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Marketing Management 101: Essential Skills and Techniques
6,190 students
Marketing Management 101: Essential Skills and Techniques
Understanding the Core Principles and Strategies of Modern Marketing. Developing and Implementing a Marketing Strategy.
Created byAndrew Borysenko
Last updated 9/2023
English
What you'll learn
- Understanding Marketing Strategy and Planning: Students will learn how to develop a strategic marketing plan, including objectives, target market analysis.
- Theory of Consumer Behavior: Students will understand why consumers make decisions and how businesses can use this information to their advantage.
- Segmentation and Positioning: Students will gain insight into the development of effective segmentation frameworks that target key customer groups.
- Market Research: Students will develop an understanding of various research methods used in marketing management such as qualitative / quantitative techniques.
- Pricing Strategies: Students will learn different pricing models based on company goals like value-based pricing, discount pricing, competitive pricing, etc.
- Distribution/Place Management : Students will become familiar with channel coordination activities like determining distribution points.
- Brand Management : Students will study fundamentals of developing strong brands including measures for strengthening brand recognition through communication.
- Digital Marketing & Media : More emphasis is given on digital media where students learn about online advertising , email campaigns , search engine optimization
- Relationship Management : They are taught different strategies to foster long-term relationships with customers by offers such as discounts memberships.
- International Marketing : Concepts related to international business are discussed which may include exclusive aspects like foreign exchange rate.
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Course content
15 sections • 96 lectures • 2h 0m total length
Requirements
- Bachelor's degree: Most marketing management courses require a bachelor's degree in a business-related field such as marketing, finance, or economics.
- Experience in the Field: Many courses will also require students to have prior experience working in marketing or related fields.
- Computer Skills: Students should have basic computer proficiency, especially with spreadsheets and word processing, as these tools are essential for data analysis and research in the field of marketing.
- Analytical Thinking Skills: Successful completion of a course in marketing management requires excellent analytical thinking skills to interpret and organize data from market trends and make sound business decisions.
Description
"Marketing Management 101: Essential Skills and Techniques" is an introductory course designed to provide students with an overview of how to analyze market opportunities and develop effective marketing strategies.
In this course, students will learn about the principles and theories of marketing management and how they relate to the challenges faced in today's challenging business environment. Furthermore, they will gain a better understanding of the various tools available for market analysis, such as surveys, focus groups, interviews, and customer segmentation.
Throughout the course, students will be exposed to different techniques used by marketers to capture consumer behavior and capitalize on opportunities in target markets.
The concepts covered include:
product positioning
branding
pricing strategy
distribution channels
online marketing tactics
promotion strategies
All of which are crucial for successful marketing management. Additionally, students will learn about product development and launching and track their progress with post-launch assessment metrics. They will also explore the dynamics of digital marketing platforms – from web analytics to social media – that help shape consumer opinion.
The course culminates with an introduction to market research techniques that enable marketers to accurately measure market trends and make informed decisions on pricing or advertising strategies.
Incorporating practical case studies drawn from both traditional and contemporary businesses alike helps reinforce learned theory while providing hands-on insights that transfer into everyday professional practice.
Moreover, working as part of teams during role-play workshops develops effective communication skills for resolving real-world issues in collaborative settings similar to real business scenarios encountered in industrial environments.
Above all else, participating in class discussion forums ensures that students not only gain knowledge but also develop valuable critical thinking skills essential when making strategic decisions in a fast-paced global economy.
By completing this course successfully, graduates should have developed a strong foundation for their future business endeavors by mastering effective strategies for analyzing markets and embracing key elements of the competitive landscape they may encounter on their career paths.
Who this course is for:
- If you want: Developing comprehensive marketing strategies
- If you want: Understanding consumer behavior and trends
- If you want: Familiarizing oneself with branding, advertising and other forms of promotional activities
- If you want: Learning how to use digital channels such as social media, SEO, email campaigns etc
- If you want: Utilizing analytical tools to measure and track marketing performance effectiveness