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Jagdish Sheth
The most common framework in marketing is the 4Ps of Marketing (Price, Product, Place, and Promotion). However, this is a company perspective about marketing and the 4A’s of marketing is a customer perspective on marketing. Customers are looking for value and the 4A’s is a value creation framework. Each A has two dimensions. For instance, acceptability is functional and psychological. Affordability encapsulates the ability and willingness to pay, and accessibility focuses on availability and convenience. Lastly, awareness looks at product and brand knowledge.
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What's inside
Syllabus
4 A’s: Awareness & Accessibility (Part 1)
4 ‘A’s of a Marketing is a framework developed by Dr. Jagdish Sheth. This course explores why we need a new perspective in Marketing. The four reasons the framework takes into account to augment the case are new market realities, marketing productivity crisis, marginalization of marketing, and the market perspective. This segment specifically focuses on the two distinct values (‘A’s) customers seek in the market as buyers (Accessibility) and their knowledge (Awareness) of products & services, while defining and mapping extended definitions of the 2 ‘A’s. The advantages of 4 As framework and its application as a planning tool for new product launches as well as diagnostic tool for existing products is discussed in detail.
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Syllabus
4 A’s: Awareness & Accessibility (Part 1)
4 ‘A’s of a Marketing is a framework developed by Dr. Jagdish Sheth. This course explores why we need a new perspective in Marketing. The four reasons the framework takes into account to augment the case are new market realities, marketing productivity crisis, marginalization of marketing, and the market perspective. This segment specifically focuses on the two distinct values (‘A’s) customers seek in the market as buyers (Accessibility) and their knowledge (Awareness) of products & services, while defining and mapping extended definitions of the 2 ‘A’s. The advantages of 4 As framework and its application as a planning tool for new product launches as well as diagnostic tool for existing products is discussed in detail.
Read more
4 A’s: Awareness & Accessibility (Part 2)
4 ‘A’s of a Marketing is a framework developed by Dr. Jagdish Sheth. This module continues to explore
why we need a new perspective in Marketing. The four reasons the framework takes into account to augment the case are new market realities, marketing productivity crisis, marginalization of marketing, and the market perspective. This segment specifically focuses on the two distinct values (‘A’s) customers seek in the market as buyers (Accessibility) and their knowledge (Awareness) of products & services, while defining and mapping extended definitions of the 2 ‘A’s. The advantages of 4 As framework and its application as a planning tool for new product launches as well as diagnostic tool for existing products is discussed in detail.
4 A’s: Acceptability & Affordability
4 ‘A’s of a Marketing is a framework developed by Dr. Jagdish Sheth. This is the final segment of this course. This segment specifically focuses on the other two distinct values (‘A’s) customers seek in the market as payers (Affordability) and as users (Acceptability) of products & services; while defining and mapping extended definitions of the 2 ‘A’s. Also explored are concepts, around how to develop markets to improve brand awareness, improve product knowledge, the advantages of 4 As framework and its many applications as a planning tool for new product launches as well as diagnostic tool for existing products is discussed in detail.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Provides a customer-centric perspective on marketing, shifting the focus from the company to the customer
Introduces the 4A's of marketing (Awareness, Accessibility, Acceptability, and Affordability) as a value creation framework
Taught by Dr. Jagdish Sheth, a renowned marketing expert and author of the 4A's framework
Applicable to professionals in marketing, product development, and customer experience roles
Provides practical insights into understanding customer needs, developing effective marketing strategies, and measuring marketing outcomes
Requires sufficient knowledge of marketing principles, as the course focuses on advanced concepts
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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 What Are the 4 A’s of Marketing - Jagdish Sheth with these
activities:
Review the principles of marketing
Show steps
Reviewing the principles of marketing will provide you with a solid foundation for learning about the 4 A's of Marketing framework.
Show steps
-
Review your notes from previous marketing courses
-
Read articles and books on marketing principles
-
Attend a marketing workshop or seminar
Watch the 4 A's of Marketing video tutorial
Show steps
This video tutorial will provide you with a clear and concise overview of the 4 A's of Marketing framework.
