1. Introduction to marketing strategies
  1.1. Definition of marketing
  1.2. What marketing isn’t?
  1.3. What exactly is marketing strategy?
  1.4. Importance of marketing strategy
  1.5. Why do you need a marketing strategy?
  1.6. Impact on organizations and communication

2. Understanding marketing basics
  2.1. Supply and demand
  2.2. Explaining demand
  2.3. Explaining supply
  2.4. Finding an equilibrium
  2.5. Theory or law?

3. Market research
  3.1. Understanding market research
  3.2. Primary market research
  3.3. Secondary market research
  3.4. Types of market research
    3.4.1. Face-to-face interviews
    3.4.2. Focus groups
    3.4.3. Phone research
    3.4.4. Survey research
    3.4.5. Online market research
  3.5. How to do market research
  3.6. Benefits of market research

4. Basics for the segmentation of industrial market
  4.1. Definition and foundations of industrial market segmentation
  4.2. Influence of industrial market segmentation on industrial marketing strategies

5. Basics of product positioning
  5.1. Meaning of “product positioning”
  5.2. Positioning types
    5.2.1. Price
    5.2.2. Quality
    5.2.3. Differentiation
    5.2.4. Convenience
    5.2.5. Customer service
  5.3. Advantages of product positioning

6. Relationship between the company and the market
  6.1. Finding your ideal customers
  6.2. Customer persona construction
  6.3. Making a selling point
  6.4. Formulating ad campaigns
  6.5. Promoting recognition and acceptance of your brand
  6.6. Evaluating and adapting

7. Marketing mix and the 7p’s of marketing
  7.1. 7ps of marketing – understanding the concept
  7.2. 1st of 7p’s of marketing – product
  7.3. 2nd of 7p’s of marketing – price
  7.4. 3rd of 7p’s of marketing – place
  7.5. 4th of 7p’s of marketing – promotion
  7.6. 5th of 7p’s of marketing – people
  7.7. 6th of 7p’s of marketing – process
  7.8. 7th of 7p’s of marketing – physical evidence
  7.9. Marketing mix process
  7.10. Marketing mix physical evidence

8. SWOT Analysis
  8.1. Understanding SWOT analysis
  8.2. SWOT analysis’s key elements
    8.2.1. Strengths
    8.2.2. Weaknesses
    8.2.3. Opportunities
    8.2.4. Threats
  8.3. SWOT table
  8.4. How to do a SWOT analysis?

9. STP Marketing Model
  9.1. What is STP marketing model?
  9.2. How does STP model work?
  9.3. STP marketing process
  9.4. Importance of the STP marketing model
  9.5. Examples of STP marketing models
    9.5.1. Nike
    9.5.2. Mcdonald’s
    9.5.3. Iphone

10. Porter’s 5 Forces
  10.1. Understanding the Five Forces of Porter
    10.1.1. Industry competitiveness
    10.1.2. Potential for new competitors in an industry
    10.1.3. Supplier influence
    10.1.4. Customer power
    10.1.5. Threat of substitution
  10.2. What Function Do Porter’s Five Forces Serve?

11. ANSOFF MATRIX
  11.1. Understanding the Ansoff Matrix
    11.1.1. Market penetration
    11.1.2. Market development
    11.1.3. Product development
    11.1.4. Diversification

12. BCG Growth-Share Matrix
  12.1. BCG Growth-Share Matrix: An Overview
    12.1.1. Pets or dogs
    12.1.2. Cash cows
    12.1.3. Stars
    12.1.4. Question marks
    12.1.5. Limitations of the matrix
  12.2. A BCG Growth Matrix example

13. AIDA MODEL
  13.1. AIDA Model Hierarchy
    13.1.1. First step: attention
    13.1.2. Second step: interest
    13.1.3. Third step: desire
    13.1.4. Fourth step: action
  13.2. New Developments in the AIDA Model
    13.2.1. AIDCAS model
    13.2.2. REAN model
    13.2.3. NAITDASE model

14. Marketing Funnel
  14.1. Advantages of Marketing Funnels

15. Kotler’s 5 A’s of Sales Marketing
  15.1. What are Kotler’s 5 A’s?
  15.2. Kotler’s 5 A’s of the customer path stages
    15.2.1. Aware
    15.2.2. Appeal
    15.2.3. Ask
    15.2.4. Act
    15.2.5. Advocate

16. Blue Ocean Strategy

17. PESTLE Analysis
  17.1. PESTLE Elements

18. Pirate Metrics, AAARRR Framework
  18.1. Awareness
  18.2. Acquisition
  18.3. Activation
  18.4. Revenue
  18.5. Retention
  18.6. Referral

