Marketing Essentials

  • 10 Courses | 3h 58m 17s
  • 7 Books | 28h 58m
  • 12 Audiobooks | 59h 40m 2s
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Marketing drives organic growth in every business. Learn from basic to advanced best practices for marketing your products and services. Marketing is essential no matter what your product or service, as it enables your company to profit and grow. Here you'll discover what the market cares about and the principles and techniques to create winning campaigns.

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Marketing: The Process and Functions that Build Customer Relationships

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COURSES INCLUDED

Marketing: The Process and Functions that Build Customer Relationships
Successful marketing is about optimizing relationships with your customers. That not only includes the value you offer them, but the value you get from them in return. Businesses apply best practices in marketing to find and better understand their customers, to inform how they can most effectively advertise, and to stand out from their competition. In this course, you'll learn about the key role of modern marketing and how companies effectively plan their marketing strategies. You'll gain understanding of how market segments are determined, how customers are targeted, and how organizations reach their customers. Finally, you'll learn the ways that digital marketing resources like social media can positively impact business marketing efforts.
7 videos | 25m has Assessment available Badge
Creating Brands through People and Planning
People don't buy products. They buy brands. Who creates brands? People. How do they do it? Through proper marketing research and planning. The traditional marketing mix emphasizes the four P's: product, price, place, and promotion. However, this fails to address two other important aspects of marketing: planning and people. Planning and people are vital to any marketing effort. Marketing planning guides how marketing is carried out, so it's imperative that it is informed and comprehensive. And because employees impact the marketing mix so strongly, it's equally important to ensure they understand and support the company's marketing actions. In this course, you'll learn about the types of people needed to create and support strong brands. You'll become familiar with internal branding and the importance of engaging employees as brand ambassadors. You'll also learn about how strategic and tactical planning are employed for conducting effective and cohesive marketing research that will inform digital marketing efforts. Finally, you'll learn about the factors that contribute to an integrated marketing communication plan.
7 videos | 28m has Assessment available Badge
The Four Ps: Essential Factors in Marketing
To bring a product or service to market successfully, a marketer needs to understand a broad set of tools and concepts. Guided by customer insights, marketers position their offerings in the marketplace and in the buyer's mind. They use the marketing communication techniques of advertising, sales promotions, direct marketing, and public relations to build brands and enhance perceived value. This course explains how a product or brand manager uses detailed knowledge of their customers to influence design of the offering, to manage pricing and distribution channels, and to plan and execute a promotion strategy. The course explores the use of digital technologies including websites, social media, and mobile devices to build relationships with customers and drive sales.
7 videos | 22m has Assessment available Badge
Building Trust: Ethics and the Marketing Mix
Marketing isn't just about making your product look good; it's also about building customer trust. When you plan for the four Ps of marketing, it's helpful to consider the ethical ramifications of each. In this course, you will learn about ethical choices in the marketing mix. From products and placement to pricing and promotion, you will learn about ethical marketing for each element.
7 videos | 25m has Assessment available Badge
Applying Competitive Advantage to Marketing Strategies
In the digital marketplace, businesses are always looking for ways to set themselves apart and to find an edge over their competitors. By recognizing and applying the tenets of competitive advantage, companies emphasize and align to their customer needs and communicate their advantages clearly and persuasively. In this course you'll learn about elements of competitive advantage, such as communicating company values through corporate social responsibility actions. You'll also learn about external branding, focusing marketing efforts through a customer lens, and communicating an effective and appealing value proposition. Finally, you'll examine AI and other innovative analytics tools that are used to enhance competitive advantage.
7 videos | 22m has Assessment available Badge
The Basics of Marketing
Successful marketing is about optimizing the value you offer customers, as well as the value you get from them in return. Understanding its function will help you better understand the relationship that companies need to build with their customers. Knowing how to effectively advertise and use each distribution channel will help you stand out from the competition. In this course, you'll learn about the key functions of modern marketing and its link to overall corporate strategy. You'll also consider the role of advertising and distribution in digital marketing. Finally, you'll learn about the foundations for creating a marketing strategy and making the most of each advertisement in your distribution model.
8 videos | 24m has Assessment available Badge
The People and Planning in Marketing
An effective marketing strategy takes time and money. It's vital to get things right, and this requires proper marketing planning. The elements of the traditional marketing mix form important strategic cornerstones of any marketing activity. However, this traditional marketing mix fails to address two very important aspects of marketing: planning and people. In this course, you'll learn about strategic and tactical planning and the kinds of market research that support it. You'll be introduced to the basics of budgeting for, developing, executing, and evaluating a marketing plan. And you'll learn how companies can engage all their employees in developing their own marketing roles.
8 videos | 21m has Assessment available Badge
Product, Pricing, and Promotion in the Marketing Mix
The marketing mix is a collection of elements that uses advertising to satisfy customers' needs and meet business objectives. We all buy products - we read the advertisement and we check the competition. The company can advertise the product and then send it along the distribution channel. In this course, you'll learn about a few elements of the marketing mix: product, price, and promotion. You'll learn how marketing is involved in developing new products and about the stages of the product life cycle. You'll also learn about pricing, including how to approach product pricing. Finally, you'll learn about promotional techniques, including the importance of distribution and having a robust distribution model.
8 videos | 23m has Assessment available Badge
Traditional and Online Distribution and Ethics in the Marketing Mix
Although using an advertisement may be an important aspect of your marketing strategy, there's much more to marketing than just finding the best way to advertise your products or services. There's also the vital process of how your product gets all the way from the producer into the hands of your target customers - the product distribution. This process has changed immeasurably with the invention of the Internet, and, just as with online advertising, it brings about a whole new range of concerns related to ethics. In this course, you'll learn about the importance of an effective distribution model and selection of a distribution channel. You'll also learn key distribution strategies and systems, how to select and manage distributors, online distribution opportunities, and e-marketing.
8 videos | 22m has Assessment available Badge
Competitive Marketing Strategies: Analyzing Your Organization
It takes a certain amount of marketing innovation to win customers today. When developing a competitive marketing strategy, conducting effective research is a key step. You need to assess your organizational capabilities and advertising activities. In this course, you'll learn how to assess an organization's core capabilities and how to conduct a marketing audit. This course also describes how to conduct an internal analysis as part of the process of developing competitive marketing strategies. It explains the types of questions you may need to ask about your organizational resources and capabilities. And it describes areas to consider when doing a marketing audit and looking at innovation activities.
7 videos | 21m has Assessment available Badge
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BOOKS INCLUDED

