Marketing for Managers - Lecture 1: Marketing and the Firm

Marketing for Managers - Lecture 1: Marketing and the Firm

Sentinel|9 Training Portal
Updated Jun 16, 2024

What you'll learn

  • Understand the process of analyzing markets and environments: Gain the ability to assess market trends, customer behavior, and competitive landscape to make informed marketing decisions.
  • Develop skills in planning and executing marketing strategy: Learn how to create effective marketing plans that align with organizational goals and implement strategies to achieve success.
  • Comprehend marketing orientation and contexts: Explore different marketing orientations and understand how they impact the overall marketing approach of an organization in various contexts.
  • Interpret the marketing exchange: Gain knowledge of the fundamental concepts and principles behind the marketing exchange process and its significance in building customer relationships.
  • Utilize marketing interactions: Learn how to effectively engage with customers through various marketing channels, including digital platforms, to build brand awareness and foster customer loyalty.
  • Develop and identify competitive advantage: Acquire the skills to identify and leverage competitive advantages in the marketplace, allowing your organization to differentiate itself from competitors and attract target customers.
Course Description

Our Marketing for Managers: 01 – Marketing and the Firm course is designed to prepare you to deal with the marketing forces affecting your organization. This course aims to assist you in understanding the process of analyzing your markets and environments, and planning and executing marketing strategy for success. Marketing is an essential function that requires all organizational stakeholders to understand and be involved. We'll cover general concepts of marketing; definitions of marketing; comprehend marketing orientation and contexts; interpret the marketing exchange; utilize marketing interactions; develop and understand competitive advantage; and analyze BCG's Advantage Matrix Model. By the end of this course, you'll have broadened your understanding and skill in marketing theory and operations. Training in this discipline can provide more opportunities for career advancement and allow you to explore some of the career options available in this exciting line of work.


TheMarketing for Managers: 01 – Marketing and the Firm course is Part 1 of the 5 Part extended Marketing for Managers series presented by Sentinel|9. It features lecture-style videos, real-world case studies, downloadable materials, and self-knowledge quizzes. Gain excellent skills to help you manage your company and grow professionally by taking this course along with others in the series.


Version 1.4: Updated 12 July 2023