MBA Business Level Marketing
4.3 (58 ratings)
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MBA Business Level Marketing

Learn how to manage the marketing function in any business, by following the marketing management process
Bestselling
4.3 (58 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
656 students enrolled
Created by Damian Foster
Last updated 3/2017
English
Current price: $50 Original price: $95 Discount: 47% off
30-Day Money-Back Guarantee
Includes:
  • 12 hours on-demand video
  • 3 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • 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
View Curriculum
Requirements
  • You should be familiar with the general workings of a business
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.

Who 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.
Curriculum For This Course
63 Lectures
12:05:48
+
The Marketing Management Process
2 Lectures 29:30
This module provide an introduction to the whole course, and ensures you are setup ready to go.
Preview 10:59

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
A Few Important Marketing Points
18:31
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Corporate Strategies And Their Marketing Implications
3 Lectures 39:54

What You’ll Learn…

  • Marketing’s role in formulating and implementing strategies
  • Market oriented management
  • Three levels of strategy
  • Hierarchy of strategies
Three Levels Of Strategy
12:58

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 1
13:07

Marketing Implications Of Corporate Strategy Decisions - Part 2
13:49
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Business Strategies And Their Marketing Implications
5 Lectures 30:07

What You’ll Learn…

  • Strategic decisions at the business-unit level
  • The design of business-units
  • Business-unit objectives
  • Allocating resources to business-units
Business-Unit Level Strategic Decisions
05:27

What You’ll Learn…

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

How Do Businesses Compete?
08:19

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
Differences In Competitive Strategies
06:27

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
Appropriate Strategies
04:40

What You’ll Learn…

  • How business strategies influence marketing
  • Product policies
  • Pricing policies
  • Distribution policies
  • Promotion policies
How Business Strategies Influence Marketing Decisions
05:14
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Environmental Analysis – Finding Those Attractive Markets
2 Lectures 13:43

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
Introduction To Macro-Environmental Trends
09:24

What You’ll Learn…

  • Prioritising trend categories
  • Information sources and outputs of macro trend analysis
  • Anticipating and responding to environmental change
Environmental Analysis And Marketing Decision Making
04:19
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Industry Analysis And Competitive Advantage
3 Lectures 24:31

What You’ll Learn…

  • Defining markets and industries
  • Industry attractiveness
  • Determining the attractiveness of an industry
  • Changing competition and industry evolution
  • Critical success factors
Markets And Industries
12:18

What You’ll Learn…

  • The adoption process
  • The rate of adoption
  • Adopter categories
How Individuals Respond To New Products
04:20

What You’ll Learn…

  • Life cycle curves
  • Market and competitive implications of product life cycle stages
  • Strategic implications of the product life cycle
Sustaining Competitive Advantage Over The Product Life Cycle
07:53
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Consumer Buying Behaviour
3 Lectures 27:03

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
The Decision Making Process
13:23

What You’ll Learn…

  • The marketing implications of psychological and personal influences
  • Perception and memory
  • Needs and attitudes
  • Demographics and lifestyles
Why People Buy Different Things – Part 1
09:32

What You’ll Learn…

  • The marketing implication of social influences
Why People Buy Different Things – Part 2
04:08
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Organisational Markets And Buying Behaviour
3 Lectures 31:48

What You’ll Learn…

  • Who is the customer
  • Purchase motives
  • Characteristics of organisational markets and marketing programmes
  • The organisational buying centre
Organisational Customers
09:19

What You’ll Learn…

  • Types of buying situations
  • The purchase decision-making process
  • Marketing implications of different organisational purchasing situations
How Organisational Members Make Purchase Decisions
15:00

What You’ll Learn…

  • Categories of goods/services bought by organisations
  • Marketing implications
Different Goods and Services, And Different Marketing Programmes
07:29
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Forecasting And Market Research
3 Lectures 34:48

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
A Forecasters Toolkit
13:54

What You’ll Learn…

  • Why marketing research is important
  • Market knowledge systems
Why Marketing Research
07:48

What You’ll Learn…

  • The marketing research process
  • What to ask when using market research
Marketing Research Process
13:06
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Market Segmentation And Target Marketing
3 Lectures 26:06

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
How Market Segments Are Defined
12:33

What You’ll Learn…

  • Steps in constructing a market attractiveness/competitive position matrix
  • How to evaluate potential target markets
Choosing Attractive Market Segments: A Five-Step Process
09:15

What You’ll Learn…

  • Niche-market strategy
  • Mass-market strategy
  • Growth-market strategy
  • Global market segmentation and target marketing
Targeting Strategies And Global Market Segmentation
04:18
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Positioning
3 Lectures 36:15

What You’ll Learn…

  • Differentiation in business strategies
  • Differentiation among competing brands
  • Physical positioning
  • Perceptual positioning
  • How to establish brand positioning
Differentiation
09:51

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 1
17:23

The Foundation Of Marketing Strategies: The Brand Positioning Process - Part 2
09:01
9 More Sections
About the Instructor
Damian Foster
4.4 Average rating
59 Reviews
660 Students
2 Courses
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.