Show steps
-
Watch the video tutorial
-
Take notes on the key concepts
Review basic marketing concepts
Show steps
Understand the fundamental principles of marketing before delving deeper into the 4As framework.
Browse courses on
Marketing Concepts
Show steps
-
Revisit your notes or textbooks from previous marketing courses
-
Complete practice problems or online quizzes on basic marketing concepts
-
Engage in discussions with peers or industry professionals to refresh your knowledge
11 other activities
Expand to see all activities and additional details
Show all 14 activities
Read Marketing Management: Strategy and Applications
Show steps
Marketing Management: Strategy and Applications will help you understand the principles of marketing and how to apply them in the real world. The book also includes helpful examples and case studies.
View
Marketing Management, Global Edition
on Amazon
Show steps
-
Read the book in its entirety
-
Take notes on the key concepts
-
Complete the exercises at the end of each chapter
Complete the 4 A's of Marketing practice questions
Show steps
These practice questions will help you test your understanding of the 4 A's of Marketing framework.
Show steps
-
Answer the questions in the worksheet
-
Review your answers
-
Identify any areas where you need additional support
Follow online tutorials on the 4As of Marketing
Show steps
Supplement your understanding of the 4As framework by exploring online resources and tutorials.
Browse courses on
Online Learning
Show steps
-
Search for and select reputable online tutorials on the 4As of Marketing
-
Follow the tutorials step-by-step, taking notes and completing any exercises
-
Engage in online discussions or forums to ask questions and share insights
Join a study group to discuss the 4As of Marketing
Show steps
Engage with classmates to exchange perspectives and reinforce your understanding of the 4As framework.
Show steps
-
Find or form a study group with other students enrolled in the course
-
Meet regularly to discuss the course material, ask questions, and share insights
-
Collaborate on projects or assignments to apply the 4As framework
Discuss the 4 A's of Marketing with a peer
Show steps
Discussing the 4 A's of Marketing with a peer will help you to better understand the framework and its application.
Show steps
-
Find a peer to discuss the 4 A's of Marketing with
-
Discuss the framework and its application
-
Share your insights and experiences
Create a marketing plan for a new product
Show steps
This activity will help you apply the 4 A's of Marketing framework to a real-world scenario.
Browse courses on
Marketing Plan
Show steps
-
Identify the target market
-
Develop a marketing strategy
-
Create a marketing budget
-
Implement the marketing plan
-
Evaluate the results
Develop a marketing plan based on the 4As framework
Show steps
Apply the 4As framework to a real-world scenario by creating a comprehensive marketing plan.
Browse courses on
Marketing Plan
Show steps
-
Identify the target market and define their needs and wants
-
Determine how the product or service meets those needs, considering acceptability and affordability
-
Develop strategies to increase awareness and accessibility
-
Create a budget and timeline for implementation
-
Monitor the plan's effectiveness and make adjustments as needed
Create a resource list on the 4 A's of Marketing
Show steps
Creating a resource list will help you to organize and synthesize your knowledge of the 4 A's of Marketing framework.
Show steps
-
Gather resources on the 4 A's of Marketing
-
Organize the resources into a list
-
Share the list with your peers
Compile a collection of case studies on the 4As of Marketing
Show steps
Expand your knowledge by analyzing real-world examples of the 4As framework in action.
Browse courses on
Case Studies
Show steps
-
Search for and collect case studies on successful marketing campaigns
-
Analyze each case study to identify how the 4As were applied
-
Organize and summarize your findings in a written report or presentation
Volunteer for a marketing-related project
Show steps
Gain practical experience and apply your knowledge of the 4As framework in a hands-on setting.
Browse courses on
Marketing
Show steps
-
Identify organizations or non-profits that need marketing support
-
Offer your services and develop a marketing plan based on the 4As framework
-
Implement the marketing plan and track its effectiveness
Mentor a peer on the 4 A's of Marketing
Show steps
Mentoring a peer will help you to solidify your understanding of the 4 A's of Marketing framework and to develop your leadership skills.
