F1
What Marketing Actually Is
Marketing as 'something the department does' AND 'something the entire company does'
Lectures
- 01What is Marketing?Free
- 02The Three Practitioners: Client, Agency, In-HousePro
- 03Marketing vs. Sales vs. CommunicationsPro
- 04The Decision ProblemPro
- 05The Marketing Process: From Analysis to ActionPro
- 06What Marketers Actually DoPro
- 07The Seven Misconceptions About MarketingPro
- 08Integration: the marketerPro
Quizzes
A short quiz per lecture to test your grasp of the material.
- F1-01What is Marketing?Take the quiz →
- F1-02The Three Practitioners: Client, Agency, In-HouseTake the quiz →
- F1-03Marketing vs. Sales vs. CommunicationsTake the quiz →
- F1-04The Decision ProblemTake the quiz →
- F1-05The Marketing Process: From Analysis to ActionTake the quiz →
- F1-06What Marketers Actually DoTake the quiz →
- F1-07The Seven Misconceptions About MarketingTake the quiz →
- F1-08Integration: the marketerTake the quiz →
Case studies
Integrative cases where the module's concepts meet a single brand or situation.
- Historical Foundation CaseP&G — The Invention of Modern Marketing
- Contemporary Practice CaseHubSpot — When Marketing and Sales Converge
- Strategy Application CaseAldi — Diagnosis-Driven Strategy in Action
- Anti-Case (Failure Analysis)Kodak — Knowing the Customer and Still Failing
- Contemporary Provocative CaseLiquid Death — Marketing as the Product