Indies Education · Business Curriculum
Marketing
Create demand by understanding customers, earning attention, and improving distribution.
Services Marketing: Align Promise and Delivery
A rigorous, practical guide to design and communicate intangible, variable, co-produced experiences through evidence, people, process, recovery, capacity, and relationship economics. It combines a defensible decision model, a worked business case, implementation steps, measurement architecture, ethical guardrails, leadership questions, and field exercises for operators who need to turn analysis into coordinated action.
Shopper Marketing: Design the Decision Environment
A rigorous, practical guide to improve the decision environment where people choose, obtain, and use products by integrating shopper missions, retailer context, availability, navigation, promotion, and measurement. It combines a defensible decision model, a worked business case, implementation steps, measurement architecture, ethical guardrails, leadership questions, and field exercises for operators who need to turn analysis.
Reply Marketing: Practical MBA Guide
A rigorous practical guide to reply marketing, combining a defensible decision model, worked business case, implementation sequence, measurement architecture, ethical guardrails, leadership questions, and field exercises for operators turning analysis into coordinated action.
Pull Marketing: Practical MBA Guide
A rigorous practical guide to pull marketing, combining a defensible decision model, worked business case, implementation sequence, measurement architecture, ethical guardrails, leadership questions, and field exercises for operators turning analysis into coordinated action.
Push Marketing: Practical MBA Guide
A rigorous practical guide to push marketing, combining a defensible decision model, worked business case, implementation sequence, measurement architecture, ethical guardrails, leadership questions, and field exercises for operators turning analysis into coordinated action.
Real-time Marketing: Practical MBA Guide
A rigorous practical guide to real time marketing, combining a defensible decision model, worked business case, implementation sequence, measurement architecture, ethical guardrails, leadership questions, and field exercises for operators turning analysis into coordinated action.
Referral Marketing: Practical MBA Guide
A rigorous practical guide to referral marketing, combining a defensible decision model, worked business case, implementation sequence, measurement architecture, ethical guardrails, leadership questions, and field exercises for operators turning analysis into coordinated action.
Relationship Marketing: Practical MBA Guide
A rigorous practical guide to relationship marketing, combining a defensible decision model, worked business case, implementation sequence, measurement architecture, ethical guardrails, leadership questions, and field exercises for operators turning analysis into coordinated action.
Remarketing: Practical MBA Guide for Business
A rigorous practical guide to remarketing, combining a defensible decision model, worked business case, implementation sequence, measurement architecture, ethical guardrails, leadership questions, and field exercises for operators turning analysis into coordinated action.
Performance Marketing: Incrementality and Growth
Performance marketing links spending to measurable response, but platform attribution can reward demand that already existed. This chapter explains conversion systems, experimentation, incrementality, unit economics, channel interaction, fraud, privacy, brand effects, capacity, and governance from click through customer value.
Permission Marketing: Consent, Trust, and Growth
Permission marketing replaces interruption with a voluntary relationship, but valid permission is specific, informed, revocable, and continuously earned. This chapter covers value exchange, consent design, channel and frequency preferences, lifecycle messaging, relevance, measurement, privacy, suppression, trust, and responsible growth.
Personalized Marketing: Relevance Without Creepiness
Personalized marketing adapts content, offers, timing, or experience to a person or context, but relevance can become surveillance or discrimination. This chapter covers data provenance, identity, treatment hypotheses, incrementality, fairness, privacy, customer control, model governance, and the personalization paradox.