Marketing Strategy

Essential Marketing Strategy Skills from Top Marketers for Small & Big Companies.
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  • Lectures 67
  • Contents Video: 8.5 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 11/2013 English

Course Description

From Top Marketing Experts the best markerting strategy for your business

  • Key Account Management = to find how to classify and manage your best customers
  • Market Segmentation= the first question you should ask when you launch a product
  • Marketing Planning= how to generate an effective marketing plan
  • Marketing Accountability= is your marketing profitable?
  • Gamification of Strategy = how to use game for create competitive advantage
  • Ten Questions a CEO Should Ask the Marketing Team= making marketing a strategic part of your company

Who will You Learn From?

We put togheter top Marketers prof. Malcolm McDonald (author of 40 Top Marketing Books Worldwide, MBA Chair), Steven W. Erickson (Vice President, Strategic Marketing, Parker Hannifin), Ed Bradford (Business Gamification Strategist) & Ian Dunbar (Market Segmentation Practitioner & Author).

What are the requirements?

  • Good business knowledge

What am I going to get from this course?

  • Effective segment your market
  • Create a Strategic Marketing Plan
  • Recognize your top customers
  • Understand if your marketing efforts are profitable
  • Use gamification strategy effectively

What is the target audience?

  • Marketers
  • CMO
  • CEO
  • Strategic Business Units

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.

Curriculum

Section 1: Key Account Management
How you define a key account - Intro
Preview
05:54
A new critical Interface for Sales
06:30
Key Account Management - A practical example
07:14
Selection and Relationship with Key Accounts
08:06
Strategic Purchasing system
05:44
Key Account Portfolio Management
08:05
Key Account Analisys
05:18
How To Select Key Account Managers
04:13
Section 2: Market Segmentation
Intro to Market Segmentation
Preview
09:53
A case study: avoid the price commodity trap
09:13
Market segmentation process
09:28
Product life cycle 1
07:03
Product life cycle 2
07:04
Reasons for market segmentation
10:50
Section 3: Advanced Market Segmentation
Market Segmentation Intro
Preview
03:56
How do you do segmentation properly
12:37
Design a project specification
09:01
Segmentation process
08:00
Prioritising and selecting elements
09:26
How do you link it to strategy
05:23
What you should get out of it
07:48
Section 4: Marketing Accountability
Intro to Marketing Accountability
Preview
06:35
Marketing accountablity: the value of goodwill
07:23
Marketing Value Time Lag
06:32
Financial and Business Risks
05:36
Creating Sustainable Competitive Advantage
08:50
What is Marketing Accountability
10:52
Marketing Due Diligence
07:41
Practical Example of Marketing Accountability
10:43
Section 5: Strategic Marketing Planning
Marketing Planning Intro
Preview
04:18
The Housemarket Plunge
05:35
Sustained Competitive Advantage
09:15
Overwiew to Marketing Planning
08:30
The Ansoff Matrix
08:50
Marketing Planning Example
13:01
The Real SWOT analysis
11:28
How Promotion is linked to market segmentation
10:26
Section 6: Marketing Plans Implementation
Marketing Plans Implementation (McDonald)
Preview
16:30
Marketing plans - Implementation (Ed Bradford)
11:05
Implementation Steps - Anticipate
02:58
Implementation steps- Initiate
09:54
Implementation steps - Accelerate
07:40
Implementation steps-Integrate
03:07
Sensing implementation success
09:10
Reduce risk of failure
08:36
Section 7: Marketing Plans Implementation Advanced
Marketing plan implementation-Intro
Preview
06:05
Borrowing brilliance
07:56
The helm model
06:28
Key success factors
02:49
Section 8: Gamification
The Gamification of strategy-Intro
Preview
13:01
Applying STP to SAM using Simulator
02:29
Using simulator to apply STP to SAM-Step 1 Segmentation
10:58
Using simulator to apply STP to SAM-Step 2 Targeting
09:24
Using simulator to apply STP to SAM-Step 3 Positioning
06:52
The Gamification of strategy-Conclusions
06:25
Section 9: Marketing in The Boardroom
Intro To Marketing in the Board Room
Preview
05:43
The Pointlesness of P&L Statements
09:26
The Purpose of Strategic Marketing Planning
15:30
Value Propositions
02:40
Do we know our markets?
03:43
Do we know what our sources of differential advantage are in each of the princip
03:50
Do we address real segments in our key target markets?
04:22
Do we agree on the prioritisation of our markets and the segments within each ma
06:05
Have we assessed the risks associated with our strategic marketing plan?
12:09
Have we calculated whether the strategic marketing plan creates or destroys shar
01:18
Have we agreed the marketing metrics we want reported to us and their frequency?
04:38
Are we happy that the time, effort and expense involved in developing marketing
02:58

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Instructor Biography

Oxford Learning Lab, Professional Marketing Courses by Top Experts

Oxford Learning Lab is an online provider of Marketing & Business Strategy education.

All the courses have been created under the supervision of Oxford College of Marketing, a Chartered Institute of Marketing (CIM) centre of excellence. Each course has been developed in collaboration with leading experts who have a proven academic or consultancy experience in their field. You can find them working on MBA and University programs with establishments like Wharton, Madrid, Cranfield, Warwick , Aston and Portsmouth to mention just a few. Some of them consult for FTSE 100 and Fortune 500 companies.

Our courses have been created to help you to quickly grasp complex marketing concepts, from Marketing Planning and Segmentation to Social Media Marketing and Analytics, to mention a few.

All the courses are divided into byte-size chunks of information which are easy to absorb. This means if you do not have enough time, you will find that by dipping in and out of the videos a few minutes each day, whenever you can, your understanding of marketing will be transformed.

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