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The Good, Bad, and Ugly of Marketing - Jagdish Sheth

This course focuses on how to make marketing both more efficient and effective. It advocates that the role of marketing is to create a win-win situation for both customers and marketers. Good marketing also requires taking a purpose-driven approach. Marketing also needs to broaden to more stakeholders aside from the customer. Therefore, it requires internal marketing, supplier marketing, community marketing, and investor marketing. This course also demonstrates that stakeholder marketing generates better financial performance for the marketer.

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What's inside

Syllabus

The Good Marketing: How to Achieve It

To quote Peter Drucker, “There are only two real functions of Business: Innovation and Marketing.” Unfortunately, Marketing doesn’t get the attention and emphasis it deserves, primarily due to a stigma associated with it because of popular misconceptions. This lecture aims to set the record straight by separating “Selling” from Marketing, and presenting the characteristics of “Good Marketing” and how to achieve it. Purpose-driven companies demonstrate superior financial performance. Thus, Marketing should be purpose-driven and not market-driven, only then can it gain the respect it deserves as a force for societal good.

Does Stakeholder Marketing Pay Off?

Marketing thought leaders lately have been advocating that marketing practices need to go beyond customers and think of all stakeholders of the company. This course explores this very debate by discussing what is stakeholder marketing and who are the eight other stakeholders in addition to customers. It explains evolution of marketing from product-customer-stakeholder-centricity and discusses the seven underlying forces driving this shift. Presented also is the FoE SPICE model & methodology (derived from the book Firms of Endearment (FoE)) with data insights on 19 publicly listed companies stacked against FoE companies. Additionally, a seven-point strategic framework is offered on how to achieve stakeholder marketing.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Examines the characteristics of 'Good Marketing' as well as how to achieve it, which is standard in industry

Taught by Jagdish Sheth who is recognized for their work in marketing

Focuses on how to make marketing more efficient and effective to satisfy both customers and marketers, which is relevant to personal growth and development

Delves into stakeholder marketing, which is highly relevant to industry

Develops strategic frameworks for achieving stakeholder marketing, which are core skills for complex organizations

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Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in The Good, Bad, and Ugly of Marketing - Jagdish Sheth with these activities:

Review Basic Marketing Principles

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Review basic marketing principles, including the 4 Ps of marketing, target market analysis, and marketing strategy.

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Read through your old marketing notes or textbooks.
Take a practice quiz on marketing basics.
Review some online marketing articles or blog posts.

Marketing Tutorials

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Follow online marketing tutorials to learn new marketing skills or brush up on your existing knowledge.

Browse courses on Marketing Strategy

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Find a marketing tutorial that interests you.
Watch the tutorial and take notes.
Practice the skills you learned in the tutorial.

Compile Marketing Resources

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Gather and organize useful marketing resources, such as articles, blog posts, videos, and websites.

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Create a folder on your computer or in the cloud for your marketing resources.
Search online for marketing resources.
Save or bookmark the resources you find.
Organize your resources into subfolders, if desired.

Five other activities

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Volunteer for a Marketing Organization

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Volunteer for a marketing organization to gain practical experience and learn from experienced marketers.

Browse courses on Marketing

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Find a marketing organization to volunteer for.
Contact the organization and express your interest.
Complete the volunteer application.
Attend the volunteer training.
Start volunteering!

Read The Good Marketing: How to Achieve It

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Read the book and complete the exercises at the end of each chapter to strengthen your understanding of the core concepts of marketing.

View Purpose-Driven Pricing on Amazon

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Read the Introduction and Chapter 1
Complete the chapter exercises
Read Chapters 2-4
Complete the chapter exercises
Read Chapters 5 and 6
Complete the remaining chapter exercises

Marketing Discussion Group

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Join a marketing discussion group to connect with other students, share ideas, and get feedback on your marketing plans.

Browse courses on Marketing

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Find a marketing discussion group.
Introduce yourself and your interests.
Participate in discussions.
Share your own ideas.

Marketing Case Studies

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Analyze real-world marketing case studies to understand how companies have successfully implemented marketing strategies.

