Week 8 Discussion- Marketing for Competitiveness

Marketing for Competitiveness

Week 8 Learning Resources

Digital Marketing Basics

Digital marketing refers to the type of marketing that utilizes online channels and their associated technologies and platforms to promote products and services for a business. Digital marketing is important because it helps to drive more qualified traffic to a business because of the interest generated. Through these resources, you will explore some of the basic ideas related to digital marketing.

· Alexander, L. (2021, March 16).  The who, what, why, & how of digital marketingLinks to an external site. .  HubSpot.  https://blog.hubspot.com/marketing/what-is-digital-marketing

· Erhart, A. (2019, August 1).  What is digital marketing? And how does it work?  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=NvgJ2mPWHX8

Persuasion and Marketing

If marketing is the process of promoting an organization’s products or services, then one of the key foundations of that process is the ability to persuade others to have an interest in those products or services. Using these resources, you will consider what persuasion is and the role it plays in marketing.

· Communication Coach Alex Lyon. (2020, August 25).  What is persuasion  ?Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=lAxMdswA_-s Note: The approximate length of this media piece is 4 minutes.

· CrashCourse. (2018, April 3).  Influence & persuasion: Crash course media literacy #6  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=VXhLmkrN0-I Note: The approximate length of this media piece is 10 minutes.

· Emerald Works Limited. (n.d.).  Powers of persuasion    Download Powers of persuasion . MindTools. https://www.mindtools.com/community/pages/article/PowersofPersuasion.php MindTools.com. Powers of Persuasion. Management Training and Leadership Training – Online. https://www.mindtools.com/community/pages/article/PowersofPersuasion.php Reprinted by permission of Mind Tools Ltd. via the Copyright Clearance Center. Licensed in 2021. Time Estimate: 7 minutes

· Grant, A. (2021, March 1).  Persuading the unpersuadable .  Harvard Business Review ,  99 (2), 131–135.

· Schillewaert, N. (2021, February 17).  6 principles of persuasive marketing: How to influence peopleLinks to an external site. .  InSites Consulting . https://insites-consulting.com/blog/6-principles-of-persuasive-marketing-how-to-influence-people/

· SciShow Psych. (2017, September 18).  How ads (and people) persuade you  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=HzevRHUEnVI

Tactical Marketing Tools and Techniques

Tactical marketing tools and techniques are used to execute a marketing strategy to meet the business’s objectives. When developing a product or service, the design focuses on specific people groups that are likely to need it and use it (i.e., the target market(s)); therefore, the tactical marketing tools and techniques are employed in ways that let those groups know about the product or service and how it will be delivered to them. Using these resources, you will consider the use of tactical marketing tools and techniques.

· Frasier, R. (2020, January 30).  Persuasive techniques to use in marketing with Robert Cialdini  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=-jvcIanyPfU

· Pietrzak, L. (2019, October 26).  It’s not manipulation, it’s strategic communication  Links to an external site.  [Video]. TEDxGeorgetown. https://www.ted.com/talks/lukas_pietrzak_it_s_not_manipulation_it_s_strategic_communication

· Tracy, B. (2015, January 29).  Using the law of reciprocity and other persuasion techniques correctly  Links to an external site.  [Video]. YouTube. https://www.youtube.com/watch?v=n1zNwA61Y7g