Welcome to Marketing Strategy: Creating, Communicating and Delivering Value! This introductory MBA marketing strategy course emphasizes core marketing concepts involved in creating, communicating, and delivering value as core to business models. It covers marketing in various contexts including small businesses, corporations, and nonprofits, focusing on the exchange of value. The course introduces key marketing concepts: the "four Cs" (customer values, company capacity, competitors, constraints) and the "four Ps" (product, price, place, promotion). It moves beyond traditional views of marketing as just advertising, highlighting the importance of understanding customer needs and product differentiation. The course also explores Holistic Marketing, addressing the complexities of modern organizations. This introductory module on Marketing Strategy provides a foundational understanding of marketing's scope and value. It covers basic questions like the definition of marketing, what is marketed, who markets, and the concept of a market. Core marketing concepts discussed include understanding needs, wants, and demands, target market strategies, segmentation, branding, marketing channels, and media dynamics. It also explores the importance of impressions, engagement, value, satisfaction, supply chain, and competition in marketing.
The module then addresses the new realities in marketing shaped by technology, globalization, and social responsibility, examining different company orientations towards the marketplace, including production, product, selling, marketing, and holistic marketing concepts. It updates the traditional "Four Ps" of marketing and outlines key marketing management tasks. This module of the course delves into the strategic aspects of marketing, focusing on customer value, the value delivery process, and the value chain. Also reviewed are strategic issues including different levels of strategic planning, including corporate and division strategic planning, mission definition, strategic business units, and growth opportunities. Topics such as SWOT analysis, goal formulation, and strategy implementation are covered, along with the contents of a marketing plan and its implementation.
The module also touches briefly on Marketing Research and Analysis and explores marketing information systems and intelligence, along with a detailed analysis of the macroenvironment, identifying key external forces like demographic, economic, and sociocultural factors. Overall, the module offers a comprehensive overview of key marketing concepts and strategies.
