Analytical Marketing
- What Is Marketing?
OfferingsProducts, Services, and Experiences
Customer Needs, Wants, and Demands
The Changing Marketing Landscape (The Digital Age: Online, Mobile, and Social Media
Marketing )
The role of response models and marketing engineering (ME)
- Marketing objectives, planning, parameters and calibration
- Company and Marketing Strategy
Defining a Market-Oriented Mission and partnering to Build Customer engagement
The Boston Consulting Group Approach
Developing Strategies for Growth and Downsizing
- Market segmentations
Evaluating Market Segments
Selecting Target Market Segments
Choosing a Differentiation and Positioning Strategy
- Consumer Markets and Buyer Behavior
Characteristics Affecting Consumer Behavior
Buying Decision Behavior and the Buyer Decision Process
- Market measurement and sales forecasting
- Pricing
Major Pricing Strategies
Internal and External Considerations Affecting Price Decisions
Price changes
- Advertisement and promotion
Major Advertising Decisions
Setting the Advertising Budget
Evaluating Advertising Effectiveness
- Managing Marketing Information
Marketing Research
Marketing Information and Todays Big Data
- Marketing Channels
Supply Chains and the Value Delivery Network (Vertical Marketing Systems and Horizontal Marketing Systems)
Channel Management Decisions
- Marketing systems and models
- Marketing systems and models
- Products, Services, and Brands
New product development challenges: Product Life-Cycle Strategies
- Products, Services, and Brands
New product development challenges: Product Life-Cycle Strategies
- Online and digital revolution in marketing
Online advertising vs traditional advertising
Search analytics