1.3.1
Product/service design
The design mix of function, aesthetics and cost, plus social trends: resource depletion, waste minimisation, reuse, recycling and ethical sourcing.
0% complete · 0 of 4 lessons complete
Topic 1.3
Marketing mix and strategy
Understand the decisions behind the marketing mix. Explore how businesses balance the design mix, develop brands, choose promotional methods and set prices. Then examine distribution, the product life cycle and the Boston Matrix.
Lesson completion0%
0 of 28 lessons complete. Only Secure and Mastered lessons count towards this total.
31 min
1.3.2
Branding and promotion
Promotional methods, types of branding and rebranding, the benefits of a strong brand, and building brands online.
0% complete · 0 of 7 lessons complete
- Personal selling and direct marketing206 min · StartNot started
- Advertising, public relations, sponsorship and sales promotions3610 min · StartNot started
- Digital communications and choosing promotional methods339 min · StartNot started
- Types of branding and rebranding339 min · StartNot started
- Benefits of strong branding298 min · StartNot started
- Building a brand: USPs, advertising, sponsorship and social media339 min · StartNot started
- Viral marketing, social media and emotional branding267 min · StartNot started
1.3.3
Pricing strategies
Cost plus, skimming, penetration, predatory, competitive and psychological pricing, and the factors that decide which to use.
0% complete · 0 of 7 lessons complete
- Cost-plus pricing and mark-up calculations369 min · StartNot started
- Price skimming and penetration pricing298 min · StartNot started
- Predatory and competitive pricing226 min · StartNot started
- Psychological pricing206 min · StartNot started
- Choosing a price: differentiation, PED, competition and brand strength348 min · StartNot started
- Choosing a price: product life cycle, costs and profit246 min · StartNot started
- Online sales and price comparison websites298 min · StartNot started
1.3.4
Distribution
Two, three and four-stage channels, choosing a channel, online distribution and the shift from products to services.
0% complete · 0 of 3 lessons complete
1.3.5
Marketing strategy
Product life cycle, extension strategies, the Boston Matrix, product portfolios, mass, niche, B2B and B2C strategies and customer loyalty.
0% complete · 0 of 7 lessons complete
- Product life cycle stages298 min · StartNot started
- Product life cycle: cash flow and marketing implications287 min · StartNot started
- Extension strategies: product and promotion226 min · StartNot started
- Boston Matrix categories3910 min · StartNot started
- Product portfolios, cash flow and marketing decisions369 min · StartNot started
- Strategies for mass, niche, B2B and B2C markets328 min · StartNot started
- Developing customer loyalty226 min · StartNot started