Marketing: The Marketing Mix

Marketing: The Marketing Mix

Issued by Enderun Colleges

The owner of this badge can develop a comprehensive marketing mix inclusive of product, pricing, channel and promotional strategy for new product or service launch that is aligned with the intended positioning and is appropriate for the target market.

Skills

Earning Criteria

  • PRODUCT STRATEGY: Describe product/service features and packaging (as applicable), backed up by insights on the preferences of the target market. Summarize core brand philosophy and attributes.
  • PRICING STRATEGY: Defend the suggested price for the product by citing pricing strategies, benchmark data and estimates used
  • PROMOTION STRATEGY: Develop an integrated marketing campaign for the first three years of the product or service's life — specify themes, objectives, campaigns and costs. Present draft/mock collateral from the integrated marketing campaign
  • CHANNEL STRATEGY: For a Product: Create a realistic distribution model for the product.  For a Service: Identify the intended location for the service and discuss the servicescape