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F1

Foundation module

What Marketing Actually Is

8 lectures
SYNTHESIS

F1 · The productive tension

Drucker discipline (function + responsibility)andHolt cultural outcomes.

Primary sources

Drucker · Rumelt · Holt · Kotler · Ritson

Lectures

8 lectures

0 of 8 · 0%
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  1. F1-01What is Marketing?~18 minFreeTake the quiz →
  2. F1-02The Three Practitioners: Client, Agency, In-House~16 minFreeTake the quiz →
  3. F1-03Marketing vs. Sales vs. Communications~15 minFreeTake the quiz →
  4. F1-04The Decision Problem~15 minFreeTake the quiz →
  5. F1-05The Marketing Process: From Analysis to Action~14 minFreeTake the quiz →
  6. F1-06What Marketers Actually Do~14 minFreeTake the quiz →
  7. F1-07The Seven Misconceptions About Marketing~14 minFreeTake the quiz →
  8. F1-08Integration: the marketer~17 minFreeTake the quiz →

Concepts

Active recall beats rereading: retrieve the definition from memory first, then flip the card.

Practise the concepts · 57 →

Case studies

5 case studies

Integrative cases where the module's concepts meet a single brand or situation.

  1. Historical Foundation CaseP&G — The Invention of Modern MarketingRead the case →
  2. Contemporary Practice CaseHubSpot — When Marketing and Sales ConvergeRead the case →
  3. Strategy Application CaseAldi — Diagnosis-Driven Strategy in ActionRead the case →
  4. Anti-Case (Failure Analysis)Kodak — Knowing the Customer and Still FailingRead the case →
  5. Contemporary Provocative CaseLiquid Death — Marketing as the ProductRead the case →
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