During the course of this lecture you will learn about the most important areas of marketing including advertising, consumer behaviour, communications, retail and more. This marketing lecture has been prepared by a fully qualified marketing lecturer from a UK university with years of experience in lecturing to marketing students. If you have missed lectures due to the recent COVID-19 crisis then you can catch-up on your marketing studies here. For students who are new to marketing this is also a great way to improve your knowledge and learn some new skills.
Marketing is an ever-present and constantly changing area of business that draws great attention and theorising. It is a crucial function that supports a business at the most basic level - generating sales. Due to consumer tastes and market conditions there is an art to achieving effective marketing and many factors need to be considered. This module will cover all of the fundamental areas that play a part in the development and application of marketing.
Core frameworks such as the marketing mix and STP will be introduced, as well as other topics such as branding, communication theory and retailing. The result is a practical guide to offer a university level introduction to assist budding marketers.
- 2.1 Marketing Mix Lecture
Introduction: This lecture presents an overview of the 4Ps and extended 7Ps of the marketing mix, along with informing the student of the importance of segmentation, targeting and positioning when forming a successful marketing strategy.
- 2.2 Marketing Theory Lecture
Introduction: Marketing communication tools cover a range of and can be anything from: advertising, communication, direct marketing, personal selling, promotion, public relations and sponsorship.
- 2.3 Consumer Behaviour Lecture
Introduction: We will learn about who the 'consumer' is, and how a consumer can be defined. We will then move on to consider the different factors that make up the consumer attitude and influence their behaviour.
- 2.4 Communications Theory Lecture
Introduction: Communication can't be easily defined due to being omnipresent in many forms. Businesses benefit extensively from an effective communication strategy, this is applicable to both internal and external avenues.
- 2.5 The Marketing Plan Lecture
Introduction: This chapter concentrates on understanding the fundamental principles of an effective marketing plan. Marketing is generally considered to be an essential component of successful businesses, as even if an organisation has the best product or service available, unless customers know about it through marketing, they are not going to purchase it.
- 2.6 E-marketing Lecture
Introduction: The chapter will first provide definitions of social media marketing and the role this plays in successful marketing campaigns. The chapter outlines the importance of the development of social media and the impact this can bring on organisations. This is then followed by comparing and contrasting traditional marketing methods to social media marketing, and how cost effective this method can be.
- 2.7 Retailing Lecture
Introduction: This chapter covers matters such as store layouts and interactions with customers - giving a picture of how a successful retail business is developed. Initially considered are the overriding retail theories, such as the wheel of retail and the retail lifecycle theory.
- 2.8 Branding Lecture
Introduction: The next lesson of this module covers the topic of branding and distinguishing different characteristics and benefits of branding. Branding is an element within the promotional aspect of the marketing mix, utilised to create a brand identity which consists of the image, positioning, personality, and culture, which supports and is also supported by the brand architecture.
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