Marketing Fundamentals | Master Class
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Section 1: Introduction to Marketing

Welcome & Introduction
What is Marketing?
Marketing Definition Explained
Evolution of Marketing
Traditional Vs Contemporary Marketing
Section 2: Segmentation

Market Segmentation
Bases for Segmentation
Selecting the best segment
Section 3: The Marketing Process

The Marketing Process | An Overview
Stage 1: Needs wants demands
Stage 2: Value driven marketing strategy
Stage 3: Integrated Marketing Program
Stage 4: Customer Engagement
Stage 5: Customer Equity
Section 4: Understanding Customer

Customer onboarding - Definition & Goals
Customer Onboarding Process
Customer onboarding Strategies
Customer Onboarding Tools and Software
Customer Value, Satisfaction, & Delight
Customer value with examples
Customer Centricity
Customer loyalty
Different types of customers
Converting Strangers into True Friends
Section 5: The Marketing Environment

Marketing Environment
Marketing Environment | Another Perspective
Business Portfolio
Portfolio Analysis
BCG matrix
BCG Matrix Explanation & Examples
Marketing Analysis (SWOT Analysis)
Marketing Return on Investment
Section 6: Consumer Behaviour

Consumer Behaviour | Definition
Decision Making Influencers
Cultural or social influences
Marketing Influences
Situational Influences
Psychological Influences
Types of consumer decisions
Section 7: Product

Definition of Product
Classification of Product
Consumer Goods
Business Goods
Section 8: Promotion

Definition of Integrated Marketing Communication (IMC)
Promotion Mix
Advertising
Sales Promotion
Public Relations
Personal Selling
Direct & Digital Marketing
Section 8: Price

Definition of Price
Types of Price
Setting Price
Pricing Strategies
Value based pricing
Cost based pricing
Competition based pricing
Pricing Decisions
Section 10: Distribution | Delivering Value

Definition of Distribution
Types of Channel of Distribution
Functions of Distribution Channel
Choosing a Channel
Conventional Vs Contemporary Channels
Channel Members Value Addition
Section 11: Customer Feedback Management

Customer Feedback Management Definition
Why is Customer Feedback Important
Methods of collecting customer feedback
Analyzing & Utilizing Customer Feedback
Best Practices for Effective Customer Feedback Management
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Definition of Integrated Marketing Communication (IMC)

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