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Marketing - Delivering the Value Proposition

4.3 Filled star Filled star Filled star Filled star Empty star
Based on 7 ratings
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Jeffrey Frohwein

In today’s world consumers are constantly flooded by marketing efforts in every aspect of their lives. The best ideas, products, and solutions can only make an impact if they can reach the right audience, at the right time. One important aspect of this is developing and communicating a clear value proposition.This course takes a close look at the process of branding and its relationship to value creation. Learners will explore channel or distribution strategies which are not always associated with marketing decisions. Pricing strategies along with a look at social responsibility will also be considered and evaluated by the learners.

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What's inside

Learning objective

By the end of this course the learner will be able to:● explain branding and value creation● identify how to capture and deliver value● discuss integrated marketing and value communication

Traffic lights

Read about what's good
what should give you pause
and possible dealbreakers
Teaches how to create value propositions, which is core to marketing
Develops understanding of branding and marketing principles
Covers channel strategies, which are key to capturing and delivering value
Explores pricing strategies, which can impact value creation
Examines the role of social responsibility in branding and marketing
May require some prerequisite knowledge in marketing or business concepts

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Reviews summary

Marketing fundamentals: value & strategy focus

According to learners, this course offers a strong foundational understanding of marketing, particularly excelling in its focus on the value proposition. Students frequently highlight its clear and concise explanations and the immediate applicability of concepts like pricing strategies and channel distribution, making it highly relevant for professionals and entrepreneurs. While many found it an excellent comprehensive introduction for beginners or those seeking a refresh, some experienced marketers noted it felt too basic, expressing a desire for more advanced strategies or updated and contemporary examples to align with current industry trends.
Perfect for new learners, but basic for experienced pros.
"A good foundational course for marketing... especially for beginners or those needing a refresh."
"The course has some useful information, but it feels a bit basic for someone with a few years of marketing experience."
"It's okay as an introduction, but don't expect groundbreaking insights if you're already familiar with marketing principles."
"As a complete beginner to marketing, this course provided an incredibly clear and comprehensive introduction."
Provides strong marketing basics with clear instruction.
"This course significantly broadened my understanding of marketing beyond just advertising."
"The instructor's explanations were clear and concise, making complex topics easy to grasp."
"As a complete beginner to marketing, this course provided an incredibly clear and comprehensive introduction."
"It covers a lot of ground, from branding to distribution, which is useful."
Excellent emphasis on value creation and delivery.
"The emphasis on the 'value proposition' was a game-changer for how I approach product development and communication."
"The concepts of value creation and delivering that value through effective channels were exactly what I needed."
"I now understand how crucial a strong value proposition is, and the importance of distribution channels."
"The focus on 'delivering value' ties everything together beautifully."
Content is solid, but examples could be more current.
"I would have loved more real-world case studies or practical exercises to solidify the concepts."
"I think the course could benefit from updated examples or more contemporary case studies, especially in the distribution section."
"I'd need to supplement it with other resources for practical application in today's fast-paced digital landscape. The content itself wasn't always cutting-edge."
"I would have liked to see more contemporary examples and perhaps a module dedicated to marketing analytics."

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 Marketing - Delivering the Value Proposition with these activities:
Read 'Building Strong Brands' by David Aaker
This book provides a comprehensive overview of brand building, including the importance of brand identity, differentiation, and customer loyalty.
View Strategic Market Management on Amazon
Show steps
  • Get a copy of the book
  • Read the book and take notes
  • Summarize the key points of the book
Review relevant marketing fundamentals
Covering this material beforehand will provide you with a solid foundation for more advanced topics in this course, such as value creation and branding.
Browse courses on Consumer Behavior
Show steps
  • Review notes or textbook chapters on consumer behavior and segmentation
  • Complete practice problems or quizzes on marketing mix
  • Watch online videos or tutorials on segmentation, targeting, and positioning
Explore online tutorials on social responsibility in marketing
Watching tutorials will provide you with insights into the importance of social responsibility in marketing and how to incorporate it into your marketing strategies.
Show steps
  • Search for online tutorials on social responsibility in marketing
  • Watch a few tutorials to learn about different aspects of social responsibility
  • Take notes or summarize the key points from the tutorials
Five other activities
Expand to see all activities and additional details
Show all eight activities
Gather case studies on successful branding campaigns
Collecting case studies will allow you to see how other companies have successfully implemented branding strategies.
Show steps
  • Identify companies that have strong brands
  • Search for case studies on their branding campaigns
  • Compile the case studies into a document or folder
Develop a value proposition for a product or service
Creating a value proposition will help you understand the process of communicating the value of a product or service to potential customers.
Show steps
  • Identify the target customer for your product or service
  • Research the market to understand the customer's needs and wants
  • Brainstorm a list of benefits that your product or service offers
  • Craft a clear and concise value proposition that highlights the unique benefits of your offering
Participate in online discussion forums
Participating in discussions will provide opportunities to engage with other learners, ask questions, and share insights.
Show steps
  • Find online discussion forums related to marketing or branding
  • Join the forums and introduce yourself
  • Participate in discussions by asking questions, sharing your thoughts, and responding to others
Practice exercises on pricing strategies
Completing practice exercises will reinforce your understanding of how to set prices for products and services.
Show steps
  • Review different pricing strategies, such as cost-plus pricing, value pricing, and competitive pricing
  • Apply these strategies to real-world examples
  • Complete practice problems or quizzes on pricing
Create a marketing plan for a new product or service
Developing a marketing plan will give you hands-on experience in applying the concepts you learn in this course.
Show steps
  • Define the target market for your product or service
  • Conduct a market analysis to understand the competitive landscape
  • Develop a marketing strategy that outlines your messaging, channels, and budget
  • Create a detailed marketing plan that includes your objectives, strategies, and tactics

