MBA Business Level Marketing

Learn how to manage the marketing function in any business, by following the marketing management process
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190 students enrolled
Instructed by Damian Foster Business / Management
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  • Lectures 63
  • Length 12 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 3/2016 English

Course Description

The business level marketing course is designed to provide you with the necessary skills and knowledge, to manage the marketing function within any business.

Working through the 'Marketing Management Process', you will work through a proven process, to effectively manage marketing.

Ideally you will complete at least one course lecture per day, meaning you will complete the whole course over the period of 55 days.

As mentioned the course follows the marketing management process, and is split up into 5 distinct areas.

  1. Integrating marketing plans with company strategies
  2. Market opportunity analysis
  3. Marketing programme components (4 P's of marketing)
  4. Strategic marketing programmes for selected situations
  5. Implementation and control

The course is ideal for any business professional, entrepreneur, or marketer looking to improve their business and marketing skills.

What are the requirements?

  • You should be familiar with the general workings of a business

What am I going to get from this course?

  • Lead the marketing function within any organisation
  • Understand the marketing management process
  • Integrate marketing plans with company strategies
  • Complete market opportunity analysis
  • Make effective product, pricing, distribution (place) and promotion decisions
  • Choose the correct marketing programmes for selected situations
  • Implement and control marketing programmes

What is the target audience?

  • This course is for any business professional, entrepreneur or marketing professional, wanting to become proficient at managing the marketing function
  • The course will add nicely to any studies being taken by MBA students.

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: The Marketing Management Process
10:59
This module provide an introduction to the whole course, and ensures you are setup ready to go.
18:31

What You’ll Learn…

  • Why marketing decisions are important
  • How do successful exchanges happen
  • Who markets and who buys
  • Parties involved in an exchange
  • Customer needs and wants
  • What gets exchanged
  • How exchanges create value
  • The importance of long-term customer relationships
  • Brand equity
  • Defining a market
Section 2: Corporate Strategies And Their Marketing Implications
12:58

What You’ll Learn…

  • Marketing’s role in formulating and implementing strategies
  • Market oriented management
  • Three levels of strategy
  • Hierarchy of strategies
13:07

What You’ll Learn…

  • Marketing influences on the corporate scope
  • Defining the corporate mission
  • Corporate objectives
  • Marketing implications of corporate objectives
  • Corporate growth strategies
  • Allocating corporate resources
  • Portfolio models
  • Value based planning
  • Sources of synergy
Marketing Implications Of Corporate Strategy Decisions - Part 2
13:49
Section 3: Business Strategies And Their Marketing Implications
05:27

What You’ll Learn…

  • Strategic decisions at the business-unit level
  • The design of business-units
  • Business-unit objectives
  • Allocating resources to business-units
08:19

What You’ll Learn…

  • Generic business-level competitive strategies
  • Prospector strategy
  • Analyser strategy
  • Defender strategy
  • Reactor strategy

06:27

What You’ll Learn…

  • How competitive strategies differ
  • Differences in scope
  • Differences in goals and objectives
  • Differences in resource deployment
  • Differences in sources of synergy
04:40

What You’ll Learn…

  • Which strategy is appropriate, and when
  • Appropriate conditions for a prospector strategy
  • Appropriate conditions for an analyser strategy
  • Appropriate conditions for a defender strategy
05:14

What You’ll Learn…

  • How business strategies influence marketing
  • Product policies
  • Pricing policies
  • Distribution policies
  • Promotion policies
Section 4: Environmental Analysis – Finding Those Attractive Markets
09:24

What You’ll Learn…

  • Macro trend analysis
  • The demographic environment
  • The sociocultural environment
  • The economic environment
  • The regulatory environment
  • The technological environment
  • The natural environment
04:19

What You’ll Learn…

  • Prioritising trend categories
  • Information sources and outputs of macro trend analysis
  • Anticipating and responding to environmental change
Section 5: Industry Analysis And Competitive Advantage
12:18

What You’ll Learn…

  • Defining markets and industries
  • Industry attractiveness
  • Determining the attractiveness of an industry
  • Changing competition and industry evolution
  • Critical success factors
04:20

What You’ll Learn…

  • The adoption process
  • The rate of adoption
  • Adopter categories
07:53

What You’ll Learn…

  • Life cycle curves
  • Market and competitive implications of product life cycle stages
  • Strategic implications of the product life cycle
Section 6: Consumer Buying Behaviour
13:23

What You’ll Learn…

  • The psychological importance of the purchase, affects the decision making
  • How customers make high involvement purchase decisions
  • Low involvement purchase decisions
  • Understanding the target consumers level of involvement enables better marketing decisions
09:32

