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Marketing Management
Rating: 4.7 out of 5(10 ratings)
31 students

Marketing Management

This course highlights the understanding and importance of holistic marketing management in today’s world
Created bye3 Business
Last updated 3/2023
English
English [Auto],

What you'll learn

  • Understand the importance & the scope of marketing management.
  • Build your brand strongly.
  • Design and manage integrated marketing communication.
  • Build a long-term relationship with your consumers.

Course content

2 sections • 19 lectures • 2h 7m total length

  • Introduction7:06

    Explore how marketing starts with an idea, identifies customer needs, and builds a customer-driven strategy balancing suppliers, distributors, and media with push and pull tactics to create value and profit.

  • Understanding the Marketplace and Customer Needs4:03

    Understand customer needs, wants, and demands; analyze market offerings, competition, and consumer satisfaction; build relationships with suppliers and intermediaries to optimize product placement and value across markets.

  • Designing a Customer-Driven Marketing Strategy8:18

    Marketing management integrates the entire organization to target customer segments with a clear value proposition, applying the four P's—product, price, place, and promotion—in an integrated, customer-driven strategy.

  • Building a customer relationship10:33

    Explore how customer relationship management drives customer perceived value and satisfaction by tracking interactions, after-sales service, and two-way collaboration with customers and suppliers.

  • capturing value from customers4:45

    Build customer loyalty by delivering brilliant service and tailored communication to grow share of wallet and customer equity through effective relationship management in a global market with ethical considerations.

  • company wide strategic planning Part 110:19

    Develop a mission statement-driven strategy by defining objectives, assessing the business portfolio with portfolio analysis and strategic business units, and guiding product investments to grow market share and customer relationships.

  • Developing Strategies for Growth and Downsizing5:14

    Learn how the Ansoff matrix guides growth through market penetration, market development, product development, and diversification, and how downsizing can reshape opportunities, with real-world examples like Red Bull and Cadbury.

  • Marketing strategy and the Marketing mix9:01

    Identify customer value through segmentation, targeting, differentiation, and positioning. Apply the four Ps and seven Ps, including product, price, place, promotion, people, physical environment, and process, to inform the strategy.

  • Managing the Marketing efforts3:49

    Analyze market dynamics and manage the marketing effort through planning, implementation, and continuous evaluation, using swot analysis to shape the marketing plan.

  • Measuring and Managing Return on Marketing Investment5:30

    Measure and manage return on marketing investments by evaluating campaign ROI, controlling spend, and analyzing the marketing environment—from micro factors like customers and competitors to macro forces shaping demand.

  • Measuring and Managing Return on Marketing Investment5:27

    Measure and manage the return on marketing investments by evaluating campaign effectiveness and channel choices, while analyzing the micro and macro marketing environment to understand customers and competitors.

  • Company's Macroenvironment - Demographic4:50

    Analyze the demographic macroenvironment to identify market opportunities from population changes, age trends, and evolving family structures, education, and urban living patterns.

  • Company's Macroenvironment - Economic & Political7:11

    Explore how economic and political environments shape consumer spending, from the covid-19 era electronics surge to income-driven shifts, industrial market opportunities, natural resources, technology changes, and ethical regulation.

Requirements

  • No experience needed. You will learn everything you need to know

Description

This course highlights the understanding and importance of holistic marketing management in today’s world. From determining consumers, what products need to be offered for consumer needs, building a strong brand, what distribution channels should be used, what forms of cooperation need to be developed to creating successful long-term growth. Completed with essential ways to design and manage integrated marketing management, this course will provide easy-to-understand real cases.


After completing this course, you will be able to:

  • Understand the importance & the scope of marketing management.

  • Build your brand strongly.

  • Design and manage integrated marketing communication.

  • Build a long-term relationship with your consumers.

Audience:

This course is suitable for everyone who wants to be a master of marketing management; from beginners who do not understand or haven’t run marketing at all to those who have been juggling in the marketing world.


Course Description:

1- What is marketing

2- Understanding the Marketplace and Customer Needs

3- Designing a Customer-Driven Marketing Strategy

4- Building  a customer relationship

5- capturing value from customers

6- company wide strategic planning  Part 1

7- Developing Strategies for Growth and Downsizing

8- Marketing strategy and the Marketing mix

9- Managing the Marketing efforts

10- Measuring and Managing Return on Marketing Investment

11- Measuring and Managing Return on Marketing Investment

12- Company's Macroenvironment - Demographic

13- Company's Macroenvironment - Economic & Political

14- Market segmentation    Part 1

15- Market Segmentation - Part 2

16- Market Targeting

17- Differentiation and Positioning Overview

18- Differentiation and Positioning Selection of Strategy

19- Differentiation and Positioning Development

Who this course is for:

  • This course is suitable for everyone who wants to be a master of marketing management; from beginners who do not understand or haven’t run marketing at all to those who have been juggling in the marketing world.

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