Welcome! Introduction to Marketing Strategy and Management
- Marketing Strategy and Management: What does the course cover?
- Introduction to Marketing
- Why companies need Marketing?
- Who chooses a career in Marketing?
- Understanding the essential types of processes we have in Marketing
- Marketing - An introduction
Creating a successful Marketing Strategy
- Using a Marketing Plan - An essential tool for all marketeers
- Understanding customers and what drives their behavior: needs, wants, & demands
- Making sound business decisions: leveraging marketing research
- Going through the various stages of marketing research
- Learn how to collect primary data for marketing research
- Client segmentation - The right way to address client needs
- Selecting a target customer group
- Marketing - Creating a successful Marketing Strategy
Shaping the Marketing Mix
- The fundamental concept we want you to learn - The 4Ps of Marketing
- Marketing - Shaping the Marketing mix
Shaping the Marketing Mix - Product decisions
- What is important when we talk about a company's products?
- Classifying a firm's products
- Understanding and taking advantage of the usual product lifecycle
- The importance of product branding
- The exterior matters - product packaging
- Marketing - Shaping the Marketing Mix - Product decisions
Shaping the Marketing Mix - Pricing decisions
- Understanding the factors shaping product pricing
- A good Marketing Manager has an idea about the demand curve of their product
- Break-even calculations: a valuable planning tool
- Marketing - Shaping the Marketing Mix - Pricing decisions
Shaping the Marketing Mix - Place decisions
- The best way to organize product distribution
- The various types of distribution channels
- E-commerce: the fastest growing distribution channel for the last decade
- Marketing - Shaping the Marketing Mix - Place decisions
Shaping the Marketing Mix - Promotion decisions
- Why do we need to promote our products?
- Setting up an effective marketing campaign
- The growing importance of social media
- Marketing - Shaping the Marketing Mix - Promotion decisions
Setting up a dynamic Marketing Mix
- The four Ps of Marketing in a dynamic environment
Marketing decisions that are crucial in the long run
- How to work with a Marketing budget
- Monitoring of Key Performance Indicators (KPIs)
- Short and long term Marketing goals
- An invaluable tool for experienced marketeers: Customer Lifetime Value (CLV)
- Case study: Coca-Cola and Christmas
- Marketing decisions that are crucial in the long run
Tesla's marketing strategy - Case study
- Intro to Tesla marketing
- Tesla's segmentation problem
- A proof of Tesla's brand strength
- Tesla's pricing
- Before or after savings?
- Federal tax incentives for EVs
- Tesla's distribution strategy
- Bonus lecture
