Marketing Foundations

Contents

• Introduction Introduction

  • Think like a marketer

    1m 2s
• 1. The Building Blocks of Your Marketing Strategy 1. The Building Blocks of Your Marketing Strategy

  • Defining brands and brand architecture

    4m 46s
  • Choosing a business category

    4m 43s
  • Investigating your organization and your competition

    4m 28s
  • Developing a practical customer definition

    4m 25s
  • Navigating three types of customer loyalty

    4m 25s
• 2. Developing a Value Proposition for Your Brand 2. Developing a Value Proposition for Your Brand

  • Discovering customer segments

    2m 35s
  • Discover customer insights

    4m 1s
  • Mapping your business category

    4m 43s
  • Writing a target audience persona

    4m 23s
  • Articulating your brand's value proposition

    4m 14s
• 3. Creating the Customer-Brand Experience 3. Creating the Customer-Brand Experience

  • Building a brand-customer experience map

    3m 43s
  • Align your products and services to the value proposition

    6m
  • Aligning your price to your brand's value proposition

    4m 19s
  • Developing the communications plan

    5m 10s
  • Mapping brand-customer touchpoints

    3m 36s
• 4. Creating the Marketing Plan and Learning from Your Work 4. Creating the Marketing Plan and Learning from Your Work

  • Writing the strategic narrative: The marketing plan

    2m 8s
  • Learning from your work: Marketing metrics

    4m 37s
• Conclusion Conclusion

  • Thinking like a marketer

    2m 35s