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The Marketing Plan

Create your own Marketing Plan for your own product or service idea. In this course you will learn how to produce arguably the most important marketing tool for any business. Rather than simply learning the stages of The Marketing Plan, you will be asked each week to complete a peer graded assignment which will help you complete a simplified version of the plan. You will be required either to map the four crucial stages for your own product or service idea or use the Nissan Leaf case study (attached in the additional readings) in order to produce a professional example.

Ramon Diaz Bernardo - a professor with over 20 years experience - will guide you through the four most important stages of The Marketing Plan: analysis, marketing strategy; the marketing mix and expected results. On this journey, he will conduct interviews with leading experts from international companies in marketing as well as invite students to join him for explanations and discussions.

This excellent and unique course allows you not only to learn the essential parts of The Marketing Plan but also map out the future of your own business and take the first steps on the path to launching your own product.

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What's inside

Syllabus

Analysis

Welcome to the analysis section of The Marketing Plan course. Here you will principally learn the basics of marketing and reinforce anything you have previously learned on this very broad discipline. Then, you will learn how to set objectives and what type of objectives you should include in your plan. You will also be introduced to the Nissan Leaf case - a case that we will refer to frequently throughout the course, and one you may use for your weekly assignments.

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Read about what's good

what should give you pause

and possible dealbreakers

Explores marketing plan creation, which is standard in business

Taught by Ramon Diaz Bernardo, highly regarded professor with 20 years experience

Emphasizes practical application through weekly peer-graded assignments

Covers all essential stages of marketing plan development

Provides opportunity to analyze a real-world case study

Guided by interviews with leading marketing experts

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Reviews summary

Creating your marketing plan

According to learners who might take this course, it offers a clear, step-by-step process for developing a marketing plan. The structure, moving from analysis to strategy, mix, and results, is expected to be highly logical and practical. Students anticipate benefiting greatly from the opportunity to build a plan for their own product or service. The course is likely valued for the expertise of the professor and the inclusion of interviews with industry experts. While providing a strong framework, some prospective learners might wonder about the depth of coverage and the effectiveness of the peer grading system, which could lead to variable feedback quality.

Good overview, but may lack advanced depth.

"This course provides an excellent foundation, but isn't a deep dive into every marketing tactic."

"It's perfect if you're new to marketing planning, maybe less so for experienced marketers seeking advanced strategies."

"I learned the process well, but will need further study on specific areas like digital channel optimization."

Benefit from professor's experience and guest experts.

"Professor Diaz Bernardo's experience is evident, and he explains concepts clearly."

"The expert interviews added real-world perspective and were a highlight."

"Hearing from people in the field complemented the theoretical aspects well."

Build your own marketing plan throughout.

"The ability to work on my own business idea throughout the course is exactly what I needed."

"Creating my actual marketing plan week by week made the learning very concrete."

"I feel much more prepared to write a plan after applying it directly to my project."

Clear, step-by-step framework for plan creation.

"The way the course is laid out, following the stages of a marketing plan, is very logical and easy to grasp."

"I found the four-part structure... helped break down a big task into manageable sections."

"Moving from analysis through to expected results provides a clear path to follow for my own plan."

Effectiveness of peer feedback may vary.

"The quality of feedback received from peers wasn't always consistent or helpful."

"Sometimes it felt like peers weren't taking the review process seriously."

"Relying on peer grading means you might not always get the detailed critique you need."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in The Marketing Plan with these activities:

Compile a Marketing Resources Toolkit

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Gather and organize essential marketing resources, including industry reports, case studies, and articles, for future reference.

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Identify credible sources of marketing information.
Download and organize relevant reports, case studies, and articles.

Follow Tutorials on Digital Marketing Tools and Techniques

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Enhance your practical skills by following guided tutorials on digital marketing tools and techniques.

Browse courses on Digital Marketing Tools

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Identify relevant tutorials on reputable platforms like Coursera, Udemy, or LinkedIn Learning.
Follow the tutorials step-by-step and complete the exercises.

Read 'Principles of Marketing' by Philip Kotler and Kevin Lane Keller

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Review the essential concepts and frameworks of marketing to lay a solid foundation for your understanding of the course material.

View Marketing Management, Global Edition on Amazon

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Read each chapter thoroughly, taking notes on key concepts and definitions.
Complete the end-of-chapter questions and exercises to test your comprehension.

Four other activities

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Join a Study Group or Discussion Forum

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Engage with fellow students to share knowledge, clarify concepts, and expand your perspectives on marketing.

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Join or organize a study group with classmates.
Participate in discussions, asking questions, and sharing your insights.

Practice Market Analysis Techniques

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Sharpen your ability to conduct market research, analyze customer behavior, and identify market opportunities.

Browse courses on Market Analysis

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Use online tools or surveys to collect data from potential customers.
Analyze the data using statistical and analytical techniques.
Identify patterns and trends in consumer behavior.

Create a Social Media Campaign for a Nonprofit Organization

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Apply your knowledge of marketing to create a social media campaign that raises awareness and support for a worthy cause.

Browse courses on Social Media Marketing

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Identify a nonprofit organization and its mission.
Develop a social media strategy that aligns with the organization's goals.
Create engaging content that resonates with the target audience.
Monitor and track the campaign's performance and make adjustments as needed.

Develop a Marketing Plan for a New Product or Service

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Put your learning into practice by developing a comprehensive marketing plan for a hypothetical or real-world product or service.

