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Marketing fundamentals

Segmentation, positioning, the mix and the metrics, applied to cases the way the exam does. Placeholder content.

10 lessons · about 3.3 hours · First marketing course, preparing for the exam

The syllabus, mapped

  1. 01Segmentation, targeting and positioning — The framework every case is answered with.
  2. 02The marketing mix — The four Ps, applied rather than listed.
  3. 03Consumer behaviour — Where the case questions come from.
  4. 04Diffusion and the product life cycle — Reliably examined.
  5. 05Measuring marketing — The numbers questions.

The 10 lessons

  1. 01Segmentation, targeting and positioning: the ideas · free
  2. 02Segmentation, targeting and positioning: exam problems
  3. 03The marketing mix: the ideas
  4. 04The marketing mix: exam problems
  5. 05Consumer behaviour: the ideas
  6. 06Consumer behaviour: exam problems
  7. 07Diffusion and the product life cycle: the ideas
  8. 08Diffusion and the product life cycle: exam problems
  9. 09Measuring marketing: the ideas
  10. 10Measuring marketing: exam problems

The first lesson is free. The other 9 (3.3 hours in all) cost $8.42 bought together.

Or $1.70 a lesson one at a time, or $20.00 a month for Minimal — cheaper once you take more than ~11 lessons a month.

Try a block from the first lesson: Segmentation, targeting and positioning: the ideas
Labelled diagram · diffusion of innovationsFIVE SEGMENTS
Innovators2.5%Early adopters13.5%Early majority34%Late majority34%Laggards16%

Adoption spreads through five groups, and each needs a different kind of evidence before it moves — which is why one message never reaches all of them. Pick a segment to read what it takes.

The width of each band is its real share of the market.

Market segmentation means

Pick an option.

Free account. The course comes with you; nothing is charged for the first lesson.

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