Study guide: 2 Changing Marketing Landscape

📋 Course Outline

1. Digital Age and Marketing
2. Globalization Challenges and Opportunities
3. Nonprofit Marketing and Social Impact
4. Sustainable Marketing and Responsibility

📖 1. Digital Age and Marketing

★ Must-know

• The course states that 63% of the world population is online and that online purchases account for up to 25% of all sales in the US.

• Digital-age marketing uses social media's large online reach for real-time or situational marketing and integrated campaigns.

Further detail

• The course reports Facebook has 2.9 billion users and TikTok has 1 billion users.

• Mobile apps can serve as sales channels, while big data supports advanced analysis of consumer insights.

• Marketers use AI for:

  • consumer communication
  • sales
  • after-sales services

📖 2. Globalization Challenges and Opportunities

★ Must-know

• Digital platforms and e-commerce enable businesses to reach international markets, including small businesses competing globally and digital-service providers that are born global.

📌 Globalization expands market access, while intensified competition makes innovation, differentiation, and unique value propositions necessary in crowded marketplaces.

Further detail

📌 A culturally diverse consumer base calls for inclusive, culturally sensitive marketing and messages customized to resonate with diverse audiences.

• Digital marketing tools include:
  • social media
  • SEO
  • targeted advertising

💡 Memory Hook

Global reach opens markets, while a crowded marketplace demands differentiation.

📖 3. Nonprofit Marketing and Social Impact

★ Must-know

• Not-for-profit organizations adopt marketing campaigns that emphasize social impact and community engagement.

📌 Nonprofit marketing shifts the emphasis from sales-driven marketing to purpose-driven marketing that highlights social causes and community benefits.

Further detail

• Nonprofits use emotional storytelling and relatable, impactful messages to connect with audiences and mobilize support.

• Nonprofits use digital platforms and social media to amplify reach, encourage global participation and collective action, and support digital crowdfunding.

📖 4. Sustainable Marketing and Responsibility

★ Must-know

📌 Sustainable marketing shifts from a product-centric approach to a sustainability-centric approach in response to consumer demand for environmental and social responsibility.

• Marketers support sustainable choices by educating consumers and promoting sustainable lifestyles.

Further detail

📌 Aligning marketing with consumer values can support long-term profitability.

💡 Memory Hook

Consumer demand for environmental and social responsibility drives sustainability-centered marketing.