? Building Components
- 1 Lecture 4.1: Formulating a Marketing Plan ? Building Components #1 00:54 min
- 2 Lecture 4.2: Formulating a Marketing Plan ? Building Components #2 01:58 min
- 3 Lecture 4.3: Formulating a Marketing Plan ? Building Components #3 00:31 min
- 4 Lecture 4.4: Product Life Cycle and Building a Product Strategy 00:52 min
- 5 Lecture 4.5: Segmentation and Targeting? Geography and Consumer Behaviour 00:27 min
- 6 Lecture 4.6: Positioning Your Market Offering 00:53 min
- 7 Lecture 4.7: Pricing Your Product for the Market 00:22 min
- 8 Lecture 4.8: Channels and Distribution 01:01 min
- 9 Lecture 4.9: Promotion and Brand Advertising 00:59 min
- 10 Lecture 4.10: Business Development and Customer Relationship Marketing (CRM) 01:02 min
- 11 Lecture 4.11: Hard-selling 00:55 min
- 12 Lecture 4.12: Sales Funnel 01:14 min
- 13 Lecture 4.13: Stages in the Sales Funnel 02:18 min
- 14 Self-Knowledge Quiz
Chapter 5: Executing the Market Plan
- 1 Lecture 5.1: Action Planning, Roles and Responsibilities 00:56 min
- 2 Lecture 5.2: Metrics and Measures 02:04 min
- 3 Lecture 5.3: Marketing and Information Technology 01:24 min
- 4 Lecture 5.4: Marketing Information (MIS) Systems: Sorting Data and Reporting 01:56 min
- 5 Lecture 5.5: Marketing and Information Technology 00:44 min
- 6 Lecture 5.6: The Marketing Profession and Building the Marketing Team 01:00 min
- 7 Self-Knowledge Quiz
Chapter 6: Case Study
- 1 Amazon Fire Case Study 01:16 min

The Teachlr

Sentinel 9

Instructor