Keentune

Marketing curriculum

9 chapters
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203 concepts
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free
Everything the adaptive question bank can teach and test in Marketing, from foundations through advanced practice. Work through it in order, or start practising and let the questions find your level.
A. Segmentation, targeting, and positioning
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Dividing a market into groups with distinct needs.
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Age, income, education and household structure.
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Region, density and climate as grouping variables.
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Values, attitudes and lifestyle.
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Usage, occasion, loyalty and benefit sought.
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Grouping by the job the customer is hiring the product for.
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Measurable, substantial, accessible and actionable.
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Undifferentiated, differentiated, concentrated and micro.
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Winning a small segment completely rather than a large one partly.
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Why targeting everyone reaches no one.
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The place the brand occupies in the customer's mind.
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For whom, what it is, and why it is different.
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What you must match to be considered at all.
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What makes you the choice among considered options.
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Plotting competitors on the two dimensions buyers care about.
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Changing perception, and why it is slow and expensive.
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Defining a new frame rather than competing inside one.
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Which alternatives the buyer is actually comparing.
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The specific benefit promised to a specific segment.
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One claim, owned, repeated and defensible.
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Structuring the offer around what the customer is trying to do.
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Evidence that the segment actually wants the offer.
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Winning one segment before expanding.
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Serving a segment that cannot pay for the service.
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Every touchpoint reinforcing the same claim.
B. The marketing mix
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Product, price, place and promotion.
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People, process and physical evidence added for services.
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Core benefit, actual product and augmented product.
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Depth within a line vs breadth across lines.
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Attributes that separate the offer from substitutes.
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Individual, family and private-label branding.
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Protection, communication and shelf presence.
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Distribution and availability, not physical location.
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Direct, retail, wholesale and marketplace paths.
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Competing with your own retail partners.
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Three distribution intensities and their fit.
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Advertising, sales promotion, personal selling, PR and direct.
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One message consistent across every channel.
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Profit, share, survival or positioning as the goal.
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Adding a margin to cost, and what it ignores.
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Pricing to the buyer's perceived worth.
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Anchoring to the market rather than to cost.
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Low entry price to buy share quickly.
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High entry price captured from early adopters first.
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Charm endings, anchors and price framing.
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Packaging and tiering to serve different willingness to pay.
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Free access as an acquisition channel with a conversion problem.
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Recurring revenue and the churn it must outrun.
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Testing what a price change actually does to volume.
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Short-term volume against long-term price expectation.
C. Customer journey, funnel, and lifecycle
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Making a solution and a brand known.
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Being evaluated against alternatives.
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Removing the last barriers to purchase.
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Keeping the customer after the first purchase.
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Customers recruiting other customers.
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Attention, interest, desire and action.
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A bottom-funnel ask made to a top-funnel audience.
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A linear path vs compounding momentum.
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Output of the system feeding its own input.
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Documenting the real path, including offline steps.
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Every place the customer encounters the brand.
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Decision points that disproportionately shape perception.
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Marketing-qualified lead as an agreed threshold.
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Sales-qualified lead as an accepted handoff.
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Staying useful until the buyer is ready.
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Different messages for different customer states.
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Activation determining whether retention is possible.
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Introduction, growth, maturity and decline.
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What changes in each of the four stages.
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Innovators, early adopters, majorities and laggards.
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The gap between early adopters and the early majority.
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Relative advantage, compatibility, complexity, trialability, observability.
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Losing customers and the economics of recovering them.
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Structured retention and its measurable effect.
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What the score does and does not predict.
D. Brand
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The perception held in the customer's mind.
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Identity assets vs the perception they signal.
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What you project vs what is received.
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The premium a name earns beyond the product's function.
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Recognition and recall as separate measures.
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What the name brings to mind, intended or not.
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Repeat behavior and resistance to switching.
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House of brands vs branded house.
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Borrowing and lending equity within a portfolio.
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Entering a new category on an existing name.
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Dilution when the extension does not fit.
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Two names sharing an offer and its risk.
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Consistent personality across every written surface.
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What must stay fixed so recognition compounds.
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Colours, shapes and sounds that identify without the name.
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Being thought of and being findable.
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The situations that trigger recall of a brand.
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Claims about values, and the evidence they require.
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When a change is warranted and what it costs.
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Response speed and honesty as the controlling variables.
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Distinctiveness, use and enforcement.
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Measuring awareness and association over time.
