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From Top Marketing Experts the best markerting strategy for your business
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).
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Certificate of completion.
|Section 1: Key Account Management|
How you define a key account - IntroPreview
A new critical Interface for Sales
Key Account Management - A practical example
Selection and Relationship with Key Accounts
Strategic Purchasing system
Key Account Portfolio Management
Key Account Analisys
How To Select Key Account Managers
|Section 2: Market Segmentation|
Intro to Market SegmentationPreview
A case study: avoid the price commodity trap
Market segmentation process
Product life cycle 1
Product life cycle 2
Reasons for market segmentation
|Section 3: Advanced Market Segmentation|
Market Segmentation IntroPreview
How do you do segmentation properly
Design a project specification
Prioritising and selecting elements
How do you link it to strategy
What you should get out of it
|Section 4: Marketing Accountability|
Intro to Marketing AccountabilityPreview
Marketing accountablity: the value of goodwill
Marketing Value Time Lag
Financial and Business Risks
Creating Sustainable Competitive Advantage
What is Marketing Accountability
Marketing Due Diligence
Practical Example of Marketing Accountability
|Section 5: Strategic Marketing Planning|
Marketing Planning IntroPreview
The Housemarket Plunge
Sustained Competitive Advantage
Overwiew to Marketing Planning
The Ansoff Matrix
Marketing Planning Example
The Real SWOT analysis
How Promotion is linked to market segmentation
|Section 6: Marketing Plans Implementation|
Marketing Plans Implementation (McDonald)Preview
Marketing plans - Implementation (Ed Bradford)
Implementation Steps - Anticipate
Implementation steps- Initiate
Implementation steps - Accelerate
Sensing implementation success
Reduce risk of failure
|Section 7: Marketing Plans Implementation Advanced|
Marketing plan implementation-IntroPreview
The helm model
Key success factors
|Section 8: Gamification|
The Gamification of strategy-IntroPreview
Applying STP to SAM using Simulator
Using simulator to apply STP to SAM-Step 1 Segmentation
Using simulator to apply STP to SAM-Step 2 Targeting
Using simulator to apply STP to SAM-Step 3 Positioning
The Gamification of strategy-Conclusions
|Section 9: Marketing in The Boardroom|
Intro To Marketing in the Board RoomPreview
The Pointlesness of P&L Statements
The Purpose of Strategic Marketing Planning
Do we know our markets?
Do we know what our sources of differential advantage are in each of the princip
Do we address real segments in our key target markets?
Do we agree on the prioritisation of our markets and the segments within each ma
Have we assessed the risks associated with our strategic marketing plan?
Have we calculated whether the strategic marketing plan creates or destroys shar
Have we agreed the marketing metrics we want reported to us and their frequency?
Are we happy that the time, effort and expense involved in developing marketing
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.