This training offers a fresh and multidimensional take on marketing environments—perfect for startups looking to build smart strategies from the ground up. Rather than relying solely on traditional frameworks, it integrates perspectives from network theory, institutional thinking, and the sociology of markets. This broader lens deepens your understanding of how markets truly function and how customer value is created and perceived.
Key themes include societal marketing, service-dominant logic, co-creation, and the dynamics of networks and collaboration. You'll explore how businesses interact within industry ecosystems, how buying behaviors form, and how resources and competitive paths evolve over time. By mastering these foundational ideas, you’ll be better equipped to position your startup effectively through segmentation, targeting, and positioning—ensuring your brand stands out and connects meaningfully in a complex market landscape.