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UC Berkeley ExtensionEntrepreneur Certifi cate program
MARKETING STRATEGIES
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MARKETING AND INNOVATIONTHAT’S ALL THERE IS
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BUSINESS AND MARKET ALIGNMENT
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BASIC STARTUP PURPOSE IN LIFE
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BUSINESS MODEL CANVAS
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THE MARKETING OBJECTIVE
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You have a productYour task is to write something that could be used in an
ad, on a website, in a conversation, or a presentation to get a potential customer to buy the product
Groups of 415 minutes
EXERCISE
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THE 4 P’S OF MARKETING
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Getting it rightPRODUCT
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Marketing Possibility YouTube Channel
BRAND
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SIZING YOUR MARKETAKA: HOW MUCH CAN YOU REALLY MAKE?
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WHO IS YOUR CUSTOMER?
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SINGLE-MINDED VALUE PROPOSITION
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For (target customers)Who (have the following problem)Our product is a (describe the product or solution) That provides (cite the breakthrough capability) Unlike (reference competition),Our product/solution (describe the key point of competitive differentiation)
VALUE PROPOSITIONUNIVERSAL SELLING PROPOSITION
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EXERCISE REVISITED
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PRODUCT ADOPTION CYCLE
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CROSSING THE CHASM
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DIFFERENTIATIONMICHAEL PORTER’S VALUE CHAIN
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ASSESSING COMPETITIONMICHAEL PORTER’S 5 FORCES
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EXPERIENCE ECONOMY
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EXPERIENCE ECONOMY FACTORS
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EXPERIENCE ECONOMY TRADEOFFS
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EXPERIENCE ECONOMY PROGRESSION
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Who sells? Where?
PLACE
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MARKETING CHANNELS
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Getting the word out
PROMOTION
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THROWING STUFF AGAINST THE WALL
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Customer development
STARTING YOUR JOURNEY
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MARKETING TO SALES FUNNEL
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INBOUND MARKETING
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MARKETING AUTOMATION
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TYPES OF ONLINE PARTICIPATION
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SEO RANKING FACTORS