What You’ll Learn…

  • The marketing implications of psychological and personal influences
  • Perception and memory
  • Needs and attitudes
  • Demographics and lifestyles
04:08

What You’ll Learn…

  • The marketing implication of social influences
Section 7: Organisational Markets And Buying Behaviour
09:19

What You’ll Learn…

  • Who is the customer
  • Purchase motives
  • Characteristics of organisational markets and marketing programmes
  • The organisational buying centre
15:00

What You’ll Learn…

  • Types of buying situations
  • The purchase decision-making process
  • Marketing implications of different organisational purchasing situations
07:29

What You’ll Learn…

  • Categories of goods/services bought by organisations
  • Marketing implications
Section 8: Forecasting And Market Research
13:54

What You’ll Learn…

  • Tools for forecasting
  • Statistical and quantitative methods
  • Observation method
  • Surveys
  • Analogy
  • Judgement
  • Market tests
  • Mathematics and forecasting
  • Things to look out for when forecasting
07:48

What You’ll Learn…

  • Why marketing research is important
  • Market knowledge systems
13:06

What You’ll Learn…

  • The marketing research process
  • What to ask when using market research
Section 9: Market Segmentation And Target Marketing
12:33

What You’ll Learn…

  • Why market segmentation and target marketing are important
  • How segments are best defined
  • Segmenting demographically
  • Segmenting geographically
  • Behavioural segmentation
  • Innovative segmentation
09:15

What You’ll Learn…

  • Steps in constructing a market attractiveness/competitive position matrix
  • How to evaluate potential target markets
04:18

What You’ll Learn…

  • Niche-market strategy
  • Mass-market strategy
  • Growth-market strategy
  • Global market segmentation and target marketing
Section 10: Positioning
09:51

What You’ll Learn…

  • Differentiation in business strategies
  • Differentiation among competing brands
  • Physical positioning
  • Perceptual positioning
  • How to establish brand positioning
17:23

What You’ll Learn…

  • The brand positioning process
  • Positioning grids
  • Value curves
  • Value propositions/positioning statements
  • Building brand equityTools for positioning decision making
The Foundation Of Marketing Strategies: The Brand Positioning Process - Part 2
09:01
Section 11: The Four P’s Of Marketing – Product Decisions
15:08

What You’ll Learn…

  • Product design decisions for competitive advantage
  • Product decisions for goods and services
  • Product quality and feature decisions
  • Branding decisions
  • Branding strategies
  • Packaging decisions
  • Service decisions and warranties
06:52

What You’ll Learn…

  • Line filling
  • Line stretching
  • Line extensions
  • Brand extensions
  • Dropping products
  • Product systems
16:10

What You’ll Learn…

  • Importance of new products
  • New product success and failure
  • Organising for new product development
  • Decisions in the new product development process
  • The stage-gate product development system
Section 12: The Four P’s Of Marketing – Pricing Decisions
13:30

What You’ll Learn…

  • The Price-setting decision process
  • Strategic pricing objectives
  • Estimating demand and perceived value
  • Estimating costs
  • Analysing competitor costs and prices
Product Design Decisions For Competitive Advantage - Part 2
10:59
14:22

What You’ll Learn…

  • Methods used to determine an appropriate price level
  • Cost-oriented methods
  • Competition-oriented methods
  • Customer-oriented methods
13:07

What You’ll Learn…

  • Geographic adjustments
  • Global adjustments
  • Discounts and allowances
  • Differential pricing
  • Product-line adjustments
Section 13: The Four P’s Of Marketing – Distribution (Place) Decisions
10:13

What You’ll Learn…

  • Why do multi-firm marketing channels exist
  • Objectives to be accomplished in designing distribution channels
  • Product availability
  • Meeting customers’ service requirements
  • Promotional efforts
  • Market information
  • Cost-effectiveness
  • Flexibility
09:12

What You’ll Learn…

  • What kinds of institutions are included
  • Channel design alternatives
18:34

What You’ll Learn…

  • Availability and the satisfaction of customer service requirements
  • Promotional effort, market information, and post-sale service objectives
  • Cost-effectiveness
  • Flexibility
  • Multichannel distribution
09:06

What You’ll Learn…

  • Market entry strategies
  • Channel alternatives
  • Channel design for services
11:28

What You’ll Learn…

  • Vertical Marketing systems
  • Corporate VMS
  • Contractual VMS
  • Administered VMS
  • Relational VMS
  • Sources of channel power
  • Channel control strategies
  • Pull strategy
  • Push strategy
  • Trade promotions
  • Channel conflicts and resolution strategies
Channel Management Decisions - Part 2
11:51
Section 14: The Four P’s Of Marketing – Promotion Decisions
11:44

