Marketing Strategy from Coursera

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Syllabus

Module 1: Strategic Overview of Marketing

Welcome to Marketing Strategy: Creating, Communicating and Delivering Value! This introductory MBA marketing strategy course emphasizes core marketing concepts involved in creating, communicating, and delivering value as core to business models. It covers marketing in various contexts including small businesses, corporations, and nonprofits, focusing on the exchange of value. The course introduces key marketing concepts: the "four Cs" (customer values, company capacity, competitors, constraints) and the "four Ps" (product, price, place, promotion). It moves beyond traditional views of marketing as just advertising, highlighting the importance of understanding customer needs and product differentiation. The course also explores Holistic Marketing, addressing the complexities of modern organizations. This introductory module on Marketing Strategy provides a foundational understanding of marketing's scope and value. It covers basic questions like the definition of marketing, what is marketed, who markets, and the concept of a market. Core marketing concepts discussed include understanding needs, wants, and demands, target market strategies, segmentation, branding, marketing channels, and media dynamics. It also explores the importance of impressions, engagement, value, satisfaction, supply chain, and competition in marketing. The module then addresses the new realities in marketing shaped by technology, globalization, and social responsibility, examining different company orientations towards the marketplace, including production, product, selling, marketing, and holistic marketing concepts. It updates the traditional "Four Ps" of marketing and outlines key marketing management tasks. This module of the course delves into the strategic aspects of marketing, focusing on customer value, the value delivery process, and the value chain. Also reviewed are strategic issues including different levels of strategic planning, including corporate and division strategic planning, mission definition, strategic business units, and growth opportunities. Topics such as SWOT analysis, goal formulation, and strategy implementation are covered, along with the contents of a marketing plan and its implementation. The module also touches briefly on Marketing Research and Analysis and explores marketing information systems and intelligence, along with a detailed analysis of the macroenvironment, identifying key external forces like demographic, economic, and sociocultural factors. Overall, the module offers a comprehensive overview of key marketing concepts and strategies.

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Emphasizes core marketing concepts, providing a foundational understanding of marketing's scope and value

Taught by Dr. Rob Nelson, who has extensive experience in marketing

Covers key marketing concepts like the 'four Cs' and 'four Ps', moving beyond traditional views of marketing as just advertising

Provides a comprehensive overview of key marketing concepts and strategies, exploring strategic issues like SWOT analysis and goal formulation

Focuses on establishing and nurturing long-term customer relationships, crucial in marketing

Examines factors influencing consumer behavior and the consumer buying decision process

Delves into strategic brand management, including market segmentation, targeting, and brand positioning, essential for effective branding

Covers product mix management and the development of new offerings, focusing on the diversity and dynamics of product portfolios

Examines the interplay between products and brands, product line management, and pricing strategies, providing a comprehensive view of value creation

Focuses on ensuring that customers receive the value promised, emphasizing the importance of developing and managing marketing channels and value networks

Covers strategic pricing, detailing how companies determine and adapt prices in a changing environment, providing a practical understanding

Covers the role of marketing communications and the components of the marketing communications mix, providing a foundation for effective communication

Emphasizes digital communications, focusing on online, social media, and mobile marketing, addressing the crucial role of digital channels in modern marketing

Discusses the complexities and strategies of marketing in a global environment, providing insights into global marketing practices and decision-making

Focuses on internal marketing and the concept of market orientation as a tool for competitiveness, emphasizing the importance of building a marketing-oriented organization

Reviews summary

Comprehensive mba-level marketing strategy

According to students, this course offers a comprehensive strategic overview of marketing, covering fundamental concepts from the 'Four Ps' and 'Four Cs' to modern holistic marketing approaches. Learners appreciate its MBA-level foundational content, which is highly relevant for professionals aiming to understand how to create, communicate, and deliver value in various business contexts. While it provides a broad understanding of key marketing principles, some might find the extensive coverage means less emphasis on in-depth practical applications.

Delivers foundational understanding suitable for professionals.

"As an introductory MBA course, it sets a strong strategic groundwork that feels robust and professional."

"The concepts are presented with the depth and rigor expected for aspiring business leaders and professionals."

"I feel much better prepared to apply these strategic marketing concepts within a real business environment."

Emphasizes creating, communicating, and delivering value.

"The course's consistent emphasis on value creation and delivery is truly insightful and practical."

"I found the holistic marketing approach very relevant to understanding modern business complexities."

