Business Fundamentals: Marketing Strategy

Course Curriculum

Chapter 1: Welcome! Introduction to Marketing Strategy and Management

Lecture 1: Marketing Strategy and Management: What does the course cover?

Lecture 2: Introduction to Marketing

Lecture 3: Why companies need Marketing?

Lecture 4: Who chooses a career in Marketing?

Lecture 5: Understanding the essential types of processes we have in Marketing

Chapter 2: Creating a successful Marketing Strategy

Lecture 1: Using a Marketing Plan – An essential tool for all marketeers

Lecture 2: Understanding customers and what drives their behavior: needs, wants, & demands

Lecture 3: Making sound business decisions: leveraging marketing research

Lecture 4: Going through the various stages of marketing research

Lecture 5: Learn how to collect primary data for marketing research

Lecture 6: Client segmentation – The right way to address client needs

Lecture 7: Selecting a target customer group

Chapter 3: Shaping the Marketing Mix

Lecture 1: The fundamental concept we want you to learn – The 4Ps of Marketing

Chapter 4: Shaping the Marketing Mix – Product decisions

Lecture 1: What is important when we talk about a company's products?

Lecture 2: Classifying a firm's products

Lecture 3: Understanding and taking advantage of the usual product lifecycle

Lecture 4: The importance of product branding

Lecture 5: The exterior matters – product packaging

Chapter 5: Shaping the Marketing Mix – Pricing decisions

Lecture 1: Understanding the factors shaping product pricing

Lecture 2: A good Marketing Manager has an idea about the demand curve of their product

Lecture 3: Break-even calculations: a valuable planning tool

Chapter 6: Shaping the Marketing Mix – Place decisions

Lecture 1: The best way to organize product distribution

Lecture 2: The various types of distribution channels

Lecture 3: E-commerce: the fastest growing distribution channel for the last decade

Chapter 7: Shaping the Marketing Mix – Promotion decisions

Lecture 1: Why do we need to promote our products?

Lecture 2: Setting up an effective marketing campaign

Lecture 3: The growing importance of social media

Chapter 8: Setting up a dynamic Marketing Mix

Lecture 1: The four Ps of Marketing in a dynamic environment

Chapter 9: Marketing decisions that are crucial in the long run

Lecture 1: How to work with a Marketing budget

Lecture 2: Monitoring of Key Performance Indicators (KPIs)

Lecture 3: Short and long term Marketing goals

Lecture 4: An invaluable tool for experienced marketeers: Customer Lifetime Value (CLV)

Lecture 5: Case study: Coca-Cola and Christmas

Chapter 10: Tesla's marketing strategy – Case study

Lecture 1: Intro to Tesla marketing

Lecture 2: Tesla's segmentation problem

Lecture 3: A proof of Tesla's brand strength

Lecture 4: Tesla's pricing

Lecture 5: Before or after savings?

Lecture 6: Federal tax incentives for EVs

Lecture 7: Tesla's distribution strategy

Lecture 8: Bonus lecture