- PKR: ₨1,566
- EUR: €7
- GBP: £6
- INR: ₹571
- BDT: ৳ 725
- IRR: ﷼294,000
This course includes:
Badge on Completion
Certificate of completion
This course, Marketing in the 21st century, offers a managerial perspective on how to deliver more effective marketing in an organization, regardless of whether it is based in the private, public or non-profit sector.
IntroductionWelcome to Marketing in the 21st century. This course briefly introduces you to the concept of marketing, how to assess if your organization is marketing orientated and the role of ethics in marketing. You will then be introduced to the principles of branding before considering internal marketing in turbulent times. First, let’s start by considering a quote from British entrepreneur Emma Harrison published in the British newspaper the Daily Mail (2004):
There are three things that you should spend your time doing: marketing, marketing, marketing. If you are not prepared to do that, then everything else is irrelevant.
What excites me most about marketing?
- Working/influencing (challenging) executives on strategic direction
- Implementing change – identifying new strategies and working with the company to implement the thinking
- Intellectual challenge – thinking through complex organizational problems and developing strategies to support these
- Working with smart people – because while the work is important to the company, you get to work with the smartest people (internally and externally)
- Creativity – you are continually having to come up with new and innovative ways of doing things. Working in an innovative environment is fun and exciting.
- Being able to demonstrate the value marketing delivers
- Exploiting/using social media to its full potential (to develop relationships).
- Increasing the customer’s predisposition to purchase – brand awareness, relationship events, thought leadership
- Lead generation – thought leadership, direct marketing, etc.
- Relationship creation – forums, social media, events
- Evidence – case studies and references
- Salesforce training and development
- Account development – account-based marketing
- Market and customer insight.
Course learning outcomesAfter studying this course, you should be able to:
- Articulate whether marketing is a process or philosophy
- Think analytically, creatively and in an integrated manner about marketing ethics
- Define what a brand is and value of brands to organizations and consumers
- Understand how marketing practice is changing now and will change more in the future.
- What is marketing? 00:20:00
- Added value 00:40:00
- Marketing orientation: trains, cars and bankruptcy 00:10:00
- The Austin Seven 01:00:00
- Marketing and ethics 00:10:00
- Ethics in practice 00:10:00
- Ethical theories 00:35:00
- Brand basics 00:10:00
- The origin of brands 00:10:00
- Defining what a brand is 00:20:00
- The relevance of brands to organisations 00:20:00
- Embracing brand benefits 00:35:00
- The relevance of brands to consumers 00:20:00
- Brand equity 00:30:00
About the instructor