What Are the 4 A’s of Marketing - Jagdish Sheth (Coursera)

Course 1 of 4 in the The 4 A's of Marketing with Jagdish Sheth Specialization.

Skills You Will Gain

- Understand that product knowledge is as important as a brand knowledge

- Understand how to think like a customer and put yourself in their shoes

- Understand how the 4A’s of marketing can be used as a segmentation tool

- Understand the multiplicative relationship between all 4A’s of marketing

- Understand the importance of focusing on accessibility and acceptability to unlock market value

Syllabus

WEEK 1

4 A’s: Awareness & Accessibility (Part 1)

4 ‘A’s of a Marketing is a framework developed by Dr. Jagdish Sheth. This course explores why we need a new perspective in Marketing. The four reasons the framework takes into account to augment the case are new market realities, marketing productivity crisis, marginalization of marketing, and the market perspective. This segment specifically focuses on the two distinct values (‘A’s) customers seek in the market as buyers (Accessibility) and their knowledge (Awareness) of products & services, while defining and mapping extended definitions of the 2 ‘A’s. The advantages of 4 As framework and its application as a planning tool for new product launches as well as diagnostic tool for existing products is discussed in detail.

WEEK 2

4 A’s: Awareness & Accessibility (Part 2)

4 ‘A’s of a Marketing is a framework developed by Dr. Jagdish Sheth. This module continues to explore why we need a new perspective in Marketing. The four reasons the framework takes into account to augment the case are new market realities, marketing productivity crisis, marginalization of marketing, and the market perspective. This segment specifically focuses on the two distinct values (‘A’s) customers seek in the market as buyers (Accessibility) and their knowledge (Awareness) of products & services, while defining and mapping extended definitions of the 2 ‘A’s. The advantages of 4 As framework and its application as a planning tool for new product launches as well as diagnostic tool for existing products is discussed in detail.

WEEK 3

4 A’s: Acceptability & Affordability

4 ‘A’s of a Marketing is a framework developed by Dr. Jagdish Sheth. This is the final segment of this course. This segment specifically focuses on the other two distinct values (‘A’s) customers seek in the market as payers (Affordability) and as users (Acceptability) of products & services; while defining and mapping extended definitions of the 2 ‘A’s. Also explored are concepts, around how to develop markets to improve brand awareness, improve product knowledge, the advantages of 4 As framework and its many applications as a planning tool for new product launches as well as diagnostic tool for existing products is discussed in detail.