Competency: Marketing
DEFINITION:
Marketing refers to processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
https://www.ama.org/the-definition-of-marketing-what-is-marketing/
3 STAGES: CREATING CAMPAIGNS - IMPLEMENTING CAMPAIGNS + ANAYLSING CAMPAIGNS
KEYWORDS: needs, concerns, KPIs, strategy, goals, stakeholders, budget, team, performance, quality, quantity, feedback, channels
TEMPLATE: Marketing plan document
BOOKS: Mastermind Marketing System, Purple cow, The sticking point solution, Oversubscribed, Blue Ocean Strategy, Permission Marketing
TOOLS: Buffer, Google Analytics, Google Adwords, Facebook etc.
Understand the needs/wants of the target market through market research, in order to create a marketing plan and effectively communicate the value offering using various different mediums (e.g. text, photo, video, graphics, in-person)
Implement the plan across all of the relevant channels (e.g. social media, SEO, AdWords, events, print, TV, radio) by carrying out (qualitative & quantitative) tests and eliciting feedback from customers.
Analyse the marketing plan (or marketing campaign) to identify what worked and what could be improved on to inform the ideal next steps.
EXAMPLES:
(e.g. Facebook campaign, Google Adwords, Event promotions, flyer drop, referral strategy, in-store promotions)