"It definitely moves beyond traditional advertising, focusing on core business model integration and customer needs."

Offers a broad and strategic understanding of marketing.

"I appreciate how the course covers so many facets of marketing, from strategic planning to global contexts."

"It's a really good high-level look at marketing, touching on everything important for an MBA perspective."

"This course provides a foundational understanding of marketing's scope and value, which I found very helpful."

Focuses more on theory than hands-on applications.

"I would have liked to see more practical exercises or actionable frameworks, rather than just conceptual discussions."

"The course provided excellent theoretical grounding, but I personally sought more real-world projects or simulations."

"It felt a bit academic at times, though the information provided was undoubtedly valuable for understanding principles."

Covers many topics, potentially lacking deep dives.

"While comprehensive, I sometimes wished for more detailed examples or case studies in specific advanced areas."

"The course introduces many marketing concepts, but it's more of an overview than an exhaustive, in-depth study."

"I found it covered a lot of ground quickly, meaning some intriguing topics were only briefly touched upon."

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 Strategy with these activities:

Review 'Marketing Management' by Philip Kotler

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Reviews the fundamental concepts and principles of marketing as covered in the course.

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Read the first three chapters of the book.
Take notes on the key concepts and frameworks introduced.
Discuss the concepts with a classmate or colleague.

Follow online tutorials on specific marketing topics

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Provides access to additional learning resources and reinforces understanding of specific marketing concepts.

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Identify specific marketing topics that need further clarification.
Search for online tutorials or videos on those topics.
Follow the tutorials and take notes on the key takeaways.

Practice answering marketing case studies

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Reinforces the ability to apply marketing concepts to real-world business situations.

Browse courses on Case Studies

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Find a case study relevant to the course.
Read the case study carefully and identify the key issues.
Develop a marketing plan to address the issues identified.
Present the marketing plan to the class or a group of peers.

Three other activities

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Develop a marketing plan for a new product or service

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Applies the concepts of customer value, value delivery, and marketing communications to develop a comprehensive marketing plan.

Browse courses on Marketing Plan

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Identify the target market and conduct market research.
Define the marketing objectives and develop a value proposition.
Create a marketing mix strategy, including product, price, promotion, and distribution.
Develop a budget and timeline for the marketing plan.

Create a comprehensive study guide

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Consolidates course materials and key concepts into a single resource for easy review.

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Gather all course materials, including lecture notes, readings, and assignments.
Organize the materials into a logical structure.
Summarize the key concepts and frameworks in each section.
Include practice questions or examples to reinforce understanding.

Contribute to an open-source marketing project

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Provides practical experience in applying marketing concepts and contributing to the wider marketing community.

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Identify an open-source marketing project that aligns with interests.
Join the project community and familiarize with its goals and objectives.
Identify an area where contributions can be made.
Work on the contribution, following the project's guidelines and best practices.

Career center

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

Marketing Manager

The Marketing Strategy course provides an understanding of the core concepts in marketing, including the four Cs (customer values, company capacity, competitors, constraints) and the four Ps (product, price, place, promotion). A Marketing Manager ensures that a company's marketing strategies are aligned with its overall business goals, which requires a strong understanding of these core concepts. The course also covers customer relationship management, brand management, and marketing channels, which are all important areas for a Marketing Manager to be knowledgeable in.

See salaries and explore the career path for Marketing Manager

Product Manager

The Marketing Strategy course provides an overview of the product development process, including product planning, development, launch, and management. A Product Manager is responsible for overseeing the development and launch of new products, and they need to have a strong understanding of marketing principles in order to be successful. The course also covers topics such as pricing, branding, and marketing channels, which are all important for a Product Manager to be familiar with.

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Brand Manager

The Marketing Strategy course provides a strong foundation in brand management, including topics such as brand strategy, brand positioning, and brand equity. A Brand Manager is responsible for developing and managing a company's brand, and they need to have a deep understanding of marketing principles in order to be successful. The course also covers topics such as market research, advertising, and public relations, which are all important for a Brand Manager to be familiar with.

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Marketing Consultant

The Marketing Strategy course provides a comprehensive overview of marketing principles and practices, which can be helpful for those who want to become Marketing Consultants. A Marketing Consultant provides advice and guidance to businesses on how to improve their marketing efforts, and they need to have a strong understanding of marketing in order to be successful. The course covers topics such as market research, marketing strategy, and marketing communications, which are all essential for a Marketing Consultant to be familiar with.

