Customer insights on marketing. Master a new marketing framework that focuses on value creation and the consumer.
Suggested by: Coursera (What is Coursera?)
No prior knowledge required
No unnecessary risks
This is a master workshop as part of Jagdish Sheet’s new marketing experience, which focuses on customers and includes the new reality of the market, the marketing productivity crisis, the exclusion of marketing, and the marketing approach.
Professor Jagdish Sheeth, winner of the 2020 Padma Bhushan Award for Literature and Education, guides you through why the 4 A’s of marketing are more relevant in the age of social media, technology, and emerging markets.
Professor Sheath shares insights and experience from decades, extensive research, and recommendations from a variety of industry leaders to help upgrade your marketing to a more global and customer-centric application.
Learners will discover why the 4 A’s of marketing are more relevant than the 4 P’s of marketing. They will tackle marketing challenges arising from emerging markets, technology, public perception of marketing, and social media, as presented by Professor Sheeth, in order to apply the knowledge acquired to practical, real-world situations.
Marketing managers are facing new challenges in the modern marketplace. The most common method of marketing management is the 4Ps (price, product, place, and promotion). However, the intention is to understand marketing from the customer’s perspective. The 4A’s reflect customer needs: affordability, accessibility, affordability, and awareness. It is important to know that these types of marketing provide value to customers, thereby contributing to business success.
Technology is always influencing marketing, especially in areas such as branding, packaging, distribution and sales. This course focuses on the impact of digital technology on all aspects of marketing, including the 4P’s, word of mouth marketing and market research. It also discusses the impact of social media and user-generated content.
The rise of emerging economies is bringing about significant changes in marketing methods. The traditional approach of adapting products and services to advanced economies is not successful in emerging markets, mainly due to accessibility and economic capacity. During the course, we will learn about the five aspects in which emerging markets are different.
This course focuses on improving efficiency and effectiveness in the world of marketing. It promotes the idea that marketing should benefit all parties involved. There is importance in internal marketing and targeting additional audiences beyond the customer, such as investors and the community.
