Mastering Product Marketing

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What is this course about?

Do you need to be naturally creative to work in marketing? Popular culture seems to tell us so. It seems that marketers spend their days dreaming up catchy slogans and beloved jingles. And they always seem to know exactly what their customer wants at any given moment. Naturally and effortlessly. But actually, this image is false. Just like any other discipline, marketing has its own rules. Tools you can learn how to use. So, what are these tools? Well, they’re called the marketing mix. They are product, promotion, place, and price. Never heard of these tools? Well, then I recommend you take a step back and check out Alpe's Mastering Marketing audio course, where we introduce the basic principles of marketing. If you have heard of these tools and want to dive deeper into how to use each one then this is the series for you! In this course, the first one in the series, we’ll focus on the first of the 4 P’s. Product. It might seem obvious that you need to focus on your product in order to bring value to your customer. However, where do you start? How can you train yourself to view your product from your customer’s perspective? What components of your product can be changed and which should stay the same? How can you use your product features to deal with competition? And finally, how can you build a product portfolio so that you can stay organized and focused on using your product to give your customers the highest value in the market? These are all difficult questions that should be taken seriously. And that’s what this course is for. In this course, you’ll learn: • How to view your product from your customers perspective • Strategies for dealing with competition • Differences in marketing products vs services • How to create a product portfolio By the end of this course, you’ll learn to transform your product itself into a powerful marketing tool. Join us!


Meet Phillip Kotler. Considered by many to be the father of marketing, Kotler developed the foundational marketing principles that make up the discipline today. 

The four P’s are one of Kotler’s most influential and practical tools. Each one of the P’s represents another tool marketers use to customize their product to their target audience. In this course, we’ll focus on the first P, Product. How can we adjust the features of our product to gain an edge over our competitors?

In this course you’ll learn:

• How to view your product from your customers perspective
• Strategies for dealing with competition
• Differences in marketing products vs services

Join us to get started!

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Why do products fail? What mistakes do we make when marketing new products? Knowing what mistakes are common is the first step to preventing them and becoming a master marketer!

In this lesson we’ll cover:
• How to see your product from your customer’s perspective
• 3 reasons why products fail and how to prevent them

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By now, you might have noticed that not all products are created equal. From jeans to chocolate to consultancy to technology...there are no rules dictating what a product must look like. But what does this mean for us, as marketers? Are the rules for marketing chocolate different from the rules for marketing technology? 

They are! And as marketers, it’s crucial that you learn how to properly categorize your product so that you can market it easily and effectively. 

In this lesson you will learn:
• The different features of a product: core and augmented
• How to classify products into different categories
• How each category has its own marketing rules


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We all know that products come and go. But, did you know that the product life cycle is actually very similar to the human life cycle? And just like people, your product will have different needs at the different stages of its life. It’s up to us as marketers to determine exactly what our product needs when. 

In this lesson you will learn:
• The four stages of the product life cycle
• Which marketing tool to focus on in each stage
• How to revive a dying product

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What’s a good story without a villain?

Today we’ll be talking about the villain of the marketing story...competition. Just when you think your product has finally achieved success, competition will spring up and try to steal profit away from you. So how can you make sure your product stays strong despite the inevitable competition?

Join us to find out!

In this lesson, you’ll learn:
• When and why we see competition in the product life cycle
• Two methods for beating out your product’s competition: differential advantages and product repositioning

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Once you learn the principles of marketing, you’ll soon start seeing them everywhere you go. You’ll begin evaluating the marketing choices the company around you are making. Pretty soon, you’ll have own opinions about which companies are taking full advantage of their marketing opportunities and which could definitely improve in that area!

In this lesson, you’ll hear Marcel’s analysis of Eurostar, a European train service. He’ll demonstrate how the principles taught in this course helped him pick up on ways this well-established company could enhance their marketing strategy:

Through this discussion you’ll get a chance to review:
• The importance of knowing your product’s core and augmented features
• How to define a product space
• How to use repositioning to gain an edge on competition

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Did you know that over 70% of the US GDP comes from the service industry? It’s true! And while job growth in the US has slowed considerably in recent years, the service industry is still doing well. And just like goods, services need to be marketed.

So, as marketers we must ask ourselves: what are the special considerations that come with marketing services? How are their marketing needs similar to goods? How are they different?

Join us to find out!

In this lesson, you’ll learn about the four unique traits of services and their marketing implications. They are:
• Intangibility
• Variability
• Inseparability
• Perishability

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What is the difference between marketing goods and services? What new questions and considerations do we need to take into account?

Join us today for a new look at The Marketing Mix. Together, we’ll see how these tools can be used to market services as well. However, when it comes to services, they might look just a little different than you remember them...we’ll see how:
• When it comes to Price, lower isn’t always better
• Place is more important than ever
• Not all Promotion is created equal
• There’s a whole new “P” that we must now add to the mix

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So, you want to add a new product to your line. Good for you! More products equals more profit, right?

Well, not always. Sometimes, adding a new product can actually do more harm than good. So, how do you know if it’s the right choice?

In this lesson, we’ll talk about what considerations come into play when expanding your product line. What is your potential to make money? What is your potential to lose money?

In this lesson, you’ll learn:
• What it means for two of your own products to compete with one another
vWhat product cannibalization is and when it’s a problem

See you there!

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Courses Authors

Dr. Marcel Cohen

former Director of the Distance Learning MBA

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