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Marketing · Lessons

Marketing lessons

9 sections · 82 skills · work through the full outline skill by skill — read the long-form lesson or flip through the slide-style version.
Long-form lessonsSlide-style lessons

Marketing

Practice 82 skills across this outline.

Recommended next
Points of Difference vs. Parity
Segmentation, Targeting & Positioning · Positioning & Value Proposition
Long-form lesson
Weighting distribution
18 categories
Promotion & Integrated Marketing Communications · Advertising & Message Strategy
7%
Channels & Distribution · Channels, Intermediaries & Logistics
7%
Segmentation, Targeting & Positioning · Positioning & Value Proposition
6%
Pricing Strategy · Pricing Tactics & Psychology
6%
Ethics, Law & Global Marketing · Ethics, Regulation & Consumer Protection
6%
Marketing Foundations & Strategy · Marketing as Value Creation
6%

Skills

The comprehensive taxonomy of marketing — drill into a card to work its skills.

Segmentation, Targeting & Positioning · Positioning & Value Proposition

5 core skills6% total weight
0/5 completed
5 skills to mastery
1
Points of Difference vs. ParityRecommended
Long-form
2
Defining PositioningAvailable
Long-form
3
Positioning StatementsAvailable
Long-form
4
Perceptual MapsAvailable
Long-form
5
Positioning & Marketing MixAvailable
Long-form

Segmentation, Targeting & Positioning · Segmentation & Market Selection

4 core skills5% total weight
0/4 completed
4 skills to mastery
1
Targeting StrategiesAvailable
Long-form
2
Evaluating Segment AttractivenessAvailable
Long-form
3
Segmentation VariablesAvailable
Long-form
4
Purpose of SegmentationAvailable
Long-form

Promotion & Integrated Marketing Communications · Sales Promotion, PR & Integrated Campaigns

5 core skills4% total weight
0/5 completed
5 skills to mastery
1
Integrated Marketing CommunicationsAvailable
Long-form
2
Promotion PitfallsAvailable
Long-form
3
Public RelationsAvailable
Long-form
4
Sales PromotionsAvailable
Long-form
5
Designing Integrated CampaignsAvailable
Long-form

Promotion & Integrated Marketing Communications · Advertising & Message Strategy

6 core skills7% total weight
0/6 completed
6 skills to mastery
1
Media Planning BasicsAvailable
Long-form
2
Evaluating Ad AlignmentAvailable
Long-form
3
Creative StrategyAvailable
Long-form
4
Promotion Mix ElementsAvailable
Long-form
5
Campaign Effectiveness MetricsAvailable
Long-form
6
AIDA & Customer JourneyAvailable
Long-form

Pricing Strategy · Pricing Tactics & Psychology

4 core skills6% total weight
0/4 completed
4 skills to mastery
1
Evaluating Pricing DecisionsAvailable
Long-form
2
Psychological PricingAvailable
Long-form
3
Price ElasticityAvailable
Long-form
4
Pricing TacticsAvailable
Long-form

Pricing Strategy · Pricing Fundamentals & Objectives

3 core skills5% total weight
0/3 completed
3 skills to mastery
1
Pricing ApproachesAvailable
Long-form
2
Pricing ObjectivesAvailable
Long-form
3
Price as Value SignalAvailable
Long-form

Ethics, Law & Global Marketing · Ethics, Regulation & Consumer Protection

5 core skills6% total weight
0/5 completed
5 skills to mastery
1
Evaluating Ethical DilemmasAvailable
Long-form
2
Consumer ProtectionAvailable
Long-form
3
Marketing Ethics IssuesAvailable
Long-form
4
Data Privacy in MarketingAvailable
Long-form
5
Brand Safety & EthicsAvailable
Long-form

Ethics, Law & Global Marketing · Global & Cross-Cultural Marketing

5 core skills5% total weight
0/5 completed
5 skills to mastery
1
Global Market EntryAvailable
Long-form
2
Global Marketing Case AnalysisAvailable
Long-form
3
Culture & Consumer BehaviorAvailable
Long-form
4
Global Marketing ChallengesAvailable
Long-form
5
Adaptation vs. StandardizationAvailable
Long-form

