LWS: Marketing Consumer & Business Buyer Behavior (ENG)

Apr 13, 2026

This lecture provides an in-depth examination of the various factors and processes that drive purchasing decisions in both consumer and business markets. It explores the complex landscape of the consumer market, highlighting how cultural, social, personal, and...

LWS: Marketing Segmentation Strategy (ENG)

Apr 13, 2026

This lecture outlines the critical steps in designing a customer value-driven marketing strategy by focusing on who to serve and how to create value for them. It details the four major bases for segmenting consumer markets—geographic, demographic, psychographic, and...

LWS: Marketing Environment (ENG)

Apr 13, 2026

This lecture provides a comprehensive analysis of the internal and external forces that shape a company’s ability to build and maintain successful customer relationships. It explores the microenvironment, consisting of actors close to the company such as suppliers,...

LWS: Marketing The 4 Ps – Price and Place (ENG)

Apr 9, 2026

This lecture examines the fundamental roles that pricing and distribution play within the marketing mix. The first section explores Price as the only revenue-generating element, detailing major strategies such as customer value-based, cost-based, and competition-based...

LWS: Marketing The 4 Ps – Promotion (ENG)

Apr 9, 2026

This lecture details the strategic planning and execution of effective marketing communications within the modern business landscape. It introduces the concept of Integrated Marketing Communications (IMC), emphasizing the need for a carefully blended mix of...