Career center

Learners who complete Marketing - Delivering the Value Proposition will develop knowledge and skills that may be useful to these careers:
Marketing Manager
The course, Marketing - Delivering the Value Proposition, can be particularly useful for someone looking to become a Marketing Manager. This is an advanced role, and one typically requires a master's degree or higher in a related field, such as marketing or a business administration discipline. The course can help a Marketing Manager build a foundation in the role's foundational principles, by covering branding and its relationship to value creation. It also covers channel or distribution strategies, pricing strategies, and corporate social responsibility.
See salaries and explore the career path for Marketing Manager
Brand Manager
The course's focus on branding and value creation makes it valuable for Brand Managers, who work to create a positive and consistent perception for a brand. The course materials cover the process of branding, including how to develop and communicate a clear value proposition. This course may also be useful for those who wish to work in product development or public relations.
See salaries and explore the career path for Brand Manager
Product Manager
Those who are interested in becoming a Product Manager can benefit from this course. This is an advanced role, and one typically requires at least a bachelor's degree in a field like marketing, computer science, engineering, or design. The course can help build a foundation in marketing and value creation for a Product Manager, who works to maximize a product's potential through its lifecycle.
See salaries and explore the career path for Product Manager
Marketing Consultant
Marketing Consultants work with clients to develop and execute marketing strategies. This course can provide a foundation in how to develop and communicate a clear value proposition, and may help those who wish to work as a Marketing Consultant.
See salaries and explore the career path for Marketing Consultant
Account Manager
Account Managers work to build and maintain relationships with clients. This course can provide a foundation in developing and communicating a clear value proposition, which is essential for Account Managers.
See salaries and explore the career path for Account Manager
Sales Manager
The course may be useful for Sales Managers, who work to lead and motivate sales teams in achieving goals. It can help build a foundation in developing and communicating a clear value proposition.
See salaries and explore the career path for Sales Manager
Public relations manager
The course may be useful for Public Relations Managers, who work to maintain a positive public image for an organization. It can help build a foundation in developing and communicating a clear value proposition.
See salaries and explore the career path for Public relations manager
Social Media Manager
The course may be useful for Social Media Managers, who work to develop and execute social media strategies. It can help build a foundation in developing and communicating a clear value proposition.
See salaries and explore the career path for Social Media Manager
Event Planner
The course may be useful for Event Planners, who work to plan and execute events. It can help build a foundation in developing and communicating a clear value proposition.
See salaries and explore the career path for Event Planner
Customer Success Manager
The course may be useful for Customer Success Managers, who work to ensure that customers are satisfied with a company's products or services. It can help build a foundation in developing and communicating a clear value proposition.
See salaries and explore the career path for Customer Success Manager
Market Research Analyst
The course may be useful for Market Research Analysts, who work to collect and analyze data about customers and markets. It can help build a foundation in developing and communicating a clear value proposition.
See salaries and explore the career path for Market Research Analyst
Business Development Manager
The course may be useful for Business Development Managers, who work to identify and develop new business opportunities. It can help build a foundation in developing and communicating a clear value proposition.
See salaries and explore the career path for Business Development Manager
Advertising Manager
The course may be useful for Advertising Managers, who work to develop and execute advertising campaigns. It can help build a foundation in developing and communicating a clear value proposition.
See salaries and explore the career path for Advertising Manager
Public Relations Specialist
The course may be useful for Public Relations Specialists, who work to develop and execute public relations campaigns. It can help build a foundation in developing and communicating a clear value proposition.
See salaries and explore the career path for Public Relations Specialist
Sales Representative
The course may be useful for Sales Representatives, who work to sell products or services to customers. It can help build a foundation in developing and communicating a clear value proposition.
See salaries and explore the career path for Sales Representative

