Fundamentals of Marketing Strategy
- Offered byCoursera
Fundamentals of Marketing Strategy at Coursera Overview
Duration | 17 hours |
Total fee | Free |
Mode of learning | Online |
Official Website | Explore Free Course  |
Credential | Certificate |
Fundamentals of Marketing Strategy at Coursera Highlights
- Earn a Certificate upon completion
Fundamentals of Marketing Strategy at Coursera Course details
- This improves their prospects for employment advancement, higher salaries, and greater job satisfaction
- Throughout this course, learners will be given the opportunity to explore key and relevant marketing models and concepts in the formulation of effective marketing strategy
- Learners will also engage in research as well as the application of key models and concepts to gain further insights into the implementation of an effective marketing strategy in a competitive business environment
- At the end of this course, learners will gain a deeper understanding of the nature of a rather dynamic marketing environment, and will have developed new skills to enable them to conduct audits of the macro and micro-marketing environments for an organisation and most importantly be able to design and implement an effective marketing strategy
Fundamentals of Marketing Strategy at Coursera Curriculum
Week 1: The marketing environment audit
Week introduction - The marketing environment
Start a study journal
Activity - Defining the market environment audit
Model answer - Defining the market environment audit
Activity - Reflection: the marketing environment
Video - The nature and scope of the marketing environment
Week 1 summary
The marketing environment audit
Week 2: Conducting audits of the macro- and micro-marketing environments for an organisation
Week 2 introduction
SWOT analysis
Model answer - SWOT analysis
Porter's five forces model
Model answer - Porter's five forces model
Activity - Analysing the macro-environment
Model answer - Analysing the macro-environment
Activity - Reflection: the interactions between the micro- and macro-environments
Week 2 summary
Conducting audits of the macro- and micro-marketing environments for an organisation
Week 3: Implementation of an effective marketing strategy
Market segmentation
Week 3 introduction
Activity - Nike case study
Activity - Lucozade's targeting strategies
Model answer - Lucozade's targeting strategies
Market targeting - why it pays to differentiate
Activity - Positioning in marketing
Model answer - Positioning in marketing
Week 3 summary
Implementation of an effective marketing strategy
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