Demand Generation and Marketing

Course Overview

• Course 1

  

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  4.2 Innovation adoption by consumers

  The most important factor in forming a communication strategy are the patterns that determine the dynamics and features of disseminating information about new products or services to the target audience. Without understanding these processes, it is impossible to build effective marketing and sales. Innovators, early adopters, late adopters, early and late majority are specific target audience groups that are characteristic of different stages of the product life cycle. When creating a marketing strategy, it is important to understand which part of the audience you should be addressing at the moment, what its size is, and its preferences and fears. In this section, you will become familiar with the characteristics of the target audience at each stage of the product life cycle and will be able to determine the most suitable […]

  

  Marina Tyshchenko

  43

  $50

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• Course 2

  

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  4.4 Marketing and demand generation

  In this section, you will get an idea of the main marketing tools. This knowledge will allow you to formulate a plan for promoting your products and services. The section presents the following topics: The relationship between a company's identity and its perception by its target audience. Principles for forming a company name and trademark. The main elements of digital marketing (SEO, personalization, advertising, promotion in social networks. Methods for evaluating the effectiveness of product and service promotion programs. In the practical application, you will be able to plan the performance indicators of your marketing plan and determine its actual effectiveness. In order to watch the lectures and gain access to the practical part, you must purchase the course

  

  Marina Tyshchenko

  55

  $50

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• Course 3

  

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  4.3 Economics of attracting and retaining customers

  So, you have defined your target audience, know their preferences, and are ready to start drawing up a marketing and promotion plan. But how much money is it reasonable to spend on attracting customers? What marketing budget is reasonable? The answers to this question are provided by the lectures in this section. Calculating the profit that a customer brings to a company on average over the entire period of their existence, or the lifetime value of a customer — Life Time Value (LTV) — is an indicator that determines the order and boundaries of the marketing budget. After completing this course, you will receive the following results: Get acquainted with the concept of the lifetime value of a customer. Find out what the main methods for calculating LTV exist. Get acquainted with demand forecasting methods. In the practical application, you will calculate […]

  

  Marina Tyshchenko

  22

  $50

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