Indies Education · Business Curriculum
Marketing
Create demand by understanding customers, earning attention, and improving distribution.
Product Marketing: Market Insight to Adoption
Product marketing connects market understanding with product, positioning, launch, sales, adoption, and growth. This chapter explains ideal situations, customer evidence, competitive alternatives, value propositions, messaging, pricing context, go-to-market orchestration, enablement, launch learning, activation, and portfolio decisions.
Promotional Marketing: Incremental Growth Without Harm
Promotional marketing uses temporary incentives or experiences to accelerate trial, purchase, use, or channel support. This chapter explains objectives, offer economics, reference price, incrementality, pull-forward, stockpiling, switching, targeting, operational readiness, experimentation, loyalty, fairness, and governance.
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.
Persuasion Marketing: Influence Without Manipulation
Persuasion is unavoidable in marketing, but influence should improve understanding rather than defeat choice. This chapter explains motivation, elaboration, evidence, framing, social proof, defaults, experimentation, claim substantiation, autonomy, vulnerable audiences, dark patterns, and ethical governance.
Point-of-Sale Marketing: Design the Final Choice
Point-of-sale marketing operates where shopping intent meets assortment, price, inventory, staff, interface, and physical context. This chapter covers shopper missions, visual attention, placement, signage, bundling, checkout, digital POS, staff behavior, experimentation, accessibility, ethics, and post-purchase quality.
Outdoor Marketing: Practical MBA Guide
A rigorous practical guide to outdoor 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.
Post-Click Marketing: From Landing Page to Value
Post-click marketing begins when a person arrives from an ad, search result, email, partner, or social link. This chapter connects message match, landing-page architecture, proof, usability, forms, experimentation, speed, accessibility, conversion, onboarding, economics, and post-choice quality.
Next-Best-Action Marketing: Practical MBA Guide
A rigorous practical guide to next best action 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.
Niche Marketing: Practical MBA Guide
A rigorous practical guide to niche 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.
Non-traditional Marketing: Practical MBA Guide
A rigorous practical guide to non traditional 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.