Marketing Strategy

Curriculum

• What does the course cover

  1 Lesson 2 Min

  Introduction to the course and what you will learn in the lessons to come.

  What does the course cover
• Marketing: An introduction

  4 Lessons 12 Min

  Excellent marketing means actively listening to customers and constantly refining a firm’s product offering. It is not a coincidence that the most successful companies in the world look for patterns in customer behavior and create products that satisfy their needs. Businesses become truly profitable when they build a loyal fanbase.

  Introduction to marketing

  What is marketing's role

  Who works in marketing

  Marketing's key processes
• Building a Marketing Strategy

  7 Lessons 29 Min

  This section of the Marketing Strategy course focuses on customer behavior and the psychology behind buying decisions. It is crucial to understand how customers act so we can determine what product they need. Once we have a good grasp of our customers’ needs, wants, and desires, we can choose our target group. These are key steps of the marketing strategy building process.

  What is a marketing plan

  The psychology of customers - needs, wants, and demands

  Conducting marketing research

  The different stages of marketing research

  Collecting primary data for marketing research

  Performing client segmentation

  Choosing a target customer group
• How to set up an effective Marketing Mix

  1 Lesson 2 Min

  The four Ps of a marketing mix are product, price, place, and promotion. Combined, they make for an effective product launch. The role of marketing managers is to tailor them to the target market they have chosen to pursue.

  The four Ps of marketing and their importance
• How to set up an effective Marketing Mix - Product decisions

  5 Lessons 15 Min

  This section of the Marketing Strategy course goes into more detail about product decisions. Goods and services that cover people’s basic needs are simply not enough. Customers want to become clients of firms that offer a complete product concept. That is why marketers need to emphasize a product’s benefits, the satisfaction it provides, and the symbols and ideas it communicates. In other words, they need to create a positive expectation.

  The product concept

  Classifying a firm's products

  The typical product life cycle

  Product branding

  Product packaging
• How to set up an effective Marketing Mix - Pricing decisions

  3 Lessons 8 Min

  Pricing needs to be consistent with the overall marketing mix strategy of a company. There are three main components marketers need to consider when determining it: cost (the amount needed to produce a product), price (the price customers pay to buy it), and value (the value customers receive). This section covers the factors influencing product pricing and how to calculate it.

  The variables influencing product pricing

  The demand curve

  Performing breakeven calculations
• How to set up an effective Marketing Mix - Place decisions

  3 Lessons 9 Min

  Product distribution decisions are one of the most complex and time-consuming, but also extremely important tasks of marketing specialists. This section includes the fundamentals of product distribution and peculiarities of e-commerce.

  Setting up product distribution

  Types of distribution channels

  The advent of e-commerce
• How to set up an effective Marketing Mix - Promotion decisions

  3 Lessons 7 Min

  Integrated marketing efforts help brands establish an online presence and get discovered by potential customers. Product promotion is the art of communicating a product’s benefits to customers and convincing them to acquire the product once, or ideally, multiple times. This part of the Marketing Strategy course features an overview of the key aspects of promotion decisions.

  The essence of marketing promotion

  Creating a marketing campaign

  The importance of social media
• How to set up an effective Marketing Mix - A dynamic concept

  1 Lesson 3 Min

  A company’s marketing mix strategy is a dynamic concept. It evolves and requires adjustments aligned with the firm’s overall competitive strategy. As a marketing specialist, you need to understand the dynamic nature of the field and adapt to it.

  The four Ps of Marketing - A dynamic concept
• Marketing strategy in the long run

  5 Lessons 18 Min

  This section of the Marketing Strategy course describes how firms allocate their funds to different initiatives. Some of the other topics discussed are marketing KPIs, customer lifetime value (CLV), and short vs. long-term marketing goals.

  Allocating the funds available for Marketing - The budgeting exercise

  Using KPIs to improve decision-making

  Short-term vs. Long-term marketing goals

  Interpreting and calculating the Customer-Lifetime-Value formula

  Case study: Coca-Cola and Christmas