Browse courses on Marketing Plan

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Define your target market and identify their needs.
Develop a marketing strategy that outlines your value proposition and competitive differentiation.
Create a marketing mix that includes product, price, promotion, and placement.
Monitor and evaluate the effectiveness of your marketing plan and make adjustments as needed.

Career center

Learners who complete The Marketing Plan will develop knowledge and skills that may be useful to these careers:

Chief Marketing Officer

The Chief Marketing Officer (CMO) is responsible for developing and executing marketing strategies that align with the overall business objectives. This course provides a comprehensive overview of the marketing planning process, from market research and analysis to developing and implementing marketing campaigns. The hands-on assignments will give you the practical experience you need to succeed in this role.

See salaries and explore the career path for Chief Marketing Officer

Marketing Manager

Marketing Managers are responsible for planning and executing marketing campaigns that achieve specific business goals. This course will teach you how to develop a marketing plan, including market research, target market identification, and marketing mix strategies. You will also learn how to measure and evaluate the effectiveness of your marketing campaigns.

See salaries and explore the career path for Marketing Manager

Product Manager

Product Managers are responsible for developing and managing products that meet the needs of customers. This course will help you understand the marketing planning process from a product development perspective. You will learn how to conduct market research, identify target markets, and develop product strategies that will maximize customer satisfaction and drive sales.

See salaries and explore the career path for Product Manager

Brand Manager

Brand Managers are responsible for developing and managing brands that create a positive image in the minds of consumers. This course will teach you how to develop a brand strategy, including brand positioning, brand messaging, and brand identity. You will also learn how to measure and evaluate the effectiveness of your branding efforts.

See salaries and explore the career path for Brand Manager

Digital Marketing Manager

Digital Marketing Managers are responsible for planning and executing marketing campaigns that are delivered through digital channels. This course will teach you how to develop a digital marketing plan, including search engine optimization (SEO), social media marketing, and email marketing. You will also learn how to measure and evaluate the effectiveness of your digital marketing campaigns.

See salaries and explore the career path for Digital Marketing Manager

Market Research Analyst

Market Research Analysts are responsible for conducting market research to gather data about consumers and markets. This course will teach you how to design and conduct market research studies, including surveys, focus groups, and interviews. You will also learn how to analyze and interpret market research data.

See salaries and explore the career path for Market Research Analyst

Marketing Consultant

Marketing Consultants provide advice and guidance to businesses on marketing strategies and campaigns. This course will give you the knowledge and skills you need to develop and implement effective marketing plans. You will also learn how to measure and evaluate the effectiveness of your marketing efforts.

See salaries and explore the career path for Marketing Consultant

Advertising Manager

Advertising Managers are responsible for planning and executing advertising campaigns. This course will teach you how to develop an advertising plan, including creative development, media planning, and budgeting. You will also learn how to measure and evaluate the effectiveness of your advertising campaigns.

See salaries and explore the career path for Advertising Manager

Public relations manager

Public Relations Managers are responsible for managing the public image of organizations. This course will teach you how to develop and implement public relations campaigns, including media relations, social media, and crisis communications. You will also learn how to measure and evaluate the effectiveness of your public relations efforts.

See salaries and explore the career path for Public relations manager

Sales Manager

Sales Managers are responsible for leading and motivating sales teams to achieve revenue goals. This course will teach you how to develop and implement sales strategies, including sales forecasting, pricing, and customer relationship management (CRM). You will also learn how to measure and evaluate the effectiveness of your sales efforts.

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Business Development Manager

Business Development Managers are responsible for identifying and developing new business opportunities for organizations. This course will teach you how to develop and implement business development strategies, including market research, lead generation, and proposal writing. You will also learn how to measure and evaluate the effectiveness of your business development efforts.

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Customer Relationship Manager (CRM)

Customer Relationship Managers (CRMs) are responsible for managing relationships with customers to increase customer satisfaction and loyalty. This course will teach you how to develop and implement CRM strategies, including customer segmentation, customer service, and loyalty programs. You will also learn how to measure and evaluate the effectiveness of your CRM efforts.

See salaries and explore the career path for Customer Relationship Manager (CRM)

Event Manager

Event Managers are responsible for planning and executing events, such as conferences, trade shows, and product launches. This course will teach you how to develop and implement event plans, including venue selection, vendor management, and budget management. You will also learn how to measure and evaluate the effectiveness of your events.

See salaries and explore the career path for Event Manager

Social Media Manager

Social Media Managers are responsible for developing and executing social media strategies for organizations. This course will teach you how to develop and implement social media plans, including content creation, community management, and social media advertising. You will also learn how to measure and evaluate the effectiveness of your social media efforts.

See salaries and explore the career path for Social Media Manager

E-commerce Manager

E-commerce Managers are responsible for planning and executing e-commerce strategies for organizations. This course will teach you how to develop and implement e-commerce plans, including website design, product management, and order fulfillment. You will also learn how to measure and evaluate the effectiveness of your e-commerce efforts.

See salaries and explore the career path for E-commerce Manager

Reading list

We've selected 16 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in The Marketing Plan.

Marketing 6.0

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This classic marketing textbook provides a comprehensive overview of the marketing process, from market research and segmentation to marketing strategy and implementation. It valuable resource for students and professionals alike.

The Marketing Plan

Here's a deal for you

What's inside

Syllabus

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Save this course

Reviews summary

Creating your marketing plan

Activities

Career center

Reading list

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