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Marketing Fundamentals

with Drew Boyd

Video: Welcome

Provides a roadmap for how to develop, implement, and measure a successful marketing plan.
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  1. 1m 42s
    1. Welcome
      1m 24s
    2. Using the exercise files
  2. 16m 28s
    1. Marketing in an organization
      3m 32s
    2. Understanding the planning process
      3m 23s
    3. Assembling the team
      3m 32s
    4. Creating the marketing plan
      2m 56s
    5. Understanding B2B vs. B2C marketing
      3m 5s
  3. 25m 22s
    1. Focusing on your core business
      2m 29s
    2. Determining your marketing plan's scope
      3m 15s
    3. Researching the competition
      3m 49s
    4. Analyzing your products
      3m 19s
    5. Analyzing your customers
      3m 47s
    6. Analyzing the buying process
      4m 28s
    7. Analyzing your market
      4m 15s
  4. 16m 24s
    1. Segmenting your customers
      4m 23s
    2. Targeting your customers
      3m 55s
    3. Positioning your message
      4m 46s
    4. Setting goals
      3m 20s
  5. 35m 23s
    1. Understanding the 4Ps model
      2m 50s
    2. Creating the right products and services
      3m 38s
    3. Setting prices
      4m 11s
    4. Communicating price
      3m 5s
    5. Setting promotional objectives
      4m 1s
    6. Sending your promotional message
      2m 59s
    7. Using social media to promote your products
      3m 58s
    8. Understanding distribution channels
      3m 32s
    9. Designing distribution channels
      3m 20s
    10. Integrating all four Ps
      3m 49s
  6. 9m 55s
    1. Presenting to leadership teams
      3m 9s
    2. Educating the sales team
      3m 27s
    3. Guiding vendors and agencies
      3m 19s
  7. 12m 24s
    1. Budgeting
      3m 7s
    2. Measuring key performance indicators (KPIs)
      3m 26s
    3. Calculating break-even points
      2m 49s
    4. Calculating customer lifetime value
      3m 2s
  8. 10m 53s
    1. Addressing organizational challenges
      3m 23s
    2. Mastering marketing thinking
      3m 16s
    3. Next steps
      4m 14s

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Marketing Fundamentals
Video Duration: 0s 2h 8m Beginner


View Course Description

Whether you're rebuilding your marketing program from the ground up or leading the first campaign of your career, this course will help you lay the foundation for a successful marketing endeavor. Drew Boyd is a professor and consultant with 30+ years of marketing experience for major brands. In this course, he explains marketing's role in an organization; provides frameworks for analyzing a business, its customers, and its competitors; and shows how to develop a successful marketing strategy and use that strategy to inform everything from pricing to promotion.

You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.

Topics include:
  • Marketing in an organization
  • Assembling the team
  • Creating the marketing plan
  • Analyzing your products, customers, and market
  • Segmenting customers
  • Creating a value proposition
  • Developing a strategy
  • Setting goals
  • Setting prices
  • Using social media
  • Presenting your plan to leadership
  • Budgeting your plan
  • Measuring success
Business Marketing


Whether you're marketing a new product, a new service, or even marketing yourself, you'll be more successful if you follow a structured process. After all, there's a lot at stake when you're trying to market something. I'm Drew Boyd, and I've been in the marketing profession for over 30 years. I teach marketing to graduate students, and I help companies improve their marketing effectiveness. In this course, I'll share with you a framework for analyzing a market, developing effective strategies, and creating tactical marketing programs that link to your strategy.

I'll also share how to run the marketing planning process. And how to organize a cross-functional team to help you create a marketing plan. If you work in the marketing function now, this course can help you sharpen your skills, and add more depth to your current programs. If you're thinking of moving into marketing as a career, understanding the marketing planning process is an essential first step. Marketing is an exciting field, but it has to be practiced responsibly and ethically. Through the concepts I'll share with you in this course, you'll begin to develop the skills that'll help you do just that.

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