What You’ll Learn…

  • What is included in the promotion mix
  • Developing an integrated marketing communications plan
19:58

What You’ll Learn…

  • Making advertising decisions
  • Making personal selling decisions
  • Making public relations decisions
Promotional Decision Making - Part 2
14:23
Section 15: Marketing Strategies For Growth Markets
13:36

What You’ll Learn…

  • Market entry strategies
  • Pioneer strategy
  • Follower strategy
  • Determinants of success
13:18

What You’ll Learn…

  • Marketing objectives and strategies for new product pioneers
  • Mass-market penetration
  • Niche penetration
  • Skimming and early withdrawal
  • Marketing programme components for mass market, niche and skimming strategies
Section 16: Marketing Strategies For Growth Markets
08:26

What You’ll Learn…

  • Opportunities and risks in growth markets
  • Gaining share is easier
  • Share gains are worth more
  • Price competition is likely to be less intense
  • Early entry is necessary to maintain technical expertise
18:54

What You’ll Learn…

  • Marketing objectives for share leaders
  • Marketing actions and strategies to achieve share-maintenance objectives
  • Fortress, or position defence, strategy
  • Flanker strategy
  • Confrontation strategy
  • Market expansion strategy
  • Contraction, or strategic withdrawal, strategy
18:45

What You’ll Learn…

  • Marketing objectives for followers
  • Marketing actions and strategies to achieve share growth
  • Deciding who to attack
  • Frontal attack strategy
  • Leapfrog strategy
  • Flanking and encirclement strategies
Section 17: Marketing Strategies For Mature And Declining Markets
13:50

What You’ll Learn…

  • The transition from market growth to maturity
  • Strategic traps during the transition
  • Strategies for maintaining competitive advantage
  • Methods of differentiation
  • Methods of maintaining a low-cost position
  • Maximising lifetime volume through customer satisfaction and loyalty
Strategic Choices in Mature Markets - Part 2
12:25
14:54

What You’ll Learn…

  • Strategies for maintaining current market share
  • Strategies for extending volume growth
  • Increased penetration strategy
  • Extended use strategy
  • Market expansion strategy
  • Global market expansion – sequential strategies
15:02

What You’ll Learn…

  • Relative attractiveness of declining markets
  • Divestment or liquidation
  • Marketing strategies for remaining competitors
  • Harvesting strategy
  • Maintenance strategy
  • Profitable survivor strategy
  • Niche strategy
Section 18: Organising And Planning For Effective Implementation
10:57

What You’ll Learn…

  • The fit between business strategies and marketing programmes
  • Business-unit autonomy
  • Shared programmes and facilities
  • Evaluation and reward systems
13:56

What You’ll Learn…

  • Functional competencies and resource allocation
  • Considerations for service organisations
  • Organisational structures
  • Functional organisations
  • Product management organisations
  • Market management organisations
  • Matrix organisations
  • Recent trends in organisational design
  • Organisational adjustments as firms grow and markets change
  • Organisational designs for selling in global markets
Designing Appropriate Organisational Structures - Part 2
12:14
10:43

What You’ll Learn…

  • Contents of an annual marketing plan
  • Situational analysis
  • Marketing strategy
  • Action plans
  • Projected profit-and-loss statement
  • Contingency plans
Section 19: Measuring And Delivering Marketing Performance
14:15

What You’ll Learn…

  • Designing marketing metrics step by step
  • The control process
  • Specifying and obtaining feedback data
  • Evaluating feedback data
  • Taking corrective action
11:33

What You’ll Learn…

  • Design decisions for monitoring systems
  • Identifying key variables
  • tracking and monitoring
  • Strategy reassessment
  • Design decisions for marketing performance
  • Who needs what information
  • When and how often is information required
  • What contingencies should be planned for
  • Global market control
Design Decisions For Strategic Monitoring Systems/Marketing Performance - Part 2
11:48
10:50

What You’ll Learn…

  • Types of audit
  • Measuring and delivering marketing performance

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Instructor Biography

Damian Foster, Experienced Business Builder

Damian Foster is a highly skilled business leader with vast experience managing large companies within the Advertising, recruitment, online, contact centre and sales environment. Past company management experience includes building companies through aggressive expansion, strategic planning and implementation, product development (and bringing to market), management and overall responsibility for company P&L, increasing overall profitability and fuelling dramatic revenue increases.

Damian's experiences ranges from new business start ups to well established companies.

A Motivational leader with proven success who successfully builds and retains strong teams with the ability to adapt and deliver against fresh challenges.

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