The Marketing Basics course is designed to provide a foundational understanding of marketing principles and practices. The course begins by defining marketing, distinguishing it from selling, and emphasizing the importance of understanding customer needs and defining products or services. Module Two sets the stage with these fundamental concepts. Following this, the course explores various types of marketing, divided into two modules. The first part covers direct, active, incoming, and outgoing marketing, while the second part delves into guerrilla marketing, B2B (business-to-business), B2C (business-to-consumer), and promotional marketing. These modules provide a broad perspective on the diverse marketing strategies used in different contexts.
The course then examines the "Marketing Mix," a crucial concept involving product, price, promotion, and place, offering practical case studies for better understanding. Effective communication strategies are also highlighted, including creating compelling marketing pitches, focusing on value rather than price, and choosing the right media. Customer communication is another vital topic, teaching participants to value customer feedback and focus on customer-centric interactions. Marketing goals such as brand switching, repeat purchases, brand loyalty, and customer education are discussed.
The marketing funnel is explored, outlining the stages of awareness, interest, desire, and action. The course concludes with common marketing mistakes, emphasizing the importance of taking social media seriously, having a unique selling proposition (USP), understanding cross-cultural nuances, building relationships, and the necessity of planning and tracking metrics.
This course is ideal for those new to marketing or seeking to refresh their knowledge, providing a comprehensive overview of essential marketing concepts and strategies.