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Marketing Analyst

The Marketing Strategy course provides a strong foundation in marketing research and analysis, which is essential for those who want to become Marketing Analysts. A Marketing Analyst is responsible for collecting, analyzing, and interpreting data in order to provide insights to businesses about their marketing efforts. The course covers topics such as market research methods, data analysis, and marketing metrics, which are all important for a Marketing Analyst to be familiar with.

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Marketing Researcher

The Marketing Strategy course provides a strong foundation in market research methods, which is important for those who want to become Marketing Researchers. A Marketing Researcher is responsible for designing and conducting market research studies in order to collect data about consumer behavior. The course covers topics such as research design, data collection, and data analysis, which are all essential for a Marketing Researcher to be familiar with.

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Advertising Manager

The Marketing Strategy course provides an overview of advertising principles and practices, which can be helpful for those who want to become Advertising Managers. An Advertising Manager is responsible for planning and executing advertising campaigns, and they need to have a strong understanding of marketing principles in order to be successful. The course covers topics such as advertising strategy, media planning, and creative development, which are all essential for an Advertising Manager to be familiar with.

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Public relations manager

The Marketing Strategy course provides an overview of public relations principles and practices, which can be helpful for those who want to become Public Relations Managers. A Public Relations Manager is responsible for managing the public image of a company or organization, and they need to have a strong understanding of marketing principles in order to be successful. The course covers topics such as public relations strategy, media relations, and crisis communications, which are all essential for a Public Relations Manager to be familiar with.

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Sales Manager

The Marketing Strategy course provides an overview of sales principles and practices, which can be helpful for those who want to become Sales Managers. A Sales Manager is responsible for leading and motivating a sales team, and they need to have a strong understanding of marketing principles in order to be successful. The course covers topics such as sales strategy, sales management, and customer relationship management, which are all essential for a Sales Manager to be familiar with.

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Market Research Analyst

The Marketing Strategy course provides an overview of market research methods and practices, which can be helpful for those who want to become Market Research Analysts. A Market Research Analyst is responsible for conducting market research studies in order to collect data about consumer behavior. The course covers topics such as research design, data collection, and data analysis, which are all essential for a Market Research Analyst to be familiar with.

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Marketing Specialist

The Marketing Strategy course provides an overview of marketing principles and practices, which can be helpful for those who want to become Marketing Specialists. A Marketing Specialist is responsible for developing and executing marketing campaigns, and they need to have a strong understanding of marketing principles in order to be successful. The course covers topics such as marketing strategy, marketing communications, and customer relationship management, which are all essential for a Marketing Specialist to be familiar with.

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Product Marketing Manager

The Marketing Strategy course provides an overview of product marketing principles and practices, which can be helpful for those who want to become Product Marketing Managers. A Product Marketing Manager is responsible for developing and executing marketing strategies for a specific product or product line, and they need to have a strong understanding of marketing principles in order to be successful. The course covers topics such as product strategy, product positioning, and product launch, which are all essential for a Product Marketing Manager to be familiar with.

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Social Media Marketing Manager

The Marketing Strategy course provides an overview of social media marketing principles and practices, which can be helpful for those who want to become Social Media Marketing Managers. A Social Media Marketing Manager is responsible for developing and executing social media marketing campaigns, and they need to have a strong understanding of marketing principles in order to be successful. The course covers topics such as social media strategy, content marketing, and social media advertising, which are all essential for a Social Media Marketing Manager to be familiar with.

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Digital Marketing Manager

The Marketing Strategy course provides an overview of digital marketing principles and practices, which can be helpful for those who want to become Digital Marketing Managers. A Digital Marketing Manager is responsible for developing and executing digital marketing campaigns, and they need to have a strong understanding of marketing principles in order to be successful. The course covers topics such as search engine optimization (SEO), pay-per-click (PPC) advertising, and social media marketing, which are all essential for a Digital Marketing Manager to be familiar with.

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Marketing Director

The Marketing Strategy course provides an overview of marketing principles and practices, which can be helpful for those who want to become Marketing Directors. A Marketing Director is responsible for leading and managing a company's marketing efforts, and they need to have a strong understanding of marketing principles in order to be successful. The course covers topics such as marketing strategy, marketing planning, and marketing budgeting, which are all essential for a Marketing Director to be familiar with.

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