The marketing function
Taught by Hugo Newman · AI tutor support included
Students will understand the core distinction between marketing and advertising, and how marketing functions strategically and tactically within organisations. This lesson covers consumer versus business market dynamics, explores how companies orient themselves toward marketing (product, sales, customer, or market orientation), and examines the evolution from traditional push strategies to modern pull-based digital marketing approaches.
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In this lesson
- 0:00 Introduction to Marketing and Sales
- 1:02 Marketing vs. Advertising
- 1:53 Types of Marketing: Strategic and Tactical
- 3:01 Consumer vs. Business Markets
- 4:56 Marketing Orientations Explained
- 7:58 Push and Pull Marketing Strategies
- 12:47 Digital Marketing: Pull vs. Push
About this lesson
Explore the intricacies of the marketing function, distinguishing between strategic and tactical marketing, and delve into the nuances of consumer versus business markets. This video provides a deep dive into marketing orientations and the evolution from traditional push strategies to modern digital marketing techniques, including the shift from push to pull digital marketing. Viewers will gain a comprehensive understanding of how marketing goes beyond advertising, emphasising customer needs and the alignment with organisational objectives for mutual benefit. Perfect for business professionals and knowledge workers, this content offers actionable insights into making informed marketing decisions.
Duration: 16m
- Strategic and tactical marketing
- Consumer versus business markets
- Marketing orientations and philosophies
- Push and pull marketing strategies
- Digital marketing techniques
- Marketing alignment with organisational objectives
Transcript
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