Mastering Marketing

Product marketing is all about creating a brand and product that is in tune with your customers. To do so, product marketers work on positioning, messaging, customer feedback, and overall marketing strategy.

Positioning refers to how the product is placed in the market. What makes it different from other products? And who does it sell to?

Messaging is the message the product "sends" to the customer. In its marketing, packaging, and branding, the product tells customers what it does, who should use it, and why it should be purchased. Marketers must answer these questions in order to reach the customer.

Customer feedback occurs once a product is already out in the market -- you'll learn about this in our last lesson!

And overall marketing strategy? We'll guide you from start to finish. From market research to targeting, to segmentation, and to the marketing mix and innovation adoption process, you'll learn how to be a product marketing pro!

In a world bursting with products and innovations, how can you ensure that what you create brings true value to your customers?


In this course, you will learn to demystify the consumer. Who is he and what is he looking for? How is he affected by the world around him and how does that change what he is looking for from your product? And finally, what tools are at your disposal to meet his needs?


To answer these questions and more, join Dr. Marcel Cohen in learning Mastering Marketing. Taught at Imperial College for many years, the material of this course is designed to give MBA and non-MBA students alike a chance to master the foundations of marketing.

Dr. Marcel Cohen

Former Director of the Distance Learning MBA at Imperial College



Intro: Welcome to Mastering Marketing

Looking to master the art of marketing?

You're in the right place! Join Dr. Marcel Cohen for a comprehensive dive into the fascinating world of product marketing. Along the way, he'll share his personal insights from several decades in the field, as well as his analysis of the marketing strategy of well-known brands like Levi's, Hershey's, Dropbox, and more. 


Market Research

Understanding customer needs is at the heart of mastering marketing.

How do you accomplish this? Like learning most new things, understanding your customer's needs starts with a good research process. In this lesson we'll learn the 4 questions that lead to good market research: 

  1. Why are you researching?

  2. What do you want to find out? 

  3. Where does the information exist?

  4. How can you gather it? 


Market Segmentation

Want your product to bring value to your customers? A product they'll love and be willing to pay higher prices for? 

The answer lies in understanding what's important to each group of your customers. Dividing the market into smaller sections that have similar tastes is the key to this. In this lesson, you'll learn:

  • What a market segment is.

  • How to find different marketing segments that are relevant to your product.


The Marketing Mix

It's time to customize your product! Not sure you're ready? Don't worry, you'll have four little helpers to assist you. Join this lesson to learn about the Marketing Mix, the four fail-proof tools every marketer has to help them know exactly how to tailor their products.


Innovation Adoption Process

Meet Gadget Gary and Nokia Nick. They're just two of the many types of customers you'll encounter as your new product spreads. And all these customers need different things to adopt your product, so it's worthwhile for you to get to know them. Quirks and all.

The Diffusion of Innovation is a model that explains how customers adopt products at different rates, based on how adoptive they are of new products. In this lesson, you'll learn the 5 segments of the population who adopt products at different places and what they need to see to adopt your product:

  1. Innovators

  2. Early adopts

  3. Early majority

  4. Late majority

  5. Laggards

Join us to learn how!


The Consumer Landscape

How can you see into the future of what your customers want? How are different customer trends important to marketing?

In this lesson, you will learn about societal trends that have affected consumer behavior over the past few decades. You will see how smart companies respond to changes in the market and what happened when Procter & Gamble, a Fortune 100 company, failed to stay on top of societal trends.



What does chocolate have to do with market approach? Well, it all depends on who's eating it! How was Hershey's marketing approach different for their Reese's Pieces peanut butter cups and their famous Hershey's kisses?

In this lesson, you'll learn:

  • Different approaches for companies to target consumers when they launch a new product.

  • What factors go into each approach and what are their pros and cons?


Case Study: Segmentation

Can market segments really help small businesses compete against huge enterprises?​

That's the question Nigel, owner of a chain of paint shops in England was facing. The once-successful family business was being undercut by huge warehouses ​and it looked like Nigel's days in the industry were over. That is until he turned to Marcel for some marketing advice... 

Join us as Dr. Marcel Cohen tells us of a real-life David and Goliath case he worked and find out what a big difference market segments can make!


Customer Adoption Process

Releasing a new product can be pretty scary. After years or months of hard work, the critical moment is here. 

How will your customers react to your product? What do you need to show them before they can adopt your new product? And how can you help guide them along these steps?

In this lesson, you'll learn the 5 stages of the Customer Adoption Process:

  1. Awareness

  2. Interest

  3. Evaluation

  4. Trial

  5. Adoption