Marketing Management

Analyzing Labor Market and Customer Needs

Marketing Analytics 4.7(93)7h 14m26 lectures1 section

What you'll learn

Understand the concept of marketing and the importance of managing it
Study the market and competitive forces
Study competitors and customers
Carry out a SWOT analysis
Set marketing goals and strategies
Choose the right targeting
Build the marketing mix
Set a pricing and promotion strategy
Build a personal brand

About this course

This course explains marketing management from the basics to preparing a complete marketing plan. It starts by defining marketing and the importance of managing it, then studying the market and competitive forces, studying competitors and studying customers, each in two parts. After that it explains SWOT analysis, marketing goals, marketing strategies and targeting. Then it moves to the marketing mix, pricing and promotion, and closes with control and personal branding. The course suits business owners, people working in marketing and sales, and anyone who wants to enter the marketing field and understand how a company studies the market and its customers. You need no previous experience, as the lessons start with basic concepts and progress with examples. By the end you will be able to study the market, competitors and customers, analyze strengths, weaknesses, opportunities and threats, set marketing goals, build the marketing mix and write a marketing plan that fits your project or company. The lessons present the concepts in a clear order, moving from understanding the market to building the marketing plan without complication.

Expected outcomes

Ability to design and implement effective marketing strategies.
Conduct comprehensive market studies including customers and competitors.
Analyze data using appropriate tools to improve performance.
Develop and formulate a marketing mix suitable for various markets.
Enhance your skills in building and managing a personal brand.

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★★★★★اسلام ا.·منذ 2 شهرشاهد 54٪

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Course content

Fundamentals of Traditional Marketing

26 lectures

What is Marketing?Defines marketing and separates it from selling and advertising, showing it starts before the product and rests on understanding the customer, targeting, competitive advantage, pricing and promotion to earn profit.23:25
Importance of Marketing ManagementExplains why marketing management matters for company success and why a marketing plan is needed, showing that marketing creates demand even for a good product, across products, services, events and people.20:42
Market Study (Part One)Starts market analysis by describing market types such as B2C, B2B, international and government markets, what each requires, and the need to watch market trends.11:25
Market Study (Part Two)Continues market analysis by finding out whether the market is growing, shrinking or saturated, how to treat analyses and figures objectively, and influencing factors such as political and economic ones and currency rates.15:36
Competitive ForcesExplains Porter's competitive forces and that they go beyond competitors, covering supplier power, the ease of new entrants, and backward and forward integration.16:13
Competitor Study (Part One)Explains why competitors must be studied and ways to gather information about them, such as watching their promotional and job ads and official statistics, and why a market with no competitors may be risky.16:53
Competitor Study (Part Two)Sets out what to know about competitors: the market leader and its edge, prices, quality and after-sales service, building a comparison table and linking it to target segments and differentiation.15:15
Customer Study (Part One)Explains why studying customers matters alongside competitors, that decisions are more psychological than logical (Kahneman), and the stages of the purchase decision, after-sales service and referrals.19:15
Customer Study (Part Two)Explains how customer needs differ using examples like a Casio versus a Rolex watch and the hierarchy of needs, and distinguishes stated, real, delight and secret needs.11:47
SWOT Analysis (Part One)Explains SWOT analysis as the key step before decisions and strategy, separating strengths and weaknesses inside the company by studying its departments from opportunities and threats outside it, like technology and Porter's forces.14:54
SWOT Analysis (Part Two)Continues SWOT analysis, warning against mixing internal and external factors, using root-cause analysis for weaknesses, and turning the four-box result into decisions and goals.13:43
Marketing ObjectivesExplains how marketing goals are set from the analysis of the current situation, such as brand awareness, better display and distribution and larger market share, with a four-box model to locate the company.15:06
Marketing StrategiesExplains what a marketing strategy is and its types, including the lowest-cost strategy without hurting quality and building trust by informing the customer, then introduces the control stage of the marketing plan.16:12
Targeting (Part One)Explains market segmentation and targeting a specific group by age, gender, geography, income and psychological factors, and how companies are targeted by location, activity and size.20:53
Targeting (Part Two)Explains building a persona for the target customer and how targeting relates to brand image, how segments such as individuals, schools and contractors differ, then leads into the marketing mix.19:15
Marketing Mix (Part One)Introduces the marketing mix and its elements, focusing on the product: choosing a clear name, design and packaging, features that differ from competitors, and balancing cost, quality and price for the target group.19:23
Marketing Mix (Part Two)Explains the product life cycle from innovation to decline, then the channels for reaching customers such as own stores, distributors, agents and online channels, and how pricing affects the distributor.15:36
Pricing (Part One)Explains why pricing matters and its large effect on profit, the types of cost (direct, indirect, fixed, variable), and the break-even point where expenses equal revenue.19:11
Pricing (Part Two)Explains the three pricing methods based on cost, customers and competitors, computing price from profit margin, psychological pricing effects such as prices just below a round number, and volume discounts.16:31
Pricing (Part Three)Explains types of discounts: distributor discount along the supply chain, quantity discount, early-payment discount, promotional discount, trade-in discount, and the pay-what-you-want idea as a promotional experiment.12:07
Promotion (Part One)Introduces promotion as the fourth element of the marketing mix, distinguishes it from advertising, explains the push strategy of giving distributors large discounts instead of ads, and stresses setting an ad goal first.12:53
Promotion (Part Two)Explains advertising communication between sender and receiver and message encoding, the need for the message to fit the target customer, the buying stages from interest and trial to loyalty, and the effect of word of mouth.11:57
Promotion (Part Three)Explains the content of the ad message, textual and non-textual, the value of emotional messaging and building trust instead of claiming best quality, using coupons, and choosing the right social channels for each audience.22:41
Promotion (Part Four)Explains setting an advertising budget by methods like a fixed amount, a share of revenue and matching competitors, scheduling channels across the year, the importance of ad repetition, and promoting in slow and busy periods.12:03
ControlExplains the final control stage of the marketing plan: tracking whether goals and strategies are achieved, reviewing the customer experience, exceeding expectations, and planning ahead rather than reacting to circumstances.24:00
Personal BrandingExplains personal branding and how a person's name becomes a brand: learning how others see you, choosing audience, channels and content, staying genuine and improving continuously, then wraps up the course.17:08