Lecture

Marketing Plan: Strategy, Implementation, and Ethics

Graph Chat

Chat with Graph Search

Ask any question about EPFL courses, lectures, exercises, research, news, etc. or try the example questions below.

DISCLAIMER: The Graph Chatbot is not programmed to provide explicit or categorical answers to your questions. Rather, it transforms your questions into API requests that are distributed across the various IT services officially administered by EPFL. Its purpose is solely to collect and recommend relevant references to content that you can explore to help you answer your questions.

In course

MGT-401: Strategic marketing & technology commercialization

This course teaches students the power of building and implementing marketing strategies in order to help businesses to commercialize successfully their technological innovations.
It offers a large overview of modern marketing and is not suited for stude ...

Description

This lecture introduces the marketing plan as a strategic tool for assessing opportunities, defining objectives, and implementing marketing activities. It covers strategic and operational components, implementation processes, and performance control. The instructor also delves into the importance of ethics in marketing, using the Ford Pinto case as a real-life example to highlight the ethical dilemmas faced by businesses. Lessons learned include the impact of systems and biases on decision-making, individual responsibilities, and reputation management.

Official source

Ontological neighbourhood

Business

Marketing: Product promotion

Related concepts (32)

Marketing communications

Marketing Communications (MC, marcom(s), marcomm(s) or just simply communications) refers to the use of different marketing channels and tools in combination. Marketing communication channels focus on how businesses communicate a message to its desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion.

Marketing management

Marketing management is the organizational discipline which focuses on the practical application of marketing orientation, techniques and methods inside enterprises and organizations and on the management of a firm's marketing resources and activities. Marketing management employs tools from economics and competitive strategy to analyze the industry context in which the firm operates. These include Porter's five forces, analysis of strategic groups of competitors, value chain analysis and others.

Outline of ethics

Ethics or moral philosophy is a branch of philosophy that involves systematizing, defending, and recommending concepts of right and wrong conduct. The field of ethics, along with aesthetics, concern matters of value, and thus comprise the branch of philosophy called axiology. The following outline is provided as an overview of and topical guide to ethics.

Marketing mix modeling

Marketing mix modeling (MMM) is statistical analysis such as multivariate regressions on sales and marketing time series data to estimate the impact of various marketing tactics (marketing mix) on sales and then forecast the impact of future sets of tactics. It is often used to optimize advertising mix and promotional tactics with respect to sales revenue or profit. The techniques were developed by econometricians and were first applied to consumer packaged goods, since manufacturers of those goods had access to accurate data on sales and marketing support.

Target market

A target market, also known as serviceable obtainable market (SOM), is a group of customers within a business's serviceable available market at which a business aims its marketing efforts and resources. A target market is a subset of the total market for a product or service. The target market typically consists of consumers who exhibit similar characteristics (such as age, location, income or lifestyle) and are considered most likely to buy a business's market offerings or are likely to be the most profitable segments for the business to service by OCHOM Once the target market(s) have been identified, the business will normally tailor the marketing mix (4 Ps) with the needs and expectations of the target in mind.

Related lectures (64)

Tactical Marketing: Execution

Delves into tactical marketing strategies, income statements, pricing decisions, and the influence of digital marketing and user-generated content.

Pitch II: Teams 8-14

Covers the presentation of business models, strategies, and marketing plans by teams 8 to 14, emphasizing the importance of feedback and innovative ideas like solar outfits with built-in charging capabilities.

Entrepreneurial Marketing MOOC: Launching New Ventures

Explores entrepreneurial marketing, pricing strategies, guerrilla marketing, and public relations for innovative start-ups.

Strategic Marketing and Technology Commercialization

Covers strategic marketing, technology commercialization, market forces, trends, segmentation, channels, niche markets, and research processes.

Strategic Marketing: Understanding Customer Needs and Value Proposition