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Learning Outcomes
Objectives and goalsClick to read ![](./img/book-icon-n.png)
At the end of this module you will be able to:
Understand how businesses generate values
Determine the role of marketing in this value-generation process
Outline the basics of the Marketing strategy
Value proposition: innovative approaches to marketing
Value: different approachesClick to read ![](./img/book-icon-n.png)
Variables determining valueClick to read ![](./img/book-icon-n.png)
Inputs’ processing: IPO model Click to read ![](./img/book-icon-n.png)
IPO model stands for Input, Process and Output
![](https://lh6.googleusercontent.com/IwqXDmxyzscvAnZLUzjaUDK-pM9zWHMvmK74D3CtSYul278CqpJP4s12mXMmjbQVQBZF8Kt3fJQvFiH_hg6HZ7CKjFb-VNLPjrltZB3zA0y9Oo-HjfqELJHE7Evmy0s0fMoZWpW5RpEoECwi_vo)
Socio- Economic context: PEST analysis Click to read ![](./img/book-icon-n.png)
What can influence our business idea?
![](https://lh5.googleusercontent.com/Pd_tXVmx4kSvRrnxR2-Oq9nK6U2Fmeb7KoSIBj4gBw5DG32qsf5GIQ0faBNwsIjWWDGt6sTi3U3uCAMbf1bdgker1LAfNzBVsMeoNAeBNEqXQeig0CBpbRG0qRxN5qMAPz9nlu5Jd8yVgsAzHI-HBaU)
PeopleClick to read ![](./img/book-icon-n.png)
People is the third variable determining value.
With people, we refer both to internal workforce and external stakeholders
![](https://lh5.googleusercontent.com/iC9V1RWx5jGsr_5XBliCVSmK-kSyQdTGHu9X-Me2HPAh8M5VFwjFESbkiincK5IMR-n4ybLP906V6zQW6toEFs1dy4TTuATJRzJe8dc2Zt-gvnISu4Ppb1W2_-q4CfozbnD21V6f0S1lEnqdhFSO_l8)
Marketing: definitionsClick to read ![](./img/book-icon-n.png)
Pillars of marketing practicesClick to read ![](./img/book-icon-n.png)
Marketing MixClick to read ![](./img/book-icon-n.png)
The 8 Ps Model can help companies to prepare their marketing plan
![](https://lh4.googleusercontent.com/qDND3pnICPBnWP3BAfRQdK8QdlixbSh_dAxPuPN1jLweS20xPtUPfg27VFFLU1vcphHld0s2cS516Dukcfk45wfcjivQAZjExx7LhWqVgTqNiqvGD_N95hqjNOtAA5jBjkA80jdBomopD3MW5qGENz4)
The marketing mix in the business planClick to read ![](./img/book-icon-n.png)
Conclusions
Key takeawaysClick to read ![](./img/book-icon-n.png)
Value is determined by different variables
A good marketing plan should take into consideration the 8 Ps
Marketing elements have a crucial role in the business plan of a company
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Test Yourself! ![](assets/images/test.png)
Description:
This compact course on marketing aims to support SMEs to define market positioning strategies. Moreover, it provides the basics to define communication strategies, engage with external public, creating and retaining value for one’s own brand.
Keywords
Value proposition, marketing
Bibliography
AMA (American Marketing Association). Definitions of Marketing. https://www.ama.org/the-definition-of-marketing-what-is-marketing/
Carniel, A. (2019). The ultimate guide to marketing mix: 4Ps, 7Ps, 8Ps, 4Cs, 7Cs. https://www.albertocarniel.com/post/marketing-mix
Kotler, P., & Armstrong, G. (2020). Principles of marketing. Pearson education.
Magowan, K. (2019). Outcomes vs Outputs: What’s The Difference? https://www.bmc.com/blogs/outcomes-vs-outputs/
Streissguth, A. (2021). 8 Great Value Proposition Examples (+ 5 Key Takeaways). https://www.constantcontact.com/blog/value-proposition-examples/