BUS502: Brand Positioning | Saylor Academy

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Watch this video about brand positioning from 6:47 to 15:07. Then, watch from 19:36 to 42:05 for information about the impact of brands, brand architecture, and best practices for brand positioning with examples. What is a brand you feel connected to personally? Why? How has that brand met or exceeded your expectations?

Source: Scott Kabat and Harlan Kennedy, https://www.youtube.com/watch?v=b1weU7OMQ-E
This work is licensed under a Creative Commons Attribution 3.0 License.

Last modified: Tuesday, 11 October 2022, 6:13 PM

Course Introduction

Course Syllabus

Unit 1: Marketing Planning Process

1.1: Marketing Plans and Strategies

Marketing Plans and Strategies

Creating the Marketing Strategy

1.2: Environmental Analysis

SWOT Analysis

Internal and External Factors

PESTEL

An Organization and Its Environment

1.3: The Marketing Mix

An Organization and Its Environment

The 4 Ps

1.4: Segmentation, Targeting, Positioning, and Differentiation

Segmentation, Targeting and Positioning

The Purpose of Market Segmentation and Targeting

Segmentation Criteria and Approaches

Choosing a Segmentation Approach and Target Segments

Defining Your Target Market

Targeting Strategies and the Marketing Mix

Defining Positioning and Differentiation

The Positioning Process

Implementing Positioning Strategy

Differentiation

1.5: Ethics and Social Responsibility

Why It Matters: Ethics and Social Responsibility

Issues in Marketing

Common Ethical Concerns in Marketing

Ethics in Data Collection and Advertising

Socially Responsible Marketing Strategies

CSR and Your Marketing Strategy

How Social Responsibility in Marketing Works

How Social Responsibility in Marketing Works

Unit 1 Study Resources

Unit 1 Review Video

Unit 1 Review Slides

Study Guide: Unit 1

Unit 1 Assessment

Unit 1 Assessment

Unit 2: Marketing Research

2.1: Marketing Research

The Importance of Marketing Information and Research

Types of Marketing Information

Marketing Research Defined and Research Typologies

2.2: The Marketing Research Process

The Marketing Research Process

Identifying Marketing Research Questions

2.3: Primary and Secondary Research

Secondary Marketing Research

Marketing Data Sources

An Introduction to Secondary Data

Internal Secondary Data

External Secondary Data

Customer Relationship Management Systems

Artificial Intelligence and Information

Primary Marketing Research Methods

Introduction to Common Types of Primary Data in Marketing Research

2.4: Research Design

Types of Research Design

Exploratory, Descriptive, and Casual Research Designs

2.5: Data Evaluation and Analysis

Analyzing Data

Evaluating Secondary Data and Research in Marketing, Part 1

Evaluating Secondary Data and Research in Marketing, Part 2

2.6: Using Research Results

Using Marketing Information

Developing Insights and An Action Plan

Putting It Together: Marketing Research and Information

Unit 2 Study Resources

Unit 2 Review Video

Unit 2 Review Slides

Study Guide: Unit 2

Unit 2 Assessment

Unit 2 Assessment

Unit 3: Consumer Behavior

3.1: Consumer Behavior

An Overview of Consumer Behavior

Why It Matters: Consumer Behavior

Consumer Behavior in the Marketing Process Framework