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FoundationsBeginner

Foundations: Beginner

Your complete first course: what marketing is, the core toolkit, and how to read a market.

0 of 18 read · ~192 min of reading

The Big Picture

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What marketing is, what buyers want, and how they decide.

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What Marketing Actually Is
12 min
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Needs, Wants & Demands
12 min
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The Buyer Decision Process
11 min
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The Five Marketing Orientations
10 min
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Marketing Myopia
11 min

The Core Toolkit

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The four frameworks every marketer reaches for weekly.

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Value Proposition
11 min
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Segmentation, Targeting & Positioning
10 min
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The 4 Ps (Marketing Mix)
9 min
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Brand Fundamentals
11 min

Products & Markets in Motion

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How offers age, how ideas spread, and how buyer types differ.

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Product Life Cycle
10 min
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Diffusion of Innovations
11 min
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B2B vs. B2C Marketing
10 min

Reading the Battlefield

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Three lenses for sizing up competition and environment.

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SWOT & Competitive Positioning
11 min
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PESTEL & the Macro-Environment
11 min
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Porter's Five Forces
11 min

Customers as an Asset

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Learning from buyers, and keeping the ones you win.

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Market Research Basics
10 min
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Customer Lifetime Value
11 min
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Relationship Marketing
10 min