Chapter

• 1
  Chapter 1

  Marketing is often defined as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." Hear several experts in the field DanMcCarty, Mohan Sahwney and Phil Kotler answer the question.

  Estimated time: ~32 Minutes
• 2
  Chapter 2

  Market analysis consists of a number of techniques that allow an organization to collect and disseminate information from their external environment to use in determining their market strategy and actions. For example, market analysis helps to determine critical strategies such as time-to-market length, creating product differentiation, creating and preserving supplier credibility, developing effective distribution channels, forming relationships with large customers, and managing market efforts.

  Estimated time: ~26 Minutes
• 3
  Chapter 3

  The Corporation needs strategies aiming to maximize the corporation's strengths relative to the competition in the functional areas that are critical to achieve success in the industry.

  Estimated time: ~25 Minutes
• 4
  Chapter 4

  This chapter introduces key frameworks to understand how to position your company and products within a market. Key frameworks include: the 3 Cs, STP and SWOT analysis.

  Estimated time: ~18 Minutes
• 5
  Chapter 5

  The marketing mix is a business tool used in marketing products. The marketing mix is often crucial when determining a product or brand's unique selling point (the unique quality that differentiates a product from its competitors), and is often synonymous with the 'four Ps': 'price', 'product', 'promotion', and 'place'.

  Estimated time: ~32 Minutes
• 6
  Chapter 6

  The American Marketing Association defines a brand as a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." A brand can take many forms, including a name, sign, symbol, color combination or slogan.

  Estimated time: ~25 Minutes
• Exam
  Locked

  You must complete all chapters before taking the course exam.