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Science of Marketing
Overview
What to expect in the course (2:33)
Awareness
Overview | Awareness (0:45)
1.1: System One and Two | How you make decisions (6:24)
1.2: System One and Two | Consumers are irrational (8:37)
2.1: Distinctiveness | Why standing out works (9:06)
2.2: Distinctiveness | Building a memorable brand (9:01)
2.3: Distinctiveness | The cocktail party effect (5:09)
3.1: Mere Exposure | We love familiarity (6:17)
3.2: Mere Exposure | The cost of short-termism (7:08)
4.1: Influencers | What makes someone convincing? (9:39)
4.2: Influencers | Why influencer marketing works (6:21)
How to apply | Awareness
Consideration
Overview | Consideration (0:57)
5.1: Social Proof | More than just logos (5:38)
5.2: Social Proof | How to apply (7:24)
5.3: Social Proof | Negative social proof (4:42)
6.1: Primacy Effect | Why first impressions matter (5:47)
6.2: Primacy Effect | Primacy in marketing (6:28)
7.1: Framing | There's no neutral (7:51)
7.2: Framing | Understanding product perception (5:00)
8.1: Scarcity | The secret behind tasty cookies (6:40)
8.2: Scarcity | Smart ways to apply (8:40)
8.3: Scarcity | Choice paralysis (7:33)
How to apply | Consideration
Acquisition
Overview | Acquisition (1:00)
9.1: Anchoring | Every consumer needs an anchor (5:54)
9.2: Anchoring | Shift consumer perception (11:31)
10.1: Consistency | Small commitments lead to big actions (12:06)
11.1: Pricing | Five pricing principles (14:23)
11.2: Pricing | Pushing pain into the future (5:17)
11.3: Pricing | The decoy effect (5:17)
How to apply | Acquisition
Retention
Overview | Retention (0:54)
12.1: IKEA Effect | We love what we build (10:22)
12.2: IKEA Effect | Building addictive products (6:16)
13.1: Reciprocity | Returning a favor (9:01)
13.2: Reciprocity | Give before you take (7:49)
14.1: Loss Aversion | Losses loom larger than gains (6:19)
14.2: Loss Aversion | Highlighting loss in marketing (7:49)
How to apply | Retention
What's Next?
A few things before you go
The Product Marketing Alliance
Reading list
Teach online with
What to expect in the course
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