From Ioannis Kourouklides
Jump to navigation Jump to search
The printable version is no longer supported and may have rendering errors. Please update your browser bookmarks and please use the default browser print function instead.

This page contains resources about Marketing and Branding.

Subfields and Concepts


  • Lean Marketing
  • Agile Marketing
  • Business-to-Business (B2B) Marketing
  • Business-to-Consumer (B2C) Marketing
  • Growth Hacking
  • Growth Marketing
  • Traction
  • Marketing Campaign
  • Public Relations (PR)
  • Offline Advertising / Offline Marketing
    • Print media (for example newspapers, magazines, flyers and brochures),
    • Radio and Television advertisements
    • Mobile phone messages (SMS and MMS) and callback
  • Online Advertising / Online Marketing / Internet Advertising / Internet Marketing
    • Affiliate Marketing
    • (Digital) Display Advertising / Banner Advertising
    • Email Marketing
    • Search Engine Optimization (SEO)
    • Search Engine Marketing (SEM)
    • Social Media Marketing
    • Video Advertising
    • Content Marketing
    • Influencer Marketing
    • PPC Marketing (i.e. Pay-Per-Click)
  • Digital Marketing
    • Online Marketing
    • Radio and Television advertisements
    • Mobile phone messages (SMS and MMS) and callback
  • Brand Marketing
  • Word of Mouth (WOM) Advertising


  • Content Management System (CMS)
  • Customer Relationship Management (CRM)
  • Chatbots

Marketing Strategy

  • Marketing Plan
  • Marketing mix (or "Four P's")
    • Product
    • Price
    • Place
    • Promotion
  • Unique Value Proposition (UVP) / Customer Value Proposition (CVP)
    • Value Parity and Value Wedge
  • Marketing Research / Market Research
  • Competitive Positioning
  • SWOT Analysis (i.e. Strengths, Weaknesses, Opportunities, Threats)
  • Branding
    • Logo
    • Mission and Vision Statements
    • Values
    • Tagline and Slogan (i.e. mini-mission statement)
    • Brand Positioning Statement
    • Brand Messaging
    • Brand Promise
  • Marketing Metrics:
    • AARRR Framework (i.e. Acquisition, Activation, Retention, Referral and Revenue)

Online courses

Video Lectures

Lecture Notes


  • Weinberg, G., & Mares, J. (2015). Traction: How Any Startup Can Achieve Explosive Customer Growth. Penguin.
  • Moore, G. A. (2014). Crossing the Chasm. 3rd Ed. Harper Business.


See also

Other Resources



Marketing Strategy