Book

Multichannel Marketing Ecosystems
Featuring contributions from leading marketing companies across the globe, this book shows how marketers and brand managers can react positively to changes in consumer behavior, building customer responses and loyalty via the full spectrum of digital media.
book Duration 4h 27m book Authors By Markus Ståhlberg, Ville Maila (eds)

Book

Tactical SEO: The Theory and Practice of Search Marketing
Moving towards a deeper understanding of search marketing and the industry as a whole, this insightful book will help you truly grasp the opportunities, challenges and value that SEO can bring to an online presence in the long term, leading to a more strategic and nuanced approach.
book Duration 2h 45m book Authors By Lee Wilson

Book

Marketing Analytics: A Practical Guide to Real Marketing Science
Assuming no prior knowledge, this thorough guide introduces concepts relating to statistics, marketing strategy, and consumer behavior and then works through a series of problems by providing various data modeling options as solutions.
book Duration 3h 29m book Authors By Mike Grigsby

Book

Marketing Value Metrics: A New Metrics Model to Measure Marketing Effectiveness
Showing not only how marketing systematically contributes to shareholder value, this book also provides a framework for developing and implementing marketing strategies that are measurable and accountable.
book Duration 4h 51m book Authors By Malcolm McDonald, Peter Mouncey, Stan Maklan

Book

Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight
Offering advice on how to interpret and incorporate data into an organization's overall marketing strategy, this practical book will help marketers seize the opportunity to see how big data can be used to understand consumers in new and exciting ways.
book Duration 3h 50m book Authors By Colin Strong

