The crash course Marketing – Market-oriented Business Management consists of nine video lectures, which cover the central theories, methods and techniques of marketing.
Table of Contents
Part I: Marketing Basics
- (1) Foundations of Marketing
Part II: Strategic Marketing
- (2) Segmenting & Targeting
- (3) Analysing & planning Business Units
- (4) Creating & Managing Brands
- (5) Excursus: Creating New Business Ideas
Part III: Operational Marketing
- (6) Creating Value I: Product
- (7) Creating Value II: Price
- (8) Delivering Value: Place
- (9) Communicating Value: Promotion
Part I: Marketing Basics
(1) Foundations of Marketing
The fundamental principles of marketing as well as its role within the frameworks of business administration and economics are explained in the first video lecture.
Part II: Strategic Marketing
(2) Segmenting & Targeting
The customer eventually decides if a company is successful or not through buying or not buying its products. Thus, analysing, understanding and selecting market segments for market cultivation forms the foundation of any successful marketing and business approach. After watching this video lecture, you will understand the process of segmenting and targeting markets. This includes psychographic segmenting, demographic and geographic segmenting, determining competitors, and behavioural segmenting and targeting.
(3) Analysing & planning Business Units
This section is dedicated to the traditional business unit analysis and the respective deduction of business strategies. You will learn how to manage business unit portfolios. Furthermore, you will be introduced to key methods of analysing and planning a business unit:
- SWOT analysis
- Mission statement and business objectives
- Porter’s five forces
- Porter’s generic strategies
- Intensive growth strategies
- Integrative growth strategies and diversification
- Strategic alliances
(4) Creating & Managing Brands
Brand management, when done correctly, can be one of the most powerful approaches to successfully manage a business in a market-oriented manner. Against this backdrop, you will not only understand what a brand is but also learn how to analyse the current position and performance of a brand in the market so that you can create a strong brand identity and deduce market strategies. Furthermore, you will acquire the knowledge of how to manage brand portfolios.
(5) Excursus: Creating New Business Ideas
We are living in an ever-changing world. Companies who do not adapt through new business ideas will not survive. Thus, it appears to be inevitable for a business manager to understand how to come to new business ideas.
Part III: Operational Marketing
(6) Creating Value I: Product
In this video lecture, you will acquire a deeper understanding of physical goods and services, understand how to manage a product portfolio, and how to manage products over the product life cycle, from the invention of new products through their variation over time to the elimination of non-profitable offerings.
(7) Creating Value II: Price
The price of a product or brand is directly linked to the generation of revenues and, therefore, plays an important role in the marketing mix. This video lecture provides you with the understanding of different pricing strategies and methods so that you are enabled to define and adjust adequate prices in different market situations.
(8) Delivering Value: Place
This video lecture explains how products should be distributed to customers. You will learn about distribution channel management, push and pull marketing, and distribution channel engineering, amongst others.
(9) Communicating Value: Promotion
The final video lecture of the crash course Marketing – Market-oriented Business Management, deals with marketing communication. You will learn how to design and manage conventional marketing communication, Guerrilla marketing, online marketing and personal selling.
Lecture Notes - Download
Here you can download the lecture notes:
Download Lecture notes of the crash course Marketing – Market-oriented Business Management