Show steps
-
Find a peer to mentor on the 4 A's of Marketing
-
Meet with your peer to discuss the framework
-
Provide feedback and support
Review the principles of marketing
Show steps
Reviewing the principles of marketing will provide you with a solid foundation for learning about the 4 A's of Marketing framework.
Show steps
Show steps
Show steps
- Review your notes from previous marketing courses
- Read articles and books on marketing principles
- Attend a marketing workshop or seminar
Watch the 4 A's of Marketing video tutorial
Show steps
This video tutorial will provide you with a clear and concise overview of the 4 A's of Marketing framework.
Show steps
Show steps
Show steps
- Watch the video tutorial
- Take notes on the key concepts
Review basic marketing concepts
Show steps
Understand the fundamental principles of marketing before delving deeper into the 4As framework.
Browse courses on
Marketing Concepts
Show steps
Show steps
Show steps
- Revisit your notes or textbooks from previous marketing courses
- Complete practice problems or online quizzes on basic marketing concepts
- Engage in discussions with peers or industry professionals to refresh your knowledge
11 other activities
Expand to see all activities and additional details
Show all 14 activities
Read Marketing Management: Strategy and Applications
Show steps
Marketing Management: Strategy and Applications will help you understand the principles of marketing and how to apply them in the real world. The book also includes helpful examples and case studies.
View
Marketing Management, Global Edition
on Amazon
Show steps
Show steps
Show steps
- Read the book in its entirety
- Take notes on the key concepts
- Complete the exercises at the end of each chapter
Complete the 4 A's of Marketing practice questions
Show steps
These practice questions will help you test your understanding of the 4 A's of Marketing framework.
Show steps
Show steps
Show steps
- Answer the questions in the worksheet
- Review your answers
- Identify any areas where you need additional support
Follow online tutorials on the 4As of Marketing
Show steps
Supplement your understanding of the 4As framework by exploring online resources and tutorials.
Browse courses on
Online Learning
Show steps
Show steps
Show steps
- Search for and select reputable online tutorials on the 4As of Marketing
- Follow the tutorials step-by-step, taking notes and completing any exercises
- Engage in online discussions or forums to ask questions and share insights
Join a study group to discuss the 4As of Marketing
Show steps
Engage with classmates to exchange perspectives and reinforce your understanding of the 4As framework.
Show steps
Show steps
Show steps
- Find or form a study group with other students enrolled in the course
- Meet regularly to discuss the course material, ask questions, and share insights
- Collaborate on projects or assignments to apply the 4As framework
Discuss the 4 A's of Marketing with a peer
Show steps
Discussing the 4 A's of Marketing with a peer will help you to better understand the framework and its application.
Show steps
Show steps
Show steps
- Find a peer to discuss the 4 A's of Marketing with
- Discuss the framework and its application
- Share your insights and experiences
Create a marketing plan for a new product
Show steps
This activity will help you apply the 4 A's of Marketing framework to a real-world scenario.
Browse courses on
Marketing Plan
Show steps
Show steps
Show steps
- Identify the target market
- Develop a marketing strategy
- Create a marketing budget
- Implement the marketing plan
- Evaluate the results
Develop a marketing plan based on the 4As framework
Show steps
Apply the 4As framework to a real-world scenario by creating a comprehensive marketing plan.
Browse courses on
Marketing Plan
Show steps
Show steps
Show steps
- Identify the target market and define their needs and wants
- Determine how the product or service meets those needs, considering acceptability and affordability
- Develop strategies to increase awareness and accessibility
- Create a budget and timeline for implementation
- Monitor the plan's effectiveness and make adjustments as needed
Create a resource list on the 4 A's of Marketing
Show steps
Creating a resource list will help you to organize and synthesize your knowledge of the 4 A's of Marketing framework.
Show steps
Show steps
Show steps
- Gather resources on the 4 A's of Marketing
- Organize the resources into a list
- Share the list with your peers
Compile a collection of case studies on the 4As of Marketing
Show steps
Expand your knowledge by analyzing real-world examples of the 4As framework in action.