Book

Valuable Content Marketing: How to Make Quality Content Your Key to Success, 2nd Edition
Written for the current business environment, particularly start-ups and consulting companies, this guide offers ideas, examples, step-by-step action lists, quick tips, and goal-driven chapter summaries to help businesses create compelling, targeted content for their customers.
book Duration 5h 1m book Authors By Sharon Tanton, Sonja Jefferson

Book

The Marketing Pathfinder: Core Concepts and Live Cases
Featuring a unique blend of core concepts and brief, international case studies, this resource offers professionals and marketing students alike an effective way to contextualize the marketing decisions they'll make in the real world of business.
book Duration 4h 35m book Authors By David Stewart, et al.
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AUDIOBOOKS INCLUDED

Audiobook Summary

Marketing Communications: Offline and Online Integration, Engagement and Analytics, Sixth Edition
Marketing Communications discusses how to communicate your message and create a cohesive brand with the tools you have at hand. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
audiobook Duration 19m 16s audiobook Authors By PR Smith, Ze Zook

Audiobook Summary

Get to Aha! Discover Your Positioning DNA and Dominate Your Competition
Get to Aha! shows you how to discover your company's DNA, implement it, and strive for success. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
audiobook Duration 22m 53s audiobook Authors By Andy Cunningham

Audiobook Summary

The Invisible Brand: Marketing In The Age Of Automation, Big Data, And Machine Learning
The Invisible Brand explores how artificial intelligence has become an integral part of the marketing and advertising sphere and how it affects companies and consumers. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
audiobook Duration 20m 39s audiobook Authors By William Ammerman

Audiobook

Fanocracy: Turning Fans into Customers and Customers into Fans
This audio edition is a bold guide to converting customer passion into marketing power. Read by the authors.
audiobook Duration 8h 26m 59s audiobook Authors By David Meerman Scott, Reiko Scott

Audiobook

Rules to Break and Laws to Follow: How Your Business Can Beat the Crisis of Short-Termism
This audio edition offers sound advice as you plan for the expected and unexpected developments ahead for your organization. Read by the authors.
audiobook Duration 7h 5m 52s audiobook Authors By Don Peppers, Martha Rogers

Audiobook

The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do
This audio edition reveals why Americans act distinctly like Americans and what makes us different from the world around us.
audiobook Duration 6h 31m 37s audiobook Authors By Clotaire Rapaille

Audiobook

Buyer Personas: How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business
Listen to this audiobook to learn who buys what, and why; understand your buyer's goals and how you can address them; tailor your marketing activities to your buyer's expectations; and see the purchase through the customer's eyes.
audiobook Duration 7h 2m 49s audiobook Authors By Adele Revella

Audiobook

The Referral Engine: Teaching Your Business to Market Itself
This audio edition offers practical techniques for harnessing the power of referrals to ensure a steady flow of new customers - essential for any company looking to grow without a fat marketing budget. Read by the author.
audiobook Duration 6h 49m 5s audiobook Authors By John Jantsch

Audiobook

Purple Cow: Transform Your Business by Being Remarkable
This audio edition urges you to put a remarkable Purple Cow into everything you build, and everything you do, to create something truly noticeable.
audiobook Duration 2h 58m 42s audiobook Authors By Seth Godin

Audiobook

Brain Sell: When Science Meets Shopping; How the New Mind Sciences and the Persuasion Industry Are Reading Our Thoughts, Influencing Our Emotions, and Stimulating Us to Shop
This audio edition goes behind the scenes of the 'persuasion industry' to reveal the powerful tools and techniques, technologies and psychologies seeking to stimulate us all to buy more-often without us consciously realizing it.
audiobook Duration 9h 26m 13s audiobook Authors By David Lewis

Audiobook

The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World
This audio edition explains how practitioners have built Net Promoter into a full-fledged management system that drives extraordinary financial and competitive results.
audiobook Duration 8h 40s audiobook Authors By Fred Reichheld, Rob Markey

Audiobook

We are All Weird: The Myth of Mass and The End of Compliance
This audio edition is a celebration of choice, of treating different people differently and of embracing the notion that everyone deserves the dignity and respect that comes from being heard. Read by the author.
audiobook Duration 2h 15m 17s audiobook Authors By Seth Godin
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