Marketing Management. Basic Level and Company Strategies — €199 for the full course

MediaIEU Professional Course

Marketing Management. Basic Level and Company Strategies

100 lectures — €199 for the complete course

Marketing in the twenty-first century can no longer be built solely around advertising, sales and product promotion. A modern company operates within a complex economic system in which human behaviour, choice, demand, money and the form of the market continuously influence one another.

The professional course “Marketing Management. Basic Level and Company Strategies” is based on the model “The Fundamental Law of Political Economy”. Marketing is considered not as a separate set of advertising tools, but as a system for managing a company through an understanding of Personality, behaviour, choice, demand, money, the direction of money flows and the Form of the System.

The first 50 lectures are devoted to the basic level of marketing management. They establish a professional foundation covering market research, customer understanding, the study of behaviour and choice, the identification of real demand, product creation, value formation, pricing, competition, promotion, sales and the management of marketing activities.

  1. Marketing management as a system for managing a company
  2. The role of marketing in business management
  3. Marketing, advertising and sales: differences and interconnections
  4. Marketing objectives and company objectives
  5. The customer as the starting point of marketing
  6. Customer behaviour and the reasons behind customer actions
  7. Customer choice and decision-making
  8. The formation of real demand
  9. Money as confirmation of the customer’s choice
  10. Value as the basis of exchange between the customer and the company
  11. The market and its boundaries
  12. Market structure and its main participants
  13. The company’s external marketing environment
  14. The company’s internal marketing environment
  15. The objectives of marketing research
  16. Sources of marketing information
  17. Qualitative market research methods
  18. Quantitative market research methods
  19. Observation of actual customer behaviour
  20. Verifying the existence of effective demand
  21. Assessing market size and capacity
  22. Market segmentation
  23. Selection of the target market
  24. Identification of the target customer group
  25. Creating a practical customer profile
  26. Customer needs, desires and problems
  27. The customer journey from the emergence of a need to purchase
  28. Factors that accelerate or prevent customer choice
  29. Creating a product based on a real need
  30. Products, services and integrated offerings
  31. Developing a value proposition
  32. Product quality from the customer’s perspective
  33. Managing the company’s product range
  34. The product life cycle
  35. Launching a new product on the market
  36. Product and company positioning
  37. The brand and its importance to the customer
  38. Trust in the company and its reputation
  39. Competitor analysis
  40. Building a competitive advantage
  41. The fundamentals of pricing in marketing management
  42. Price, discounts and the perception of value
  43. Sales channels and methods of reaching the customer
  44. Product promotion in the market
  45. Advertising as part of the marketing system
  46. Content and expertise as instruments for building trust
  47. Coordination between marketing and sales
  48. Customer acquisition, service and retention
  49. The marketing budget and performance evaluation
  50. A basic marketing audit of the company

 

The second 50 lectures are devoted to company strategies and constitute the strategic part of the course. They examine long-term business development, competitive advantages, product portfolio management, brand development, the direction of money flows, changing markets, strategic decisions, digital platforms, artificial intelligence and modern twenty-first-century marketing technologies.

  1. Marketing strategy as part of company strategy
  2. Strategic analysis of the company’s position
  3. Defining the long-term objectives of the business
  4. Selecting the direction of the company’s development
  5. A growth strategy for the existing market
  6. A strategy for entering a new market
  7. A strategy for creating a new market segment
  8. A product development strategy
  9. A product line expansion strategy
  10. A company diversification strategy
  11. Managing the portfolio of products and business areas
  12. Allocating resources between products and markets
  13. Discontinuing unprofitable products and business areas
  14. A strategy for operating in a mature market
  15. Company strategy in a declining market
  16. A strategy for creating new demand
  17. A strategy for changing customer behaviour
  18. A strategy for influencing customer choice without manipulation
  19. A differentiation strategy
  20. A cost reduction strategy
  21. A strategy of specialisation in a narrow market
  22. A premium product strategy
  23. A mass-market product strategy
  24. Strategy of a market-leading company
  25. Strategy of a company seeking market leadership
  26. Strategy of a market-following company
  27. Strategy of a small company competing against a large competitor
  28. Competitive actions and the company’s response decisions
  29. Protecting the company’s market position
  30. Building a long-term competitive advantage
  31. Strategic brand management
  32. The company’s brand architecture
  33. Brand and product repositioning
  34. Restoring trust in the company and rebuilding its reputation
  35. A customer retention strategy
  36. Increasing customer value for the company
  37. A strategy for working with key customers
  38. A strategy for partnerships and business ecosystems
  39. A sales channel management strategy
  40. Company strategy on digital platforms
  41. Platform dependence and business independence
  42. The use of data in company strategy
  43. Marketing personalisation and its limitations
  44. Artificial intelligence in marketing management
  45. Marketing and sales automation
  46. International marketing strategy
  47. The direction of money flows and the company’s position
  48. Scenario planning and preparation for market changes
  49. Strategic marketing control and changes to the company’s course
  50. Building a complete company marketing strategy

The course combines classical marketing, modern strategic management and an original model of political economy into a unified system for managing a company.