19. Hook Model
  19.1. Hook Model: How Does It Operate?
    19.1.1. Trigger
    19.1.2. Action
    19.1.3. Variable rewards
    19.1.4. Investment

20. STEPPS Framework
  20.1. Social Currency
  20.2. Triggers and Emotions
  20.3. Public and Practical Value
  20.4. Stories

21. Honeycomb Model
  21.1. Seven Social Media Honeycomb Components
  21.2. Implementing the Honeycomb Method in SMM

22. Bullseye Marketing Framework
  22.1. Step 1: Consider Your Target Audience
  22.2. Step 2: Review the traction channels in the Bullseye Framework
  22.3. Step 3: Monitor Your Customer Acquisition Cost
  22.4. When should you use the Bullseye Framework?

23. RACE Model
  23.1. What does RACE stand for?
    23.1.1. Reach
    23.1.2. Act
    23.1.3. Convert
    23.1.4. Engage
  23.2. Should you choose the RACE model?

24. Lean Canvas Model
  24.1. Exploring the 9 Key Components of the Lean Canvas
    24.1.1. Problem
    24.1.2. Customer segments
    24.1.3. Unique value proposition
    24.1.4. Solution
    24.1.5. Channels
    24.1.6. Revenue streams
    24.1.7. Cost structure
    24.1.8. Key metrics
    24.1.9. Unfair advantage
  24.2. How to fill Lean Canvas?

25. Pragmatic Marketing Framework

26. Jobs-to-be-Done: A Framework for Customer Needs
  26.1. Who are your customers?
  26.2. What types of jobs are they getting done?
  26.3. Customer’s desired outcomes
  26.4. What are the implications?

27. Flywheel Model
  27.1. Flywheel Marketing Model’s Benefits
  27.2. Various components and advantages of the flywheel model
  27.3. 5 Ways to Use Flywheel Marketing Model to Deliver Better Customer Experiences

28. SERVQUAL Model of Service Quality
  28.1. History of the SERVQUAL Model
  28.2. SERVQUAL Model of Service Quality and it’s shortcomings
  28.3. Expectancy pattern
  28.4. SERVQUAL Model of Service Quality Dimensions
  28.5. Five gaps of the SERVQUAL Model of Service Quality
    28.5.1. Knowledge gap
    28.5.2. Standards gap
    28.5.3. Delivery gap
    28.5.4. Communications gap
    28.5.5. Satisfaction gap

29. ZMOST framework
  29.1. Methodologies
  29.2. Benefits

30. 5C Analysis
  30.1. Company
  30.2. Collaborators
  30.3. Customers
  30.4. Competitors
  30.5. Context

31. Net Promoter Score
  31.1. Utilizing the Net Promoter Score
  31.2. Breakdowns of scores
  31.3. How to determine your Net Promoter Score (Example)

32. Content Marketing Matrix
  32.1. What is a Content Marketing Matrix?
  32.2. How does the content matrix actually operate?
  32.3. Content Marketing Matrix Axes
  32.4. What advantages does the content marketing matrix offer?

33. Service-dominant logic
  33.1. What is service-dominant logic?
  33.2. Ten underlying assumptions of S-D Logic

34. Product Strategy and Management
  34.1. Product Life Cycle
  34.2. How the Product Life Cycle Works
    34.2.1. Introduction stage
    34.2.2. Growth stage
    34.2.3. Maturity stage
    34.2.4. Decline stage
  34.3. Advantages of Using the Product Life Cycle

35. Target Market
  35.1. How Do You Define Your Product’s Target Market?
  35.2. What Are the 4 Target Segmentation?
    35.2.1. Geographic Segmentation
    35.2.2. Demographic segmentation
    35.2.3. Psychographic Segmentation
    35.2.4. Behavioral segmentation
  35.3. Example of a Target Market
  35.4. Target Markets: Why Are They Important?

36. Product-Market Fit
  36.1. Why is it Important?
  36.2. Who is in charge of ensuring product-market fit?
  36.3. How is the Product-Market Fit Index Calculated?
  36.4. How Can Your Product Achieve It?

