Entrepreneurial Marketing

This course clarifies key marketing concepts, methods, and strategic issues relevant for start-up and early-stage entrepreneurs. At this course, there are two major questions: 

1. Marketing Question: What and how am I selling to whom? 
2. New Venture Question: How do I best leverage my limited marketing recourses? 

Specifically, this course is designed to give students a broad and deep understanding of such topics as: 

1. What are major strategic constraints and issues confronted by entrepreneurs today? 
2. How can one identify and evaluate marketing opportunities? 
3. How do entrepreneurs achieve competitive advantages given limited marketing resources? 
4. What major marketing/sales tools are most useful in an entrepreneurial setting? 

Because there is no universal marketing solution applicable to all entrepreneurial ventures, this course is designed to help students develop a flexible way of thinking about marketing problems in general.

Introduction to Marketing

This marketing course features a full set of lecture notes and assignments. The final project is also available in the projects section. 
Course Description 
This course is an introduction to the theory and application of marketing. Marketing topics covered include Customer needs, Company skills, Competition, Collaborators, and Context in marketing and product development (5C's). The course combines cases, discussions, and readings to provide a mix of integrating concepts and hands-on problem solving. 
Technical Requirements 

Microsoft® Excel software is recommended for viewing the .xls files found on this course site. Free Microsoft® Excel viewer software can also be used to view the .xls files.

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Marketing

Welcome to an interactive journey into the world of the marketer. Marketing is a hyperlink book offering a non-linear format with graphics, audio, and videos, which would not be reproducible on paper. It is viewer-oriented, giving the reader the opportunity to jump around and search for certain topics. 

Marketing is available in its entirety on this site. I have taught marketing for many years for college credit and for training in business and industry. Online publication seemed to me to be an appropriate way to offer this information to those who want to learn it. 

Marketing plays a major role in our daily lives. Each day is filled with consuming products made available by marketers. We pay for marketing each time we buy a product. In fact, half of every dollar spent at the retail level goes to cover marketing costs. Marketing is responsible for satisfying customers, which in turn increases our standard of living and quality of life.

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Marketing 101: The Fundamentals

A slide narrated slide deck that gently introduces marketing concepts.
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Marketing information & communications technology (ICT)

This article is about marketing information and communication technology (ICT) products and services. Can you think of a more exciting subject? I doubt it. Even after the end of the well-famed Internet bubble, new technologies are still fascinating to us all. The Internet is now part of our everyday lives. 

First and foremost, one should endeavour to define ICT Marketing. What are such technologies and what is their scope? Where do they begin? When do things cease to be ‘technological?’ What are the boundaries of ICT? These questions may seem trivial but they aren’t. A refrigerator is anything but ICT and that’s for sure. But an Internet-enabled fridge, which enables you to order more food automatically from the supermarket next door, certainly is ICT; besides, with an in-built service capability. 

Figure : Sony PCW1: Is a TV set or a PC?Likewise, all consumer stereo and TV products are not part of ICT, but what about Apple’s iPOD, Sony’s net MD or the Vaio PC-W1 which is a true media centre gathering a hi-fi, a TV set and a computer all in one appliance. Similarly with modern motorcars: are they still mere vehicles or have they become incredibly sophisticated and desirable technological objects? 

To begin with, should we talk about technology or technique or even technicality? Isn’t technology a little grandiloquent a word for what is in fact a suite of technical products or services? Isn’t it a sign that we confer an almost sacred status to whatever is the fruit of our most advanced techniques? Perec had already pointed out the importance of objects in our lives in his book entitled Things [3] but our society has taken that to the extreme. Thus, behind technology, isn’t there a twinge of modern times ‘mythology’ as the consonance would lead as to believe? 

Such thoughts are casting a different light on the subject of marketing of ICT products. The paramount importance of fashion and trends – mixed up with that post-modern passionate quest for immediate authenticity – is key to the understanding of our environment. Such contradiction in terms is best experienced when looking at the websites designed by anti-globalisation movements (cp http://www.left-links.com/global.htm) therefore proving how much such movements are in their turn using globalisation as a tool for promotion.
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Principles Of Marketing

What is marketing? 

Marketing seeks to satisfy the needs of people (customers or the market) (creating a sense of usefulness or utility) through the exchange process. 
The Marketing Mix or the "4 P's" are: 
Product 
Price 
Promotion 
Place (or distribution) 
These are employed to satisfy a target market' or target demographic (the pool of potential customers).
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Principles of Modern Marketing

Define marketing and identify the requirements for marketing to occur. 

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. This definition relates to two primary goals of marketing: (a) assessing the needs of consumers and (b) satisfying them. For marketing to occur, it is necessary to have (a) two or more parties with unmet needs, (b)a desire and ability to satisfy them, (c) communication between the parties, and (d) something to exchange.
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Principles of Marketing Tutorials

KnowThis.com's FREE textbook quality Principles of Marketing tutorial series offers the Web's most detailed coverage of marketing. The tutorials focus on the key concepts and functions that are common to most marketing situations no matter an organization’s size, industry, or geographic location. 

The tutorials are ideal for business students and teachers, anyone who lacks an understanding of key marketing concepts, and even professional marketers who are in need of a quick refresher on the subject.
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QuickMBA Marketing

Marketing Plan 
This is a bare-bones marketing plan template. It contains headings for the basic essentials including situation analysis, market segmentation, alternatives, recommended strategy and its implications. 

Market Segmentation 
An introduction to market segmentation and some bases for segmenting consumer markets and business markets. 

The Marketing Mix 
Diagram of the 4 P's of marketing (product, price, place, and promotion) and a list of some of the decisions to made for each. 

The Product Life Cycle 
An overview of the product life cycle and marketing mix decisions for each stage. 

The Product Diffusion Curve 
Shows the bell-shaped curve describing product diffusion and the different groups of consumers that can be characterized by the curve. 

Positioning 
Al Ries and Jack Trout popularized the concept of product positioning. This is a summary of the ideas put forth in their marketing classic, Positioning: The Battle for Your Mind. 

Marketing Warfare 
A summary of Al Ries and Jack Trout's marketing bestseller viewing marketing from a military perspective. Principles of offensive, defensive, flanking, and guerrilla marketing strategies are presented. 

Market Share 
Calculating market share, reasons to increase market share, drivers of market share, and why a firm might not want to increase market share. 

Marketing Strategy 
Overview of marketing strategy issues, strategic decision making using marketing research results, multi-product resource allocation, product diffusion, and product management strategies. 

Marketing Research 
Marketing research, including problem definition, research design, data types and sources, sampling plan, data collection, data analysis, and reporting of the results. 

Questionnaire Design 
Covers the questionnaire design process for the marketing survey, including question structure and wording, response types, question order, and the testing of the questionnaire. 

Conjoint Analysis 
A brief introduction to conjoint analysis, including how it can improve the accuracy of determining consumer preferences and the steps involved.