 

Who the Course Is For

For company owners, entrepreneurs, executives, marketers, business development specialists, commercial directors, brand managers, sales managers, students of economics and everyone seeking to understand modern marketing at a significantly deeper level than traditional textbooks provide.

The course is intended for people who make management decisions and need to see the interconnection between the customer’s Personality, behaviour and choice, real demand, the product, price, money flows, the company’s position in the market and its long-term strategy.

 

What Is Included

100 consecutive lectures in PDF format:

  • 50 lectures — “Marketing Management. Basic Level”
  • 50 lectures — “Company Strategies”

Additionally:

  • Introduction to the professional course
  • Author’s comments on selected topics

 

Objective

To teach you to understand marketing as a system for managing a company rather than as a separate set of advertising and sales tools. The course will help you see how the Personality, behaviour, choice and demand of customers are connected with the product, value, price, competition, money flows and the company’s long-term strategy.

After completing the course, you will be able to analyse the market, identify real demand, understand the reasons behind customer choice, create and develop products, formulate a marketing strategy, manage competitive advantages and assess the impact of company decisions on profit, market position and the further development of the business.

 

Price

Complete professional course — €199 / Purchase the course

Once payment has been made, the complete course is considered purchased. No additional payment is required for subsequent lectures.

By making the payment, you confirm your agreement with the document “Terms and Conditions for Purchasing a Course Subscription, Payment and Receipt of MediaIEU Digital Lecture Packages”.

 

Additional Information

Format: PDF / ZIP archive.

Delivery: two new lectures are sent to the purchaser by email every week. Lectures are sent on Fridays.

First delivery: on the first Friday following payment.

Course language: English.

 

Iv.Spolan
Author of the model “Basic Law of Political Economy”

Terms for the Purchase, Payment and Receipt of MediaIEU Digital Professional Courses and Practical Lectures

Version dated 15 July 2026

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Iv.Spolan (Ivo Spolans)

Author of the model “Basic Law of Political Economy”

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d) a full email inbox;

e) blocked attachments or messages;

f) local security settings;

g) lack of an internet connection;

h) an incorrectly provided email address;

i) other circumstances attributable to the Buyer.

18.4. If a file was damaged during delivery or cannot be opened due to a technical issue attributable to MediaIEU, the materials are sent again.

18.5. MediaIEU may replace the file format with another commonly used digital format where this is necessary for technical delivery and does not alter the content.

18.6. The Buyer independently ensures that sufficient storage space is available for saving the materials.

18.7. MediaIEU is not responsible for deletion of the materials from the Buyer’s device, loss of access to the email account or loss of files after they have been properly sent.

19. Errors in the Buyer’s Information

19.1. The Buyer is responsible for the accuracy of the email address and other information provided when making payment.

19.2. If an incorrect email address was provided, the Buyer must provide information enabling the payment to be identified.

19.3. For payment verification, MediaIEU may request:

a) the email address used for payment;

b) the payment date;

c) the title of the paid Professional Course or Practical Lecture;

d) the payment amount;

e) proof of payment;

f) other information required to identify the payment.

19.4. After the payment has been confirmed, the materials are sent to the correct email address.

19.5. MediaIEU is not required to send the materials to a new email address before the verification process has been completed.

19.6. A delay caused by the Buyer providing an incorrect email address or incomplete information does not constitute a breach of the delivery schedule by MediaIEU.

20. Personal Data

20.1. The Buyer’s personal data is processed to the extent necessary to place and confirm the payment, provide the Digital Materials, communicate with the Buyer, fulfil accounting and legal obligations and protect the legitimate interests of MediaIEU.

20.2. Personal data is processed in accordance with applicable law and the MediaIEU Privacy Policy.

20.3. For the purpose of fulfilling the purchase, the Buyer’s name, email address, payment information, information about the purchased product, payment date, amount and delivery history may be processed.

20.4. Payment information may be processed by the relevant bank or payment service in accordance with its terms and privacy policy.

20.5. The Buyer must provide their own email address or an email address that they are entitled to use for receiving the materials.

20.6. The Buyer’s contact information is not used to provide the materials to third parties without a legal basis.

21. Liability

21.1. MediaIEU is responsible for providing the paid Digital Product in accordance with its description, the established schedule and applicable law.

21.2. MediaIEU is not responsible for decisions, actions, transactions, expenses, losses or other consequences arising from the Buyer’s independent application of the information received.

21.3. MediaIEU does not guarantee any specific commercial, financial, professional, employment-related or personal result.

21.4. MediaIEU is not responsible for the actions of banks, payment services, email operators, internet service providers, public authorities, notaries, registers or other independent third parties.

21.5. MediaIEU is not responsible for changes in legislation, taxes, fees, banking requirements, administrative procedures or market conditions after the relevant materials have been prepared.