Reading list

We've selected 14 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 Marketing - Delivering the Value Proposition.
Cover image
The Big Pad of 50 Blank, Extra-Large Business Model...
Save
Provides a practical framework for developing and delivering value propositions. It must-read for anyone involved in marketing or product development.
The Big Pad of 50 Blank, Extra-Large Business Model...
Paperback
Check
The Big Pad of 50 Blank, Extra-Large Business Model...
Kindle Edition
Check
Marketing Management
Save
Comprehensive overview of marketing management, covering all the key concepts and principles. It valuable resource for students and practitioners alike.
Marketing Management
Paperback
Check
Marketing Management
Kindle Edition
Check
Cover image
Positioning: The Battle for Your Mind, 20th...
Save
Classic on marketing strategy. It provides a framework for developing a positioning strategy that will help you differentiate your product or service from the competition.
Positioning: The Battle for Your Mind, 20th...
Hardcover
$$
Positioning: The Battle for Your Mind, 20th...
Kindle Edition
$$
Cover image
Cutlip & Center's Effective Public Relations
Save
Provides a comprehensive overview of public relations. It valuable resource for students and practitioners alike.
Cutlip & Center's Effective Public Relations
Paperback
Check
Cutlip & Center's Effective Public Relations
Kindle Edition
Check
Cover image
Advertising and Promotion
Save
Provides a comprehensive overview of advertising and promotion. It valuable resource for students and practitioners alike.
Advertising and Promotion
Paperback
Check
Advertising and Promotion
Kindle Edition
Check
Strategy, Implementation and Practice
Save
Provides a comprehensive overview of digital marketing. It valuable resource for students and practitioners alike.
Digital Marketing: Strategy, Implementation and...
Paperback
$$$
Internet Marketing: Strategy, Implementation and...
Paperback
$$$$
Cover image
Customer Relationship Management
Save
Provides a comprehensive overview of customer relationship management. It valuable resource for students and practitioners alike.
Customer Relationship Management
Paperback
$$$
Customer Relationship Management: Concepts,...
Kindle Edition
$$$
Cover image
Business Analytics + Mindtap Business Statistics, 1...
Save
Provides a comprehensive overview of marketing analytics. It valuable resource for students and practitioners alike.
Business Analytics + Mindtap Business Statistics, 1...
Paperback
Check
Business Analytics + Mindtap Business Statistics, 1...
Kindle Edition
Check
Cover image
HBR at 100
Save
Provides a comprehensive overview of marketing strategy. It valuable resource for students and practitioners alike.
HBR at 100: The Most Influential and Innovative...
Hardcover
$$
HBR at 100: The Most Influential and Innovative...
Kindle Edition
$$
Cover image
The Disruptive Innovation Set (2 Books)
Save
Provides a framework for understanding the challenges of innovation. It valuable resource for students and practitioners alike.
The Disruptive Innovation Set (2 Books)
Paperback
$$
The Disruptive Innovation Set (2 Books)
Kindle Edition
$$
Cover image
The Crux
Save
Provides a framework for developing good strategy. It valuable resource for students and practitioners alike.
The Crux: How Leaders Become Strategists
Hardcover
$$
The Crux: How Leaders Become Strategists
Kindle Edition
$$
Lean Startup: How Today's Entrepreneurs Use...
Save
Provides a framework for developing and testing new products and services. It valuable resource for students and practitioners alike.
The Lean Startup: How Today's Entrepreneurs Use...
Hardcover
$$
The Lean Startup: How Today's Entrepreneurs Use...
Kindle Edition
$$
Cover image
The 22 Immutable Laws of Marketing
Save
Provides 22 essential principles for marketing success. It valuable resource for anyone looking to improve their marketing skills.
The 22 Immutable Laws of Marketing: Violate Them at...
Paperback
$$
The 22 Immutable Laws Of Branding, The 22 Immutable...
Paperback
$$$
The 22 Immutable Laws Of Marketing, The Tipping...
Paperback
$$
The 22 Immutable Laws of Marketing: Exposed and...
Kindle Edition
$$
Cover image
Launch
Save
Provides a comprehensive overview of social media marketing. It valuable resource for students and practitioners alike.
Launch
Paperback
Check
Launch
Kindle Edition
Check

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Course image
Rating
4.3 Filled star Filled star Filled star Filled star Empty star
Effort
7 to 9 hours per week for 4 weeks
Level
Introductory
Via
edX
Institution
Doane University
Instructor
Jeffrey Frohwein
Language
English
Transcript
English
This course belongs to a collection called Marketing Essentials. It's comprised of four courses:
  1. Marketing Foundations
  2. Marketing Essentials Final Exam
  3. Marketing - Delivering the Value Proposition (viewing)
  4. Marketing Operations
Traffic lights
Read about what's good
what should give you pause
and possible dealbreakers
Teaches how to create value propositions, which is core to marketing
Develops understanding of branding and marketing principles
Covers channel strategies, which are key to capturing and delivering value
Explores pricing strategies, which can impact value creation
Examines the role of social responsibility in branding and marketing
May require some prerequisite knowledge in marketing or business concepts
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