Marketing L3 Study Sheets

Marketing L3 combines strategic and operational dimensions plus the now-central digital component. Strategic frameworks include SWOT, PESTEL, Porter's five forces, the STP process (segmentation, targeting, positioning) and tools like the perceptual map. Operational marketing revolves around the 4P (Product, Price, Place, Promotion) extended to 7P for services (adding People, Process, Physical evidence). Pricing strategies range from skimming to penetration, yield management and freemium. Consumer behaviour relies on the EKB process, Maslow's hierarchy and the SOR model. Digital marketing covers the conversion funnel, SEO/SEA, social ads, email automation, inbound marketing and influencer marketing, with KPIs like CAC, LTV, ROAS and conversion rate.

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