UC Berkeley ExtensionEntrepreneur Certifi cate program

MARKETING STRATEGIES

TRY ANYTHING

MARKETING AND INNOVATIONTHAT’S ALL THERE IS

BUSINESS AND MARKET ALIGNMENT

BASIC STARTUP PURPOSE IN LIFE

THE LEAN CYCLE

BUSINESS MODEL CANVAS

THE MARKETING OBJECTIVE

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

THE 4 P’S OF MARKETING

Getting it rightPRODUCT

Marketing Possibility YouTube Channel

BRAND

MINDSHARE

SIZING YOUR MARKETAKA: HOW MUCH CAN YOU REALLY MAKE?

WHO IS YOUR CUSTOMER?

SINGLE-MINDED VALUE PROPOSITION

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

EXERCISE REVISITED

PRODUCT ADOPTION CYCLE

CROSSING THE CHASM

POSITIONING

DIFFERENTIATIONMICHAEL PORTER’S VALUE CHAIN

ASSESSING COMPETITIONMICHAEL PORTER’S 5 FORCES

SWOT EXERCISE

Value-basedPRICE

PRICING

EXPERIENCE ECONOMY

EXPERIENCE ECONOMY FACTORS

EXPERIENCE ECONOMY TRADEOFFS

EXPERIENCE ECONOMY PROGRESSION

Who sells? Where?

PLACE

MARKETING CHANNELS

Getting the word out

PROMOTION

THROWING STUFF AGAINST THE WALL

Customer development

STARTING YOUR JOURNEY

MARKETING FUNNEL

MARKETING TO SALES FUNNEL

ELEVATOR PITCH

SURVEYS

INBOUND MARKETING

MARKETING AUTOMATION

TYPES OF ONLINE PARTICIPATION

SEO RANKING FACTORS