{"id":4926,"date":"2020-06-08T01:53:30","date_gmt":"2020-06-08T01:53:30","guid":{"rendered":"https:\/\/course.oeru.org\/pmkt101\/?page_id=4926"},"modified":"2020-06-08T01:53:30","modified_gmt":"2020-06-08T01:53:30","slug":"overview","status":"publish","type":"page","link":"https:\/\/course.oeru.org\/pmkt101\/learning-pathways\/marketing-products-and-services\/overview\/","title":{"rendered":"Overview"},"content":{"rendered":"
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\"\"<\/a> <\/p>\n
Components of marketing<\/div>\n<\/div>\n<\/div>\n\n\n\n\n
\u201c\n<\/td>\n Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.\n<\/td>\n \u201d\n<\/td>\n<\/tr>\n
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\u2014American Marketing Association<\/a><\/cite><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\nThis course begins with the basics of marketing. Marketing describes the means of communication<\/b> between an organization<\/b> and its consumer audience<\/b> (aka “customers” or “stakeholders”).\n<\/p>\n

The techniques used in marketing<\/b> include gathering information<\/b>, and selecting target markets<\/b> through market analysis<\/b> and market segmentation<\/b>, as well as understanding methods of influence on the consumer behaviour<\/b>. These techniques provide actionable insights and business intelligence that facilitates behaviour change – in a way that delivers mutual benefit for the organization’s products and\/or services and its consumers.\n<\/p>\n

For nonprofit organization marketing<\/b>, the objective is to deliver a socially-conscious message<\/b> about the organization’s services<\/b> to a specific audience<\/b> and a call to action<\/b>.\n<\/p>\n

Governments<\/b> too, employ a mixture of marketing and communications to connect with various audiences<\/b> – to inform stakeholders about changes to regulations and laws<\/b>; share information that has a social purpose<\/b> (such as public health, emergency measures or public safety); and market and promote new programs and activities<\/b> to benefit specific groups<\/b> and indicate appropriate behaviours required.\n<\/p>\n

In this learning pathway (and its readings), we will define a number of important terms in marketing. Advertising and sales are also part of marketing, but they come into play much later in the marketing strategy process.\n<\/p>\n

Marketing professionals typically focus on a set of core principles, most of which are summarized by the 4 Ps:\n<\/p>\n