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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.
Register for this course and see more details by visiting:
OpenCourser.com/course/ej6098/marketing
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
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
Good to know
Good to know
Know what's good ,
what to watch for , 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
Save this course
Save Marketing - Delivering the Value Proposition to your list so you can find it easily later:
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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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Read 'Building Strong Brands' by David Aaker
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
Collecting case studies will allow you to see how other companies have successfully implemented branding strategies.
Show steps
Show steps
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
Show steps
Creating a value proposition will help you understand the process of communicating the value of a product or service to potential customers.
Show steps
Show steps
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
Show steps
Participating in discussions will provide opportunities to engage with other learners, ask questions, and share insights.
Show steps
Show steps
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
Show steps
Completing practice exercises will reinforce your understanding of how to set prices for products and services.
Show steps
Show steps
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
Show steps
Developing a marketing plan will give you hands-on experience in applying the concepts you learn in this course.
Show steps
Show steps
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
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.
Brand 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.
Product 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.
Marketing Consultant
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.
Account Manager
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.
Public relations 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.
Sales 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.
Social Media 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.
Market Research Analyst
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.
Event Planner
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.
Customer Success Manager
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.
Advertising 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.
Business Development Manager
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.
Public Relations Specialist
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.
Sales Representative
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.
For more career information including salaries, visit:
OpenCourser.com/course/ej6098/marketing
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.
Provides a practical framework for developing and delivering value propositions. It must-read for anyone involved in marketing or product development.
Save
Comprehensive overview of marketing management, covering all the key concepts and principles. It valuable resource for students and practitioners alike.
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.
Provides a comprehensive overview of public relations. It valuable resource for students and practitioners alike.
Provides a comprehensive overview of advertising and promotion. It valuable resource for students and practitioners alike.
Provides a comprehensive overview of digital marketing. It valuable resource for students and practitioners alike.
Provides a comprehensive overview of customer relationship management. It valuable resource for students and practitioners alike.
Provides a comprehensive overview of marketing analytics. It valuable resource for students and practitioners alike.
Save
Provides a comprehensive overview of marketing strategy. It valuable resource for students and practitioners alike.
Provides a framework for understanding the challenges of innovation. It valuable resource for students and practitioners alike.
Save
Provides a framework for developing good strategy. It valuable resource for students and practitioners alike.
Provides a framework for developing and testing new products and services. It valuable resource for students and practitioners alike.
Provides 22 essential principles for marketing success. It valuable resource for anyone looking to improve their marketing skills.
Save
Provides a comprehensive overview of social media marketing. It valuable resource for students and practitioners alike.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/ej6098/marketing
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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:
- Marketing Foundations
- Marketing Essentials Final Exam
- Marketing - Delivering the Value Proposition (viewing)
- Marketing Operations
Good to know
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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