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Activation driving sales now, brand building capacity later.
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Advertising presence relative to competitors.
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Holding the assets while refreshing the execution.
E. Research and insight
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Data you collect for your own question.
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Existing data repurposed for your question.
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Interviews, focus groups and ethnography.
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Surveys and experiments producing measurable results.
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Understanding why vs measuring how many.
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Question order, wording and response options.
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Wording that produces the answer you wanted.
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Who could be selected, and who was left out.
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Precision as a function of sample size.
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People who answer differing from people who do not.
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Reported behavior differing from actual behavior.
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What people say vs what they do.
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Group dynamics distorting individual opinion.
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Open questions about past behavior, not future intent.
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Reconstructing the decision that led to a purchase.
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Mapping alternatives, including doing nothing.
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Internal strengths and weaknesses against external factors.
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Macro forces shaping a market.
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Structural determinants of industry profitability.
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Total addressable, serviceable and obtainable market.
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Two estimation approaches and their failure modes.
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Government statistics and industry reports.
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Recency, method and who paid for it.
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Validating an idea before building it.
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A finding that changes a decision.
F. Channels and campaigns
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Bought, controlled and granted attention.
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Buying placement against commercial intent.
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Buying attention against interest and behavior.
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Automated buying across inventory at scale.
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Earning ranking vs buying placement.
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Useful material earning attention over time.
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An owned channel with consent obligations.
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Delivery, open, click and unsubscribe as a chain.
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Authentication and reputation deciding whether email arrives.
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High-attention channels with strict consent rules.
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Performance-based partnerships and their disclosure duty.
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Borrowed audience and the material-connection rule.
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Clear and conspicuous disclosure of a paid relationship.
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Paid content that must be identifiable as advertising.
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Earned coverage and its lack of message control.
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Presence bought against a defined audience.
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Reach and frequency in physical space.
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A measurable offline channel with distinct economics.
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Re-reaching known visitors, and its attribution trap.
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Matching channel to segment and to purchase cycle.
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Reach, engagement, conversion or retention.
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Audience, insight, message, proof and mandatory elements.
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How many people, how many times.
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Continuous, pulsed or burst scheduling.
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Creative and audience tests run before scaling spend.
G. Metrics and measurement
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Times an ad was served, not times it was seen.
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Unique people vs total exposures.
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Clicks divided by impressions.
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Conversions divided by visitors.
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Spend divided by clicks.
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Spend per thousand impressions.
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Spend divided by conversions.
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Fully loaded cost to acquire a paying customer.
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Revenue divided by advertising spend.
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Margin expected across the customer relationship.
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Whether acquisition economics work.
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Months until the acquisition cost is recovered.
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First touch, last touch, linear and time decay.
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Distributing credit across the whole path.
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The lookback period that decides what counts.
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Whether the spend caused the outcome.
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A deliberately unexposed group as the control.
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Statistical estimation of channel contribution.
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Numbers that rise without changing anything.
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One measure aligned with delivered value.
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Predictive signals vs reported results.
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Not scaling on noise.
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Averages concealing opposite results.
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Reporting what a decision depends on.
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Consent and tracking limits changing what is measurable.
H. Law, ethics, and boundaries
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Claims must be truthful and not misleading.
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Evidence held before the claim is made.
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Responsibility for what an ad conveys, not only what it says.
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Subjective praise that no reasonable consumer takes literally.
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The higher evidence standard these require.
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Specific, qualified and substantiated green claims.
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Comparisons that must be accurate and supportable.
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Atypical results presented as expected.
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Any relationship affecting an endorsement's weight.
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Disclosure placement, prominence and proximity.
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Disclosure that cannot cure a misleading headline.
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Interface design engineering unintended consent.
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Sale and reference prices that must be genuine.
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Conditions attached to the word free.
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Auto-renewal disclosure and easy cancellation.
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Heightened restrictions and data-collection rules.
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Identification, opt-out and honouring requests.
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Lawful basis for collecting and using personal data.
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Collecting only what the use requires.
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Segments that should not be targeted on a vulnerability.
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Appealing to reasons vs bypassing them.
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Claims that outrun the underlying practice.
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Materials usable by people with disabilities.
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Why outcome promises are both false and unlawful.
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Reputation as the asset every shortcut spends.
I. Web and engagement analytics
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A visit that passed a duration, key-event or page-view bar.
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The share of sessions that were engaged.
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The share that were not: single-page sessions over all sessions.
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