1. Modern Customer Behavior
• If you’ve been trying hard to sell but still have few customers, it means your current assumptions may be wrong.
• In this lesson, you will learn about changes in customer behavior, so you can design marketing plans that truly win their hearts.
• Marketing theories and case studies across all eras (Marketing 1.0 vs 2.0 vs 3.0 vs 4.0)

2. Customer Journey — the decision-making path of consumers
• Customers don’t just see a product and buy it. What’s going on in their minds before they decide to purchase?
• Traditional beliefs and old-school marketing textbooks no longer work.
• In this lesson, you will learn and understand the psychology behind customer decisions and how marketing has evolved over time.

3. Marketing Strategy
• Learn from the marketing textbooks used by universities around the world.
• Product-focused marketing strategies (4P)
• Customer-focused marketing strategies (4C)
• Segmentation, Targeting, and Positioning (STP)
• Customer segmentation strategies
• Targeting strategies
• Positioning strategies
• Competitor analysis techniques
• Market share evaluation (Growth Share Matrix)

4. Branding
Among ten brands on a shelf, only one often dominates 90% of the market.
In this lesson, you’ll learn brand-building strategies and techniques, including:
• 3i Branding Framework
• Defining brand identity (Brand Identity)
• Designing brand image (Brand Image)
• Planning brand integrity and consistency (Brand Integrity)

1. Finding business ideas and principles for problem analysis to identify opportunities for growth
• Evaluating the feasibility of business ideas
• Developing the business using cost control principles (Lean)
• Coping and adapting for business survival in the era of disruption, where most companies are shutting down

2. Business plan creation
• Defining the business value (Value Proposition)
• Analyzing the business plan to improve weaknesses and enhance strengths

3. Business analysis/evaluation for problem-solving and revenue growth, with a focus on practical application
• SWOT Analysis: analyzing strengths, weaknesses, opportunities, and threats in various dimensions
• Key indicators entrepreneurs must know and monitor closely (Indicator)
• How to interpret data for situation analysis and evaluation (Data Analysis)
• Cost analysis
• Pricing strategies
• Principles of quality control and continuous improvement of products and services

4. Common mistakes in doing business
5. Principles of dealing with mistakes (Crisis Management)
6. Essential tools entrepreneurs should know to manage operations effectively
7. Case studies of interesting businesses across various industries worldwide

1. Accounting 101 — Basic accounting and tax planning every entrepreneur should know
2. Essential math for business owners
3. Cost calculation principles and common mistakes
4. Dos and don’ts in cost management
5. Creating a financial model to analyze growth rate, market share, profit, payback period, and more
6. Conducting a Feasibility Study using a financial model
7. Calculating business viability using the Capital Asset Pricing Model (CAPM) and other practical alternatives
8. Accounting pitfalls to watch out for
9. How to audit your accounts to detect employee fraud
10. Business taxation
11. Return on investment (ROI) assessment
12. Principles of budget management
13. Fundraising and special privileges for entrepreneurs — understanding capital increase and raising funds from investors
• Types of government support funding
• Techniques and methods to apply for government funding
• How to apply for tax exemption privileges from the Board of Investment (BOI)