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Unit 1:Marketing and Customer Value

Marketing and Customer Value

Lecture video introduction

1.1 Marketing and the Marketing Process

Lecture video 1.1

1.2 The Marketing Mix and the 4Ps of Marketing

Lecture video 1.2

1.3 Factors Comprising and Affecting the Marketing Environment

Lecture video 1.3

1.4 Evolution of the Marketing Concept

Lecture video 1.4

1.5 Determining Consumer Needs and Wants

Lecture video 1.5

1.6 Customer Relationship Management (CRM)

Lecture video 1.6

1.7 Ethical Marketing

Lecture video 1.7

Strategic Planning in Marketing

2.1 Developing a Strategic Plan

Lecture video 2.1

2.2 The Role of Marketing in the Strategic Planning Process

Lecture video 2.2

2.3 Purpose and Structure of the Marketing Plan

Lecture video 2.3

2.4 Marketing Plan Progress Using Metrics

Lecture video 2.4

2.5 Ethical Issues in Developing a Marketing Strategy

Lecture video 2.5

Unit 2: Understanding the Marketplace

Quizzes

Quiz: Marketing and the Marketing Process

Quiz: The Marketing Mix and the 4Ps of Marketing

Quiz: Factors Comprising and Affecting the Marketing Environment

Quiz: Evolution of the Marketing Concept

Quiz: Determining Consumer Needs and Wants

Quiz: Customer Relationship Management (CRM)

Quiz: Ethical Marketing

Quiz: Developing a Strategic Plan

Quiz: The Role of Marketing in the Strategic Planning Process

Quiz: Purpose and Structure of the Marketing Plan

Quiz: Marketing Plan Progress Using Metrics

Quiz: Ethical Issues in Developing a Marketing Strategy

Quiz: Components of the Internal Environment

Quiz: Components of the External Environment

Quiz: Key Performance Indicators (KPIs)

Quiz: Analyze and Design the Business Portfolio

Welcome to "Marketing Fundamentals: Customer Value and Strategic Planning," your comprehensive guide to mastering the core principles of modern marketing. In today's highly competitive business landscape, understanding how to create, deliver, and communicate customer value is the key to sustainable success.

Welcome to "Marketing Fundamentals: Customer Value and Strategic Planning," your comprehensive guide to mastering the core principles of modern marketing. In today's highly competitive business landscape, understanding how to create, deliver, and communicate customer value is the key to sustainable success. This course is meticulously designed to take you from the foundational concepts of marketing to the advanced strategies used by top-tier professionals. You will explore the dynamic marketing environment, dive deep into the 4Ps (Product, Price, Place, Promotion), and learn how to identify and fulfill consumer needs effectively. Beyond the basics, this course places a strong emphasis on strategic planning. You will discover how to develop robust marketing plans, utilize key performance indicators (KPIs) to measure success, and navigate the ethical considerations inherent in marketing today. We will also cover essential topics like Customer Relationship Management (CRM) and business portfolio analysis. Whether you are an aspiring marketer, a business owner looking to scale, or a professional aiming to refresh your strategic toolkit, this course provides actionable insights and practical knowledge. Through a blend of in-depth modules and interactive quizzes, you will build the confidence to analyze marketplaces, craft winning strategies, and drive meaningful customer engagement. Enroll today to unlock the secrets of customer value and elevate your strategic planning capabilities to new heights.

Chapter 1 Marketing Fundamentals: Customer Value and Strategic Planning

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            <p>Mastering the dynamic landscape of modern business requires a deep understanding of how to create, deliver, and sustain customer value. This course delves into the core principles of marketing, starting with a comprehensive exploration of the marketing process and the essential 4Ps—product, price, place, and promotion. By examining the evolution of the marketing concept, learners will discover how to accurately identify consumer needs and wants while navigating the complex factors that shape the marketing environment. Furthermore, the curriculum emphasizes the critical importance of Customer Relationship Management (CRM) and ethical marketing practices, ensuring that strategies not only drive profitability but also foster long-term, trust-based relationships with consumers.</p>

<p>Beyond foundational theories, effective marketing relies heavily on robust strategic planning and continuous performance evaluation. Learners will explore the pivotal role of marketing within the broader strategic planning process, gaining the skills necessary to develop, structure, and execute a comprehensive marketing plan. The course also covers the practical application of Key Performance Indicators (KPIs) and metrics to track progress, alongside techniques for analyzing and designing a business portfolio. Through a series of targeted quizzes and in-depth modules on internal and external environments, participants will solidify their knowledge, equipping them to tackle ethical dilemmas and make data-driven decisions in today's competitive marketplace.</p>
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