Marketing Foundations

Discover the core concepts and basic analytic skills that every new marketer needs to know.

Introduction

• Think like a marketer

1. The Building Blocks of Your Marketing Strategy

• Defining brands and brand architecture
• Choosing a business category
• Investigating your organization and your competition
• Developing a practical customer definition
• Navigating three types of customer loyalty

2. Developing a Value Proposition for Your Brand

• Discovering customer segments
• Discover customer insights
• Mapping your business category
• Writing a target audience persona
• Articulating your brand's value proposition

3. Creating the Customer-Brand Experience

• Building a brand-customer experience map
• Align your products and services to the value proposition
• Aligning your price to your brand's value proposition
• Developing the communications plan
• Mapping brand-customer touchpoints

4. Creating the Marketing Plan and Learning from Your Work

• Writing the strategic narrative: The marketing plan
• Learning from your work: Marketing metrics

Conclusion

• Thinking like a marketer