Principles of Marketing I — Customer Value and Market Intelligence

The first of three courses adapted from OpenStax Principles of Marketing, connecting customer value and coordinated marketing decisions to strategy, measurement, research design, and decision-ready market intelligence.

2 sections · 6 lessons

Course outline

Value and Direction

  1. Value Organizes Marketing
  2. The Four Ps Must Fit
  3. Strategy Connects Choices
  4. Plans Need Decision Metrics

Evidence for Decisions

  1. Research Design Follows Questions
  2. From Sample to Intelligence
  3. Choose the Next Market Test

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