Browse courses on
Case Studies
Show steps
Show steps
Show steps
- Search for and collect case studies on successful marketing campaigns
- Analyze each case study to identify how the 4As were applied
- Organize and summarize your findings in a written report or presentation
Volunteer for a marketing-related project
Show steps
Gain practical experience and apply your knowledge of the 4As framework in a hands-on setting.
Browse courses on
Marketing
Show steps
Show steps
Show steps
- Identify organizations or non-profits that need marketing support
- Offer your services and develop a marketing plan based on the 4As framework
- Implement the marketing plan and track its effectiveness
Mentor a peer on the 4 A's of Marketing
Show steps
Mentoring a peer will help you to solidify your understanding of the 4 A's of Marketing framework and to develop your leadership skills.
Show steps
Show steps
Show steps
- Find a peer to mentor on the 4 A's of Marketing
- Meet with your peer to discuss the framework
- Provide feedback and support
Career center
Learners who complete What Are the 4 A’s of Marketing - Jagdish Sheth will develop knowledge and skills
that may be useful to these careers:
Marketing Manager
Marketing Manager
A Marketing Manager is responsible for developing and executing marketing campaigns that promote a company's products or services. This course can help you develop the skills you need to be successful in this role by providing you with a deep understanding of the 4 A's of Marketing framework. This framework will help you to create marketing campaigns that are more effective at reaching and engaging your target audience.
Email Marketing Manager
Email Marketing Manager
An Email Marketing Manager is responsible for developing and executing email marketing campaigns. This course can help you develop the skills you need to be successful in this role by providing you with a deep understanding of the 4 A's of Marketing framework. This framework will help you to create email marketing campaigns that are effective at reaching and engaging your target audience.
Marketing Consultant
Marketing Consultant
A Marketing Consultant provides marketing advice and services to businesses. This course can help you develop the skills you need to be successful in this role by providing you with a deep understanding of the 4 A's of Marketing framework. This framework will help you to develop marketing plans that are effective at helping businesses achieve their marketing goals.
Marketing Communications Manager
Marketing Communications Manager
A Marketing Communications Manager develops and executes marketing communications campaigns. This course can help you develop the skills you need to be successful in this role by providing you with a deep understanding of the 4 A's of Marketing framework. This framework will help you to create marketing communications campaigns that are effective at reaching and engaging your target audience.
Content Marketing Manager
Content Marketing Manager
A Content Marketing Manager is responsible for developing and executing content marketing campaigns. This course can help you develop the skills you need to be successful in this role by providing you with a deep understanding of the 4 A's of Marketing framework. This framework will help you to create content marketing campaigns that are effective at reaching and engaging your target audience.
Social Media Marketing Manager
Social Media Marketing Manager
A Social Media Marketing Manager is responsible for developing and executing social media marketing campaigns. This course can help you develop the skills you need to be successful in this role by providing you with a deep understanding of the 4 A's of Marketing framework. This framework will help you to create social media marketing campaigns that are effective at reaching and engaging your target audience.
Marketing Research Analyst
Marketing Research Analyst
A Marketing Research Analyst conducts research to understand consumer behavior and trends. This course can help you develop the skills you need to be successful in this role by providing you with a deep understanding of the 4 A's of Marketing framework. This framework will help you to design and conduct research studies that provide valuable insights into consumer behavior.
Product Manager
Product Manager
A Product Manager is responsible for the development and launch of new products. This course can help you develop the skills you need to be successful in this role by providing you with a deep understanding of the 4 A's of Marketing framework. This framework will help you to develop products that meet the needs of your target market and achieve commercial success.
Digital Marketing Manager
Digital Marketing Manager
A Digital Marketing Manager is responsible for developing and executing digital marketing campaigns. This course can help you develop the skills you need to be successful in this role by providing you with a deep understanding of the 4 A's of Marketing framework. This framework will help you to create digital marketing campaigns that are effective at reaching and engaging your target audience.
Brand Manager
Brand Manager
A Brand Manager is responsible for developing and managing a company's brand. This course can help you develop the skills you need to be successful in this role by providing you with a deep understanding of the 4 A's of Marketing framework. This framework will help you to create brand strategies that are effective at building brand awareness and loyalty.
