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Marketing Strategy

Курс от Illinois Tech

Начальный≈ 53.6 чАнглийский

О курсе

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.

Программа курса

9 модулей · 144 учебных материалов

01Module 1: Strategic Overview of Marketing24 материалов

Course Welcome

Course OverviewВидео Instructor IntroductionВидео SyllabusЧтение Introduction and Your Personal Customer ExperienceОбсуждение

Учитесь у экспертов

Robert Nelson

Adjunct Faculty

Marketing Strategy

О курсе

Навыки, которые вы освоите

Программа курса

Course Welcome

Учитесь у экспертов

Robert Nelson

Module 1 Introduction

Lesson 1: Definition and Scope of Marketing

Lesson 2: Marketing Strategies and Plans

Lesson 3: Market Research and Analysis

Module 1 Summative Assessment

Module 1 Summary

Module 2 Introduction

Lesson 1: Building Loyalty

Lesson 2: Buying Dynamics

Module 2 Summative Assessment

Module 2 Summary

Module 3 Introduction

Lesson 1: Segmentation & Positioning

Lesson 2: Positioning

Lesson 3: Branding for Growth

Module 3 Summative Assessment

Module 3 Summary

Module 4 Introduction

Lesson 1: Product Mix and New Offerings

Lesson 2: Analyzing and Services Marketing

Lesson 3: Strategic Pricing

Module 4 Summative Assessment

Module 4 Summary

Module 5 Introduction

Lesson 1: Integrated Marketing Channels – Omnichannel

Lesson 2: Retailing, Wholesaling and Logistics

Module 5 Summative Assessment

Module 5 Summary

Module 6 Introduction

Lesson 1: Integrated Marketing Communications

Lesson 2: Advertising, Sales, Promotion and PR

Lesson 3: Digital Marketing

Module 6 Summative Assessment

Module 6 Summary

Module 7 Introduction

Lesson 1: Introduction to Global Marketing: What is it?

Lesson 2: Global Market Entry

Lesson 3: Responsible Global Marketing

Module 7 Summative Assessment

Module 7 Summary

Module 8 Introduction

Lesson 1: Market Orientation & Value

Lesson 2: Function of Marketing in the Organization & Challenges

Lesson 3: The Marketing Rockstar

Module 8 Summative Assessment

Module 8 Summary

Summative Course Assessment