Marketing Strategy
- Offered byCoursera
Marketing Strategy at Coursera Overview
Duration | 59 hours |
Start from | Start Now |
Mode of learning | Online |
Difficulty level | Beginner |
Official Website | Go to Website  |
Credential | Certificate |
Marketing Strategy at Coursera Highlights
- Earn a certificate from Illinois Tech
- Add to your LinkedIn profile
- 31 assignments
Marketing Strategy at Coursera Course details
- Marketing Communications
- Marketing Leadership
- Marketing Strategy
- Marketing Organization
- This introductory MBA marketing strategy course emphasizes core marketing concepts involved in creating, communicating, and delivering value as core to business models
- It covers marketing in various contexts including small businesses, corporations, and nonprofits, focusing on the exchange of value
- The course introduces key marketing concepts: the "four Cs" (customer values, company capacity, competitors, constraints) and the "four Ps" (product, price, place, promotion)
- It moves beyond traditional views of marketing as just advertising, highlighting the importance of understanding customer needs and product differentiation
- The course also explores Holistic Marketing, addressing the complexities of modern organizations
Marketing Strategy at Coursera Curriculum
Module 1: Strategic Overview of Marketing
Course Overview
Instructor Introduction
Module 1 Introduction
Definition of Marketing Pt. 1
Definition of Marketing Pt. 2
Marketing Strategies and Plans Pt. 1
Marketing Strategies and Plans Pt. 2
Market Research and Analysis Pt. 1
Market Research and Analysis Pt. 2
Syllabus
Module 1 Introduction Reading
Business Model and Value Proposition Videos
Activity 1 : Marketing , Innovation, and the Business Model
Definition and Scope of Marketing Reading
Marketing Strategies & Plans Reading
Activity 2 - Find a Marketing Plan and Checklist
Market Research & Analysis Reading
Module 1 Summary
Definition and Scope of Marketing Quiz
Marketing Strategies and Plans Quiz
Market Research and Analysis Quiz
Module 1 Summative Assessment
Meet and Greet Discussion
DQ 1: Introduction and Your Personal Customer Experience
DQ 2: The Storytelling Aspect of Marketing
Module 2: Connecting with Customers
Module 2 Introduction
Building Loyal Relationships Pt. 1
Building Loyal Relationships Pt. 2
Building Loyal Relationships Pt. 3
Buying Dynamics Pt. 1
Buying Dynamics Pt. 2
Building Loyalty Reading
Buying Dynamics Reading
ACTIVITY 4: Customer Buying Process
ACTIVITY 4: Customer Buying Process Answers
Module 2 Summary
Building Loyalty Quiz
Buying Dynamics Quiz
Module 2 Summative Assessment
DQ 4: Consumer Decisions
Module 3: The Power of Strategic Brand Management
Module 3 Introduction
Segmentation and Targeting Pt. 1
Segmentation and Targeting Pt. 2
Segmentation and Targeting Pt. 3
Positioning Pt. 1
Positioning Pt. 2
Positioning Pt. 3
Branding for Growth Pt. 1
Branding for Growth Pt. 2
Segmentation & Positioning Reading
Video Resources
Positioning Reading
Video Resources
Branding for Growth Reading
Video Resources
Module 3 Summary
Segmentation & Positioning Quiz
Positioning Quiz
Branding for Growth Quiz
Module 3 Summative Assessment
DQ 5: Coca-Cola and Human-Centric Marketing
Module 4: Value Creation
Module 4 Introduction
Product Mix and New Offerings Pt. 1
Product Mix and New Offerings Pt. 2
Analyzing and Marketing Services Pt. 1
Analyzing and Marketing Services Pt. 2
Strategic Pricing Pt. 1
Strategic Pricing Pt. 2
Product Mix and New Offerings Reading
Analyzing and Services Marketing Reading
Activity 6: Services vs Product Marketing
Activity 6: Services vs Product Marketing Self-Review Guide
Strategic Pricing Reading
Module 4 Summary
Product Mix and New Offerings Quiz
Analyzing and Services Marketing Quiz
Strategic Pricing Quiz
Module 4 Summative Assessment
Module 5: Customer Value Delivery
Module 5 Introduction
Integrated Marketing Channels Pt. 1
Integrated Marketing Channels Pt. 2
Integrated Marketing Channels Pt. 3
Retailing, Wholesaling and Logistics Pt. 1
Retailing, Wholesaling and Logistics Pt. 2
Integrated Marketing Channels – Omnichannel Reading
Retailing, Wholesaling and Logistics Reading
Module 5 Summary
Integrated Marketing Channels – Omnichannel Quiz
Retailing, Wholesaling and Logistics Quiz
Module 5 Summative Assessment
Module 6: Communicating Value and the Role of Increasing Role of Digital Marketing
Module 6 Introduction
Integrated Marketing Communications Pt. 1
Integrated Marketing Communications Pt. 2
Advertising, Sales, Promotion and PR Pt. 1
Advertising, Sales, Promotion and PR Pt. 2
Digital Marketing Pt. 1
Digital Marketing Pt. 2
Integrated Marketing Communications Reading
Advertising, Sales, Promotion and PR Reading
Digital Marketing Reading
Activity 7: SEO Search Result (SERP)
Activity 7: SEO Search Result (SERP) Self-Review Guide
Module 6 Summary
Integrated Marketing Communications Quiz
Advertising, Sales, Promotion and PR Quiz
Digital Marketing Quiz
Module 6 Summative Assessment
DQ 7: Digital Marketing Channels
Module 7: Global Marketing
Module 7 Introduction
Introduction to Global Marketing Pt. 1
Introduction to Global Marketing Pt. 2
Global Market Entry Pt. 1
Global Market Entry Pt. 2
Responsible Global Marketing Pt. 1
Responsible Global Marketing Pt. 2
Introduction to Global Marketing: What is it? Reading
Global Market Entry Reading
Responsible Global Marketing Reading
Angela Wang: Future of Shopping Video
Module 7 Summary
Introduction to Global Marketing: What is it? Quiz
Global Market Entry Quiz
Responsible Global Marketing Quiz
Module 7 Summative Assessment
DQ 8: Global Marketing
Module 8: Marketing Orientation & Managing the Marketing Organization for Long-Term Success
Module 8 Introduction
Introduction to Market Orientation
Function of Marketing in the Organization & Challenges
The Marketing Rockstar
Market Orientation & Value Reading
Function of Marketing in the Organization & Challenges Reading
Marketing Leadership Perspectives Video
The Marketing Rockstar Reading
Dr. Rob’s Marketing Rockstar Tip Sheet
Module 8 Summary
Market Orientation & Value Quiz
Function of Marketing in the Organization & Challenges Quiz
The Marketing Rockstar Quiz
Module 8 Summative Assessment
DQ 9: What Does A CMO Do?
DQ 10: Reflection on Marketing and Leadership
Summative Course Assessment
Marketing Strategy at Coursera Admission Process
Important Dates
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