Marketing Strategy

The Marketing Strategy course will teach how to understand the key marketing processes and use them to grow your business. It answers two essential questions: “How do we create value for customers?” and “How do we communicate the value we create?”

with Valentina Bogdanova

Course Overview

Marketing is the engine that drives a company’s sales. It is among the crucial activities inside an organization and a key determinant of its success. This course on strategic marketing covers everything from the fundamentals of modern marketing theory to key marketing processes and advanced approaches. You will learn how to create a winning long-term marketing strategy, set up an effective marketing mix, and much more.. This course is suitable for every aspiring marketing strategist, as well as for business executives who want to understand the marketing fundamentals. The curriculum contains real-life examples that help understand the concepts and their application in practice.

33 High Quality Lessons
0 Practical Tasks
2 Hours of Video
Certificate of Achievement

Skills you will gain

business fundamentalstheory

What You'll Learn

The Marketing Strategy course gives you a top-level view of how successful organizations approach their marketing efforts. It covers in detail all frameworks included in MBA courses and equips you with the tools to become a successful marketing professional. After completing the online Marketing Strategy course, you will be able to understand the key marketing activities and the core building blocks of a successful strategy.

Understand how your product creates value for customers
Define and execute a marketing strategy
Make product, pricing, place, and promotion decisions that are in sync with your global marketing strategy
Learn how to define a coherent and successful marketing mix
Grow customer lifetime value by leveraging customer-centric marketing
Navigate your marketing strategy successfully in the long run

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

“Marketing is an ongoing process. It starts with studying people’s behaviour and identify their needs. Then, we can use this knowledge to create products that people want. After creating the products, we can focus on communicating their value to people, explaining how they fulfil their needs. The ultimate goal of marketing is to establish a long-term bond with clients.”

Valentina Bogdanova
Ex-CEO Telecom