21.6. The provisions of this section do not restrict liability that cannot be restricted under mandatory provisions of applicable law.

22. Termination of Further Delivery of Materials

22.1. MediaIEU may suspend or terminate further delivery of materials to the Buyer where there are substantiated grounds to believe that the Buyer:

a) distributes the purchased materials;

b) resells the materials;

c) publishes the materials in open access;

d) transfers the materials to third parties;

e) uses the materials as the Buyer’s own commercial product;

f) made payment using another person’s payment details without the appropriate right;

g) initiated an unjustified refund or payment dispute after receiving the materials;

h) otherwise materially breaches these Terms.

22.2. Suspension of delivery shall not be applied arbitrarily and must be connected with an alleged material breach of these Terms.

22.3. MediaIEU may request an explanation from the Buyer or confirmation that the materials are being used lawfully.

22.4. If the alleged breach is not confirmed, delivery of the materials resumes.

22.5. Termination of delivery due to the Buyer’s material breach of these Terms does not automatically create a right to a refund.

22.6. This section does not restrict the mandatory rights of a Consumer under applicable law.

23. Changes to the Programme and Materials

23.1. MediaIEU may clarify the titles of individual lectures, the order of internal sections, the design and the format of the materials.

23.2. Changes must not deprive the Buyer of a substantial part of the content stated on the Product Page at the time of payment.

23.3. MediaIEU may add supplementary materials to a Professional Course or Practical Lecture without additional payment.

23.4. The addition of supplementary materials does not create an obligation to expand a previously purchased product on a continuing basis.

23.5. New independent courses, lectures, editions or products released after the purchase are not automatically included in the previously purchased product unless expressly stated otherwise by MediaIEU.

24. Changes to the Terms

24.1. MediaIEU may update these Terms for future purchases.

24.2. The Terms in force at the time of payment apply to the relevant purchase.

24.3. Changes to these Terms do not cancel a purchase that has already been made.

24.4. Changes to these Terms do not reduce the scope of a Digital Product that has already been paid for.

24.5. A new version of the Terms applies to purchases made after its effective date unless otherwise required by applicable law.

24.6. The date of the latest update is stated in this document.

25. Contact Regarding Payment and Receipt of Materials

25.1. For matters relating to payment, receipt of materials, an incorrect email address, repeat delivery, withdrawal from the purchase or a refund, the MediaIEU contact details published on the website at the time of purchase shall be used.

25.2. When contacting MediaIEU, the Buyer must provide the information required to identify the payment and the relevant Digital Product.

25.3. The communication must contain a brief description of the issue or technical problem.

25.4. MediaIEU may request additional information required to verify the payment and protect the materials against unauthorised receipt by third parties.

25.5. The official public MediaIEU email address is stated at the end of these Terms.

26. Applicable Law and Dispute Resolution

26.1. These Terms apply subject to the mandatory provisions of the laws of the European Union and the Republic of Latvia.

26.2. Where the Buyer is a Consumer, these Terms do not restrict mandatory rights granted under the law of the country in which the Consumer habitually resides, where those provisions apply.

26.3. The parties shall seek to resolve any issues by means of written communication and exchange of information.

26.4. Before contacting a competent authority, the Buyer shall send MediaIEU a written description of the issue allowing the payment, delivery and subject matter of the communication to be verified.

26.5. If the dispute cannot be resolved through direct communication, it shall be considered in accordance with applicable law.

26.6. Nothing in these Terms restricts the Consumer’s right to contact a competent consumer-protection authority or a court.

27. Final Provisions

27.1. By paying for a MediaIEU Professional Course, Practical Lecture or other Digital Product, the Buyer confirms that they have read these Terms.

27.2. The Buyer confirms that they understand the digital format of the materials, the Friday delivery procedure, the conditions of personal use and the restrictions on distribution.

27.3. The Buyer confirms that, before making payment, they reviewed the description, content and delivery schedule of the selected product.

27.4. The Buyer confirms that the Professional Course is provided successively at the rate of two lectures every Friday until all lectures included in the course have been provided.

27.5. The Buyer confirms that a Practical Lecture is sent on Fridays in accordance with the procedure stated on the page of the relevant Practical Lecture.

27.6. If any provision of these Terms is found to be invalid or unenforceable, this does not affect the validity of the remaining provisions.

27.7. Section headings are used for convenience and do not alter the meaning of the provisions contained in those sections.

27.8. These Terms apply to all MediaIEU Professional Courses, Practical Lectures and other digital educational materials unless special terms are specified on the page of a particular product.

 

Public contact details:

Email: info@mediaieu.cc

Website operator:

MEDIA IEU, SIA

Registration number: LV40203268669

Address: LV5201 Latvia, Jēkabpils

Andreja Pormaļa iela 15

Platform: Mediaieu.CC

A European platform connecting people, services and opportunities through a behaviour-based economy across countries, systems and digital environments.

Last updated: 15 July 2026.

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