Modern Marketing Strategies
Guerilla Marketing and Blue Ocean Strategy
What you'll learn
- Understand multi-dimensional marketing strategies
- Understand the Red Ocean and Blue Ocean concepts
- Compare the Red Ocean and Blue Ocean strategies
- Formulate a Blue Ocean strategy
- Get to know the paths for reconstructing market boundaries
- Understand the Purple Cow strategy
- Understand the concept of Guerrilla Marketing
- Carry out a Guerrilla Marketing strategy
About this course
This course explains modern marketing strategies, mainly Red Ocean, Blue Ocean, Purple Cow and Guerrilla Marketing. It begins with an introduction to multi-dimensional marketing strategies, then the concept of the Red Ocean and the Blue Ocean, the comparison between them, and how to formulate a Blue Ocean strategy. After that you learn the paths for reconstructing market boundaries in two parts, then the Purple Cow strategy, then the concept of Guerrilla Marketing and how to carry it out. The course includes a downloadable workbook. It suits business owners, marketers, marketing students and anyone who wants fresh ideas to stand out from competitors, and it needs no previous experience because the explanation starts from basic concepts. It also helps you look at the market in a different way before launching any project or campaign. By the end, you will understand the difference between a crowded market and a new one, know how to think about offering a different product, and be able to choose the strategy that best fits your business and plan its execution in an organized way.
Expected outcomes
- Prepare and implement effective multi-dimensional marketing strategies.
- Analyze markets using innovative tools like Blue Ocean and Red Ocean.
- Design strategies targeting different customer psychologies.
- Achieve a competitive edge by applying non-competitive crossing strategies.
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Course content
1Modern Marketing Strategies (Multidimensional Strategies)
12 lectures
- Introduction to Multi-Dimensional Marketing StrategiesIntroduces the multidimensional marketing strategies course, its goals and target audience, and its topics: the purple cow, the consumer bell curve, defining the target customer, and red and blue ocean strategies.12:00
- Concept of Red Ocean and Blue OceanExplains the red ocean as a crowded existing market driven by direct competition and price pressure, and the blue ocean as a new, unexplored market built on innovation with little competition.24:13
- Comparison between Red Ocean and Blue Ocean StrategyCompares red and blue oceans: existing versus new market, choosing cost or differentiation versus pursuing both, avoiding competition through innovation, and the link between risk and reward.17:05
- Crafting Blue Ocean StrategyExplains how to move from a red to a blue ocean by reconstructing market boundaries through six paths, covering the first path: looking across alternative industries, focusing on key factors and eliminating the rest.26:47
- Market Boundary Reconstruction Paths (Part One)Explains the second path for rebuilding market boundaries, looking across strategic groups, and the third, the buyer chain of purchaser, influencer and end user, with the Novo example.18:30
- Market Boundary Reconstruction Paths (Part Two)Covers further paths for rebuilding market boundaries: offering complementary products and services that fill missing value, choosing between functional and emotional appeal, and watching trends that affect the industry.18:30
- Purple Cow Strategy (Part One)Introduces the purple cow strategy: creating something remarkable and surprising that people talk about, the role of surprise and location choice, with a note on ambush tactics against competitors.16:23
- Purple Cow Strategy (Part Two)Continues building a purple cow: accepting risk and cutting through ad clutter, consumer groups such as innovators and early adopters and word of mouth, the Burger King example, and the need for a creative, useful product.22:29
- Concept of Gorilla MarketingDefines guerrilla marketing as an innovative, unconventional promotion method in unexpected places that relies on psychology and emotion, and covers its goals, advantages, and drawbacks such as hard measurement and failure risk.16:53
- Purple Cow Strategy (Part One)Explains types of guerrilla marketing: marketing within the surrounding environment and its elements, and ambush marketing that exploits competitors' events and customers directly or indirectly, with McDonald's and Burger King examples.16:29
- Purple Cow Strategy (Part Two)Explains viral marketing and its fast spread through social networks, with the ALS association campaign, then buzz marketing driven by word of mouth, with the KLM example.17:27
- How to Implement Gorilla MarketingPresents practical steps for executing guerrilla marketing: unusual ads, emotional engagement, storytelling, public-space activities, creative design and packaging, and distinctive touches.13:02
2Add-ons
1 attachments
- Download the Workbook
Instructor
Dr. Mohamed Al-Tihami
