INTRODUCTION

MARKETING BASICS

1 The marketing mix 1

A The Ps

B Marketing a new product

2 The marketing mix 2

A The four Cs, As and Os

B AIDA

3 SWOT analysis

A SWOT analysis

B SWOT and marketing strategy

4 Marketing strategy and the marketing plan

A Marketing strategy vs. marketing plan

B Developing the marketing plan

5 Marketing ethics

A Social marketing

B Corporate social responsibility (CSR)

6 The market environment

A The micro environment

B The macro environment: STEP analysis

7 Legal aspects of marketing

A Legal definitions

B Legal problems

C The Consumer Protection Act

RESEARCH

8 Research 1

A Types of research

B Research methodology

9 Research 2

A Describing survey results

B Understanding trends and changes

PRODUCT

10 New product development 1

A Idea generation

B Idea screening

C Concept development and testing

D Marketing strategy and business analysis

11 New product development 2

A Workflow

B Product development and optimization

C Test marketing

D Commercialization

12 Brainstorming

A The brainstorming session

B Brainstorming techniques

C Suggesting and building on ideas

13 Product and service types

A Product types

B Word combinations with 'goods' and'products'

C Types of service

14 Product life cycles

A The Boston Consulting Group Matrix

B Inside the Boston Box

15 Selling products and services

A The seller

B The purchaser

C Selling a service

POSITIONING AND BRANDING

16 Branding 1

A What is a brand?

B Branding

C Word combinations with 'brand'

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