Principles of Marketing Full course | Learn Marketing from Basic to Advanced

The Marketing Mix (The 4 Ps)00:33:52

Details the integrated tools of product, price, place, and promotion, emphasizing the need for consistency across all four elements.

STP Model: Segmentation, Targeting, and Positioning00:25:29

Explains how to divide markets, select target segments using various strategies, and position a brand effectively using value propositions and perceptual maps.

Introduction to Marketing Fundamentals00:00:00

Defines marketing as the process of creating, communicating, and delivering value to customers while building long-term profitable relationships. Highlights the importance of the marketing mindset.

Needs, Wants, and Demands00:03:08

Explains the difference between essential needs, specific wants, and demands backed by purchasing power, while introducing concepts like market offerings and customer lifetime value (CLV).

The Five-Step Marketing Process00:07:40

Outlines the comprehensive cycle: understanding the marketplace, designing a strategy, building an integrated program, creating relationships, and capturing value.

Micro and Macro Environments00:12:04

Breaks down external forces: the controllable microenvironment (suppliers, competitors, customers) and the uncontrollable macroenvironment (demographics, economic, natural, technological, political, and cultural factors).

Consumer and Business Buyer Behavior00:18:11

Discusses the consumer decision-making process (need recognition to post-purchase) and how B2B buyers operate through buying centers and derived demand.

Product, Branding, and Packaging00:39:51

Analyzes the three levels of a product (core, actual, augmented), the product life cycle stages, and the strategic importance of brand equity and packaging.

Pricing Strategy00:45:15

Covers value-based, cost-based, and competitor-based pricing, alongside specific tactics like skimming, penetration, bundling, and dynamic pricing.

Distribution and Supply Chain00:51:55

Discusses marketing channels, the roles of intermediaries (wholesalers, retailers, agents), and distribution coverage strategies like intensive and exclusive options.

Promotion and Integrated Marketing Communication (IMC)00:58:01

Explores the promotion mix: advertising, PR, sales promotion, personal selling, and digital marketing, all integrated to convey a consistent message.

Digital Marketing Essentials01:03:03

Focuses on SEO, SEM, social media, and email marketing, while explaining metrics such as CTR, CVR, and CPA to measure funnel performance.

Ethics, Sustainability, and Careers01:10:03

Addresses the importance of ethics, data privacy, and genuine sustainability in marketing, concluding with a career guide for professional growth in the field.