Browse courses on Marketing Case Studies

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Read the case study.
Identify the key marketing strategies used.
Evaluate the effectiveness of the marketing strategies.
Develop your own recommendations.

Create a Marketing Plan

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Develop a marketing plan for a real or hypothetical product or service, including a situation analysis, target market analysis, marketing strategy, and implementation plan.

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Define the objective of your marketing plan.
Conduct a situation analysis.
Analyze your target market.
Develop your marketing strategy.
Create an implementation plan.

Career center

Learners who complete The Good, Bad, and Ugly of Marketing - Jagdish Sheth will develop knowledge and skills that may be useful to these careers:

Marketing Specialist

Marketing Specialists implement marketing theories and strategies to support business objectives. Use your knowledge from this course to better understand the needs of consumers, develop and execute marketing campaigns, and evaluate campaign performance to drive business growth. This course can help build a foundation of marketing knowledge and skills.

See salaries and explore the career path for Marketing Specialist

Brand Manager

Brand Managers are responsible for developing and managing brand strategies to build brand awareness, loyalty, and equity. This course may be useful for developing an understanding of marketing principles and strategies relevant to brand management.

See salaries and explore the career path for Brand Manager

Product Marketing Manager

Product Marketing Managers focus on the development and execution of marketing strategies for specific products or services. This course may be useful for developing an understanding of marketing principles and strategies relevant to product marketing.

See salaries and explore the career path for Product Marketing Manager

Content Marketing Manager

Content Marketing Managers are responsible for developing and managing content strategies to attract and engage customers. This course may be useful for developing an understanding of content marketing principles and strategies.

See salaries and explore the career path for Content Marketing Manager

Social Media Manager

Social Media Managers are responsible for developing and managing social media strategies to engage with customers and build brand awareness. This course may be useful for developing an understanding of social media marketing principles and strategies.

See salaries and explore the career path for Social Media Manager

Digital Marketing Manager

Digital Marketing Managers plan and execute marketing campaigns using digital channels such as search engines, social media, and email. This course may be useful for developing an understanding of digital marketing principles and strategies.

See salaries and explore the career path for Digital Marketing Manager

Marketing Consultant

Marketing Consultants provide marketing expertise and guidance to businesses. This course may be useful for developing an understanding of marketing principles and strategies relevant to consulting.

See salaries and explore the career path for Marketing Consultant

Marketing Professor

Marketing Professors teach and research marketing principles and strategies. This course may be useful for developing an understanding of marketing principles and strategies at an advanced level.

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Market Researcher

Market Researchers conduct research to gather information about customers, markets, and competitors. This course may be useful for developing an understanding of market research principles and methods.

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Data Analyst

Data Analysts collect, analyze, and interpret data to identify trends and patterns. This course may be useful for developing an understanding of data analysis principles and methodologies.

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Business Analyst

Business Analysts analyze business processes and systems to identify areas for improvement. This course may be useful for developing an understanding of business analysis principles and methodologies.

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Customer Success Manager

Customer Success Managers ensure that customers are satisfied with products or services and achieve their desired outcomes. This course may be useful for developing an understanding of customer success principles and strategies.

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Sales Manager

Sales Managers lead and manage sales teams to achieve sales goals. This course may be useful for developing an understanding of sales management principles and strategies.

See salaries and explore the career path for Sales Manager

Project Manager

Project Managers plan, organize, and execute projects to achieve specific goals. This course may be useful for developing an understanding of project management principles and methodologies.

See salaries and explore the career path for Project Manager

Investment Analyst

Investment Analysts evaluate investment opportunities and make recommendations to clients. This course may be useful for developing an understanding of investment analysis principles and methodologies.

See salaries and explore the career path for Investment Analyst

Reading list

We've selected 16 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in The Good, Bad, and Ugly of Marketing - Jagdish Sheth.

Marketing Management

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This classic textbook provides a comprehensive overview of marketing management, covering topics such as market research, segmentation, targeting, positioning, and branding. It valuable resource for students and professionals alike.

The Good, Bad, and Ugly of Marketing - Jagdish Sheth

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What's inside

Syllabus

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Activities

Career center

Reading list

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