37. Competitor analysis
  37.1. Identify Your Competitors
  37.2. Collect data
  37.3. Analyse Data
  37.4. Use the Insights
  37.5. Monitor and Update

38. Product Positioning Statement
  38.1. Four Parts of a Product Positioning Statement
    38.1.1. Target audience
    38.1.2. Pain points
    38.1.3. Alternatives and competitors
    38.1.4. Product differentiators

39. BCG Matrix
  39.1. What is a BCG matrix?
  39.2. What advantages does a BCG matrix offer?
  39.3. What are the limitations of a BCG matrix?
  39.4. How do you create a BCG matrix?
  39.5. BCG quadrant
    39.5.1. The star
    39.5.2. Cash cows
    39.5.3. Dogs
    39.5.4. Question marks
  39.6. How do you use the BCG matrix to strategize?
  39.7. Four ways to strategize for your company using the BCG matrix
  39.8. What is the role of cash flow in the BCG matrix?
  39.9. What is a real example of the BCG matrix?

40. GE-McKinsey Matrix
  40.1. Origins
  40.2. Strategic implications
  40.3. Selectivity/Earnings Strategy

41. Product positioning
  41.1. How do you define a unique selling position?
  41.2. How to identify your unique selling position?

42. What is product positioning?
  42.1. Why is the positioning of a product important?
  42.2. What are the types of product positioning?
    42.2.1. Price-based positioning
    42.2.2. Lifestyle-based positioning
    42.2.3. Characteristics based positioning
    42.2.4. Quality or prestige-based positioning

43. Positioning mapping
  43.1. Creating a positioning map

44. Choice of marketing channels
  44.1. Factors influencing choice of a marketing channel
  44.2. Target Market Coverage
  44.3. Product-Related Factors
    44.3.1. Unit value
    44.3.2. Perishability
    44.3.3. Dimension and weight
    44.3.4. Standardization
    44.3.5. Product’s technical nature
  44.4. Product life-cycle stage
  44.5. Competitive environment
  44.6. Company resources and capabilities

45. Offline Marketing Channels
  45.1. Retail Outlets
  45.2. Direct Mail
  45.3. Telemarketing
  45.4. Trade Shows
  45.5. Events

46. Online Marketing Channels
  46.1. Email Marketing
  46.2. Social Media Marketing
  46.3. Content Marketing
  46.4. Search Engine Optimization (SEO)
  46.5. Pay-Per-Click (PPC) Advertising
  46.6. Affiliate Marketing
  46.7. Influencer Marketing

47. Emerging Marketing Channels
  47.1. Mobile Marketing
  47.2. Virtual Reality/Augmented Reality Marketing
  47.3. Voice Search Optimization

48. Key Performance Indicators (KPIs) for Channel Performance
  48.1. Sales Revenue
  48.2. Customer Acquisition Cost (CAC)
  48.3. Customer Lifetime Value (CLV)
  48.4. Conversion Rate
  48.5. Customer Retention Rate
  48.6. NPS (Net Promoter Score)
  48.7. Social Media Engagement
  48.8. Web Traffic Sources
  48.9. Email Click-Through and Open Rates
  48.10. Return on Investment (ROI)

49. Marketing Budgeting
  49.1. Factors influencing marketing budget
    49.1.1. Business Size and Stage
    49.1.2. Industry Norms
    49.1.3. Business objectives and goals
    49.1.4. Market Opportunities and Challenges

50. Setting a Marketing Budget
  50.1. Percentage of Sales Method
  50.2. Competitive Parity Method
  50.3. Objective and Task Method
  50.4. Zero-Based Budgeting Method

51. Allocating the Marketing Budget
  51.1. Through marketing channels
  51.2. Through Marketing Activity
  51.3. By Product or Service Line
  51.4. By Geographic Market
  51.5. By Customer Segment

52. International Market
  52.1. Cultural Factors
  52.2. Economic Factors
  52.3. Legal and Political Factors
  52.4. Localization Versus Standardisation

53. Market Entry Strategies
  53.1. Direct Exporting
  53.2. Indirect Exporting
  53.3. Licensing
  53.4. Franchising
  53.5. Joint Ventures
  53.6. Strategic Partnerships
  53.7. Foreign Direct Investment (FDI)

54. Understanding Consumer Behavior
  54.1. Why is Consumer Behavior Important?
  54.2. Different types of consumer behavior
    54.2.1. Impulsive Buying Behavior
    54.2.2. Habitual Buying Behavior
    54.2.3. Variety-Seeking Buying Behavior
    54.2.4. Social Buying Behavior
    54.2.5. Ethical Buying Behavior

55. Process of Consumer Decision-Making
  55.1. Problem Recognition
  55.2. Evaluation of Alternatives
  55.3. Purchase Decision
  55.4. Post-Purchase Behavior

56. Conclusion