Marketing Analyst
Marketing Analyst
A Marketing Analyst analyzes marketing data to identify trends and patterns. This course can help you develop the skills you need to be successful in this role by providing you with a deep understanding of the 4 A's of Marketing framework. This framework will help you to analyze marketing data more effectively and provide valuable insights to your team.
Advertising Manager
Advertising Manager
An Advertising Manager is responsible for developing and executing advertising campaigns. This course can help you develop the skills you need to be successful in this role by providing you with a deep understanding of the 4 A's of Marketing framework. This framework will help you to create advertising campaigns that are effective at reaching and engaging your target audience.
Market Researcher
Market Researcher
A Market Researcher conducts research to understand consumer behavior and trends. This course can help you develop the skills you need to be successful in this role by providing you with a deep understanding of the 4 A's of Marketing framework. This framework will help you to design and conduct research studies that provide valuable insights into consumer behavior.
Public relations manager
Public relations manager
A Public Relations Manager is responsible for managing a company's public relations. This course can help you develop the skills you need to be successful in this role by providing you with a deep understanding of the 4 A's of Marketing framework. This framework will help you to develop public relations strategies that are effective at building brand awareness and reputation.
Sales Manager
Sales Manager
A Sales Manager is responsible for leading and managing a sales team. This course can help you develop the skills you need to be successful in this role by providing you with a deep understanding of the 4 A's of Marketing framework. This framework will help you to develop sales strategies that are effective at reaching and converting your target market.
For more career information including salaries, visit:
OpenCourser.com/course/slexyx/what
Reading list
We've selected 11 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
What Are the 4 A’s of Marketing - Jagdish Sheth.
Provides a comprehensive overview of the 4A's of Marketing framework and its application in creating customer value. It also discusses the challenges and opportunities in marketing in the 21st century.
This classic textbook provides a comprehensive overview of marketing management, including the 4P's and 4A's of Marketing frameworks. It also includes case studies and examples from the real world.
Save
Discusses the changing landscape of marketing in the 21st century and the need for a new approach to creating customer value. It also provides insights into the 4A's of Marketing framework and its application in the digital age.
Provides a practical guide to using the lean startup approach to build a successful business. It includes insights on how to test your ideas, iterate quickly, and scale your business.
Provides insights into the challenges that large companies face when they try to innovate. It also discusses the 4A's of Marketing framework and its role in innovation.
Provides a practical guide to using social media to market your business. It includes tips and tricks on how to create engaging content, build a following, and measure your results.
Save
Provides insights into the science of habit formation. It also discusses how habits can be used to improve your life and business.
Save
Provides insights into the science of motivation. It also discusses how to use motivation to achieve your goals.
Save
Provides insights into the science of persuasion. It also discusses how to use persuasion to change people's minds and behaviors.
Provides insights into the habits of highly effective people. It also discusses how to develop these habits in your own life.
Save
Provides insights into the 80/20 principle. It also discusses how to use this principle to achieve more with less.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/slexyx/what
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Level
Introductory
Via
Coursera
Institution
University System of Georgia
Instructor
Jagdish Sheth
Language
English
Transcript
tiếng Việt
This course belongs to a
collection
called
The 4 A's of Marketing with Jagdish Sheth. It's comprised of four courses:
- Emerging Markets - Jagdish Sheth
- Social Media & Marketing - Jagdish Sheth
- What Are the 4 A’s of Marketing - Jagdish Sheth (viewing)
- The Good, Bad, and Ugly of Marketing - Jagdish Sheth
Good to know
Provides a customer-centric perspective on marketing, shifting the focus from the company to the customer
Introduces the 4A's of marketing (Awareness, Accessibility, Acceptability, and Affordability) as a value creation framework
Taught by Dr. Jagdish Sheth, a renowned marketing expert and author of the 4A's framework
Applicable to professionals in marketing, product development, and customer experience roles
Provides practical insights into understanding customer needs, developing effective marketing strategies, and measuring marketing outcomes
Requires sufficient knowledge of marketing principles, as the course focuses on advanced concepts
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