Marketing Introduction: The Science and Art of Marketing (course "Marketing Fundamentals": Module 1)

Описание: Have you ever wondered what marketing truly is? Forget wrong or narrow definitions of marketing. In this introduction to marketing, I align the fundamentals of marketing through a classic artistical lens, comparing its core principles to the masterful process of a sculptor revealing a statue within a block of stone.

Join me for Module 1 of my "Marketing Fundamentals" lecture series where I explore the essential duality of marketing: the rigorous, data-driven science and the intuitive, creative art. The contents cover the foundational philosophy of creating customer value to the strategic execution of a modern marketing plan.

Whether you are a student, a business professional, or an entrepreneur, this presentation will provide you with a robust basic understanding how marketing identifies potential, creates value, and drives the very purpose of business.

For more business and marketing insights:
Linkedin -   / matthias-glaser-marketing  
Youtube -    / @matthiasglaserphd_marketing  
https://www.matthiasglaser.com/

Free to read article about how to improve storytelling in advertising:
https://www.tandfonline.com/doi/full/...

More on Business Frameworks (playlist):
   • Marketing & Business Frameworks/Theories  

References
Bruhn, M. (2019). Marketing: Grundlagen fur Studium und Praxis (14., uberarb. Aufl. 2019 edition.). Springer.
Homburg, C. (2020). Grundlagen des Marketingmanagements: Einführung in Strategie, Instrumente, Umsetzung und Unternehmensführung (6. Aufl. 2020). Springer Fachmedien Wiesbaden.
Kotler, P., Armstrong, G., Harris, L. C. & Piercy, N. (2019). Grundlagen des Marketing. (7th ed.). Pearson Deutschland.
Kotler, P., Keller, K., Brady, M., Goodman, M., Hansen, T. (2016): Marketing Management, 3rd (European ed.), New Jersey: Pearson Education International.

Contents:
00:00 - Marketing Misconceptions and Resulting Issues
02:42 - Revealing the Value Within a Market
03:28 - The Duality of Marketing: Where Science Meets Art
04:16 - The Core Definition and Purpose of Marketing
06:25 - Definition of Marketing
08:30 - The Five-Step Marketing Process
11:22 - Interactive Target Market Challenge: Advising Gustav Klimt
17:16 - Understanding Markets: Human Needs, Wants, and Demand
26:37 - The Marketing Concept: A Customer-First Philosophy (align your company strategically)
30:51 - The Marketing Program = Marketing Mix: The 4 Ps (Product, Price, Place, Promotion)
32:17 - Knowledge Check: The 4 Ps
33:06 - The Evolution of Marketing Understanding
34:31 - The "Universalism" of Marketing: Scope and Applications Across Industries and Seven Key Perspectives of Marketing
37:22 - The Contemporary Marketing Landscape

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