Marketing Foundations & Strategy · Marketing as Value Creation

5 core skills6% total weight
0/5 completed
5 skills to mastery
1
Needs, Wants & DemandAvailable
Long-form
2
Defining Marketing & Value CreationAvailable
Long-form
3
Marketing & Business StrategyAvailable
Long-form
4
Marketing Concept & Market OrientationAvailable
Long-form
5
Marketing Mix (4Ps/7Ps)Available
Long-form

Marketing Foundations & Strategy · Strategy, Goals & Planning

4 core skills5% total weight
0/4 completed
4 skills to mastery
1
Value PropositionAvailable
Long-form
2
Situation AnalysisAvailable
Long-form
3
Marketing Plan ElementsAvailable
Long-form
4
Writing SMART ObjectivesAvailable
Long-form

Digital Marketing & Analytics · Metrics, Analytics & Experiments

5 core skills5% total weight
0/5 completed
5 skills to mastery
1
A/B TestingAvailable
Long-form
2
Marketing AttributionAvailable
Long-form
3
Funnel AnalysisAvailable
Long-form
4
Marketing KPIs & PerformanceAvailable
Long-form
5
Digital Marketing MetricsAvailable
Long-form

Digital Marketing & Analytics · Digital Channels & Content

5 core skills6% total weight
0/5 completed
5 skills to mastery
1
Social Media StrategyAvailable
Long-form
2
Digital Marketing ChannelsAvailable
Long-form
3
Email MarketingAvailable
Long-form
4
SEO & SEMAvailable
Long-form
5
Content MarketingAvailable
Long-form

Product, Branding & Innovation · Product Strategy & Lifecycle

5 core skills5% total weight
0/5 completed
5 skills to mastery
1
Product Decision Trade-OffsAvailable
Long-form
2
Product Line & MixAvailable
Long-form
3
Services vs. GoodsAvailable
Long-form
4
Product LevelsAvailable
Long-form
5
Product Life CycleAvailable
Long-form

Product, Branding & Innovation · Branding & Innovation

6 core skills6% total weight
0/6 completed
6 skills to mastery
1
Brand & Brand EquityAvailable
Long-form
2
Diffusion of InnovationAvailable
Long-form
3
New Product DevelopmentAvailable
Long-form
4
Product Success/Failure AnalysisAvailable
Long-form
5
Brand ExtensionsAvailable
Long-form
6
Brand Identity, Image & PositioningAvailable
Long-form

Consumers, Markets & Research · Marketing Research & Insights

5 core skills6% total weight
0/5 completed
5 skills to mastery
1
Interpreting Research ResultsAvailable
Long-form
2
Marketing Research MethodsAvailable
Long-form
3
Sampling & Research BiasAvailable
Long-form
4
Designing Research PlansAvailable
Long-form
5
Primary vs. Secondary ResearchAvailable
Long-form

Consumers, Markets & Research · Consumer Behavior Fundamentals

4 core skills5% total weight
0/4 completed
4 skills to mastery
1
Influences on Consumer BehaviorAvailable
Long-form
2
High vs. Low Involvement PurchasesAvailable
Long-form
3
Psychological Drivers of ChoiceAvailable
Long-form
4
Consumer Decision ProcessAvailable
Long-form

Channels & Distribution · Channels, Intermediaries & Logistics

3 core skills7% total weight
0/3 completed
3 skills to mastery
1
Omnichannel StrategyAvailable
Long-form
2
Marketing Channels & IntermediariesAvailable
Long-form
3
Direct vs. Indirect ChannelsAvailable
Long-form

Channels & Distribution · Retailing & Sales

3 core skills4% total weight
0/3 completed
3 skills to mastery
1
Retail FormatsAvailable
Long-form
2
MerchandisingAvailable
Long-form
3
Channel ConflictAvailable
Long-form