Marketing Concepts and SWOT Analysis Quiz

Web Marketing and Digital Advertising

• Phygital: The blurring of physical and digital boundaries in marketing.
• Brand betrayal: Consumers' negative reactions to brands.
• Virtual influencers: Digital personalities, often AI-generated.
• AI use in marketing: Used to generate virtual influencers and enhance brand interactions.
• Green funerals: Eco-friendly funeral practices.
• Digital Immortality: AI-based applications enabling virtual representations of deceased individuals.

Marketing Principles in the Digital Era

• Digital Marketing Management Process: A comprehensive process for developing and executing digital marketing strategies.
• Contemporary Consumer Characteristics: Sophisticated, complex, and interconnected consumers. They demand more from brands.
• Digital Marketing Strategy: A tailored plan for reaching target customers within a digital framework and marketing channels.
• Consumer Behavior Analysis: Investigation into consumer behavior encompassing characteristics, meaning of consumption, digital identity, and purchasing process.
• Marketing Research Methods: Various analytical methods adapted to the digital space, particularly website-centric approaches.
• Marketing Strategy and Operations: Strategies for strategic positioning, product adaptation (analog to digital, metaverse), pricing strategies, distribution channels (multi-channel/omnichannel), and promotion.

Course Structure and Assessment

• Course Materials: Slides, articles, videos, and professional presentations focused on practical application of concepts.
• Written Exam: Mandatory 30 multiple-choice questions (45 minutes).
• Optional Oral Exam: Particularly relevant for the project score.
• Project: A marketing plan to launch a new brand for a partner company (Trenitalia). Deliverables including a written document and presentation (pitch).

Marketing Fundamentals & Ethics

• Is Marketing Evil?: A topic of debate—the ethical considerations of marketing practices.
• Marketing's Negative Connotation: Certain negative perceptions of marketing, driven by the backstage practices.
• Consumers as Active Participants: Modern consumers are not passive recipients; they co-create value.
• Company Power vs. Consumer Power: Companies have more influence, but informed consumers can have greater power.

Marketing Principles & Concepts

• Marketing Definition (AMA): Focuses on activities that create, communicate, deliver and exchange offerings of value for society.
• Needs vs. Wants: Describes basic human necessities versus individual desires.
• Consumer Needs & Maslow's Hierarchy: Describes consumer's need for physiological safety, belonging/love, esteem and self-actualization according to the hierarchy of needs.
• ** Value Proposition:** How a product or service is differentiated in the consumer mind
• Value Co-Creation: Customers actively contribute toward the creation of products and services.
• 4Ps (Marketing Mix): The core elements of product, price, place, and promotion in a marketing campaign. This is a tool to analyze and develop a marketing strategy for an offering.
• PESTEL analysis: Analysis of environmental factors (Political, Economic, Social, Technological, Environmental, and Legal). This is a useful strategic tool to see what threats and opportunities surround an organization.

Digital Marketing & Technology

• Digitalization: Conversion of physical objects or processes into digital format and methods.
• Digitization: A process of converting existing (physical) data into a digital format
• Digital Product Framework: Core product—actual product—augmented product—ontological product

Whole Product Concept

• Augmented Product: The addition of various services to enhance the value proposition of the core product
• Product Digitization: Transformation of core products into fully digital or hybrid versions.
• Internet of Things (IoT): The connectivity of everyday objects to the internet.

Zero Moment of Truth (ZMOT)

• Impact of Consumer Empowerment: Increased consumer influence during decision-making
• Consumer's Role in Decision-Making: Consumer-initiated information gathering is a key aspect.
• User-generated content: Consumers play a pivotal role in ZMOT, often through discussions and reviews of brands or products.

Customer Journey, Segmentation

• Customer Journey Phases: Pre-purchase, purchase, and post-purchase.
• Segmentation Criteria: Demographics, geographic, psychographic, and behavioral factors, are all methods used in marketing.
• Buyer Personas: Semi-fictional representations of ideal customer profiles.
• Marketing Funnel to Consumer Journey: Consumer decision-making process now a complex process involving many touch points
• Touchpoints: The contact points between a brand (or business) and a consumer, (social media, web, physical stores) shape customer journey experience.
• Brand-Owned, Partner-Owned, Customer-Owned and Social-External Touchpoints: These are different types of touch points that a brand or business interacts with consumers within the Customer Journey.
• Omnichannel Management: The coordination of marketing efforts across different channels and the creation of a seamless experience across them

Content Marketing

• Content as a Strategic Element: Content is now crucial for brand engagement and visibility and for creating a stronger brand awareness.
• Content Types: Hero, Hub, and Help.
• How, Now, Wow: A simple method for categorizing content based on its originality, utility, and impact on the target audience.

New Personalization

• Pull Personalization: Consumer-generated insights drive the personalization (request-based
• Push personalization: Company-identified insights toward product adaptation

Marketing Strategies for Different Company Types

• Pure Play: Companies that operate exclusively in the digital domain (pure digital business approach).
• Bricks-and-Mortar: Primarily operate in the physical market (offline).
• Click and Mortar: Hybrid model, integrating online and offline strategies.

Ethical Concerns of Personalization

• Privacy Violations: Data privacy issues associated with personalizing experiences.
• Lack of Transparency: Companies must openly disclose their data practices.

Social Media Usage, Metrics

• Social Media Users (Global): Huge user base, particularly on platforms like Instagram, Facebook, and YouTube.
• Usage Trends: Shift in use and trends; the key numbers associated to social media usage
• Usage by Age Group: Different demographics engage more with diverse social media platforms
• Digital usage: a lot of the digital use of the population is driven by social media use.

Geo-referenced Marketing

• Geo-location data: Leveraging location data for targeted marketing efforts
• Contextual targeting: Uses location insights to customize ads or promotions