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Foundation Marketing

67 lessons across 13 topics

1. Topic 1(COLON) Foundations of Marketing

1Lesson 1.1: What Marketing Really Is2Lesson 1.2: Needs, Wants, Value And Exchange3Lesson 1.3: Business Orientations: Production To Societal Marketing4Lesson 1.4: The Marketing Concept And Customer Orientation5Lesson 1.5: The Role Of Marketing In The Organisation And Society

2. Topic 2(COLON) The Marketing Environment

6Lesson 2.1: The Internal And Micro-environment7Lesson 2.2: The Macro-environment: Pestel Analysis8Lesson 2.3: Competitive Analysis And Market Structure9Lesson 2.4: Swot And Situation Analysis10Lesson 2.5: Marketing And Sustainability In The Environment

3. Topic 3(COLON) Understanding the Customer(COLON) Buyer Behaviour

11Lesson 3.1: The Consumer Decision-making Process12Lesson 3.2: Psychological Influences On The Consumer13Lesson 3.3: Social And Cultural Influences On The Consumer14Lesson 3.4: Business-to-business And Organisational Buying15Lesson 3.5: From Insight To Customer Personas

4. Topic 4(COLON) Market Research and Marketing Information

16Lesson 4.1: The Role Of The Marketing Information System17Lesson 4.2: Secondary And Primary Research18Lesson 4.3: Qualitative And Quantitative Methods19Lesson 4.4: Sampling, Reliability And Validity20Lesson 4.5: Interpreting And Presenting Research; Research Ethics

5. Topic 5(COLON) Segmentation, Targeting and Positioning (STP)

21Lesson 5.1: Why Segment? The Logic Of Stp22Lesson 5.2: Bases For Segmenting Consumer Markets23Lesson 5.3: Segmenting Business Markets And Evaluating Segments24Lesson 5.4: Targeting Strategies25Lesson 5.5: Positioning And The Value Proposition

6. Topic 6(COLON) The Marketing Mix(COLON) Product and Branding

26Lesson 6.1: What Is A Product? The Three Levels27Lesson 6.2: The Product Life-cycle28Lesson 6.3: Managing The Product Portfolio29Lesson 6.4: New Product Development And Innovation30Lesson 6.5: Branding And Brand Equity

7. Topic 7(COLON) The Marketing Mix(COLON) Price

31Lesson 7.1: Pricing Objectives And Influences32Lesson 7.2: Cost, Demand And Competition-based Pricing33Lesson 7.3: New-product And Product-mix Pricing Strategies34Lesson 7.4: Price Adjustments, Discounts And Dynamic Pricing35Lesson 7.5: The Psychology Of Pricing

8. Topic 8(COLON) The Marketing Mix(COLON) Place and Distribution

36Lesson 8.1: Marketing Channels And Their Functions37Lesson 8.2: Channel Design And Distribution Intensity38Lesson 8.3: Channel Management, Power And Conflict39Lesson 8.4: Retailing, Wholesaling And Logistics40Lesson 8.5: E-commerce, Omnichannel And The Digital Marketplace

9. Topic 9(COLON) The Marketing Mix(COLON) Promotion and Integrated Marketing Communications

41Lesson 9.1: The Communication Process And The Promotional Mix42Lesson 9.2: Integrated Marketing Communications (imc)43Lesson 9.3: Advertising And Media44Lesson 9.4: Sales Promotion, Public Relations And Sponsorship45Lesson 9.5: Personal Selling And Direct Marketing

10. Topic 10(COLON) Digital, Relationship and Services Marketing

46Lesson 10.1: Digital Marketing Foundations47Lesson 10.2: Social Media And Content Marketing48Lesson 10.3: Paid Digital Advertising And The Platform Ecosystem49Lesson 10.4: Marketing Analytics And Metrics50Lesson 10.5: Relationship And Customer Retention Marketing51Lesson 10.6: Services Marketing And The Extended 7ps

11. Topic 11(COLON) Marketing Strategy, Planning, Ethics and the Global Market

52Lesson 11.1: Marketing Strategy And Competitive Advantage53Lesson 11.2: Marketing Budgets, Forecasting And Accountability54Lesson 11.3: The Marketing Plan55Lesson 11.4: International And Global Marketing56Lesson 11.5: Marketing Ethics, Sustainability And Social Responsibility57Lesson 11.6: The Future Of Marketing

12. Topic 12(COLON) Academic English for University Studies (EAP)

58Lesson 12.1: Academic Writing: Register, Style And Structure59Lesson 12.2: Critical Reading And Note-taking60Lesson 12.3: Referencing, Citation And Academic Integrity61Lesson 12.4: Listening And Note-taking In Lectures62Lesson 12.5: Seminar And Presentation Skills

13. Topic 13(COLON) Research and Study Skills for the Independent Learner

63Lesson 13.1: Planning A Research Project64Lesson 13.2: Finding And Evaluating Sources65Lesson 13.3: Working With Marketing Data And Numbers66Lesson 13.4: Writing The Research Report67Lesson 13.5: Independent Learning, Time And Self-management
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