Fundamentals of Marketing Strategy from Coursera

What's inside

Syllabus

Week 1: The marketing environment audit

This week focuses on the marketing environment. In particular, we will examine its nature and scope, including the different elements of the micro- and macro-environments that affect the way businesses operate in order to survive in a dynamic context while simultaneously meeting organisational objectives. We will also explore the role of marketers in the marketing strategy development process, as well as the challenges faced.

Week 2: Conducting audits of the macro- and micro-marketing environments for an organisation

Analysing the micro- and macro-environments in which a business operates is an important part of a successful marketing strategy. Consequently, the focus of this week is the micro- and macro-environments, including the conceptual tools used to assess them. We will also explore the role played by businesses in the macro-environment.

Week 3: Implementation of an effective marketing strategy

This week, we will look at the segmentation, targeting and positioning (STP) marketing model, which is one of the most frequently applied models in practice. STP focuses on commercial effectiveness, enabling a business to select the most viable marketing segments before developing a marketing mix and product positioning strategy for them. The STP model is useful when creating marketing communications plans since it helps marketers to prioritise propositions and then to develop and deliver personalised and relevant messages to engage with different audiences. Importantly, the STP model helps marketers to evaluate the potential and commercial attractiveness of each segment.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

This course incorporates real-world applications and examples throughout its lessons

Helps learners develop a deeper understanding of marketing strategy

Provides opportunities to engage with fellow students in discussions

Explores relevant marketing models and concepts

Helps you develop new skills in marketing

May be challenging for those new to marketing

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 Fundamentals of Marketing Strategy with these activities:

Review 'Marketing Management' by Philip Kotler and Kevin Lane Keller

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Reinforce your understanding of key marketing concepts and models by reviewing this foundational text.

View Marketing Management on Amazon

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Read Chapter 1: Introduction to Marketing
Summarize the key concepts of marketing
Identify the different types of marketing strategies

Learn about the latest marketing technologies

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Stay up-to-date with the latest marketing tools and techniques by exploring tutorials and online resources.

Browse courses on Marketing Technology

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Identify the most relevant marketing technologies
Find tutorials and online courses
Experiment with the technologies

Conduct market research using surveys

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Develop your skills in gathering and analyzing market data by designing and conducting surveys.

Browse courses on Market Research

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Define the research objectives
Develop survey questions
Distribute the survey
Analyze the survey results

Five other activities

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Discuss marketing case studies with classmates

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Gain diverse perspectives and insights by discussing real-world marketing campaigns with your peers.

Browse courses on Marketing Case Studies

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Find a relevant case study
Prepare discussion questions
Participate in the discussion

Attend a marketing workshop

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Engage with industry experts and learn about the latest marketing trends and best practices.

Browse courses on Marketing Strategy

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Find a relevant workshop
Register for the workshop
Attend the workshop

Develop a marketing plan for a new product or service

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Apply your knowledge of marketing strategy by creating a comprehensive plan for a real-world product or service.

Browse courses on Marketing Strategy

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Identify the target market
Develop a marketing message
Create a marketing budget
Implement the marketing plan
Evaluate the marketing plan

Participate in a marketing competition

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Challenge yourself and apply your skills in a competitive environment, receiving feedback from experts.

Browse courses on Marketing Strategy

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Find a relevant competition
Develop a solution
Submit your solution
Receive feedback

Launch a small-scale marketing campaign

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Put your knowledge into practice by planning and executing a marketing campaign for a real-world scenario.

Browse courses on Marketing Campaign

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Identify a target audience
Develop a marketing message
Choose marketing channels
Implement the campaign
Track and evaluate results

Career center

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

Marketing Manager

Marketing Managers develop and implement strategies to promote a company's products or services. They research the market, identify target audiences, and develop marketing campaigns. This course can help you develop the skills you need to be a successful Marketing Manager, including how to conduct market research, develop marketing plans, and manage marketing budgets.

See salaries and explore the career path for Marketing Manager

Brand Manager

Brand Managers are responsible for developing and managing a company's brand. They work to create a strong brand identity and develop marketing campaigns that will appeal to the target audience. This course can help you develop the skills you need to be a successful Brand Manager, including how to conduct market research, develop brand strategies, and manage brand budgets.

See salaries and explore the career path for Brand Manager

Product Manager

Product Managers are responsible for developing and managing a company's products. They work to identify customer needs, develop product specifications, and manage product launches. This course can help you develop the skills you need to be a successful Product Manager, including how to conduct market research, develop product plans, and manage product budgets.

See salaries and explore the career path for Product Manager

Marketing Analyst

Marketing Analysts collect and analyze data to help companies understand their customers and make better marketing decisions. They use a variety of research methods to gather data, including surveys, interviews, and focus groups. This course can help you develop the skills you need to be a successful Marketing Analyst, including how to conduct market research, analyze data, and make recommendations.

See salaries and explore the career path for Marketing Analyst

Digital Marketing Manager

Digital Marketing Managers are responsible for developing and implementing a company's digital marketing strategy. They use a variety of digital marketing channels, including social media, email marketing, and search engine optimization, to reach the target audience. This course can help you develop the skills you need to be a successful Digital Marketing Manager, including how to conduct market research, develop digital marketing plans, and manage digital marketing budgets.

See salaries and explore the career path for Digital Marketing Manager

Social Media Manager

Social Media Managers are responsible for developing and implementing a company's social media strategy. They use a variety of social media platforms to reach the target audience and build relationships with customers. This course can help you develop the skills you need to be a successful Social Media Manager, including how to conduct market research, develop social media plans, and manage social media budgets.

See salaries and explore the career path for Social Media Manager

Content Marketing Manager

Content Marketing Managers are responsible for developing and implementing a company's content marketing strategy. They use a variety of content marketing channels, includingブログ, articles, and videos, to reach the target audience and build relationships with customers. This course can help you develop the skills you need to be a successful Content Marketing Manager, including how to conduct market research, develop content marketing plans, and manage content marketing budgets.

See salaries and explore the career path for Content Marketing Manager

Email Marketing Manager

Email Marketing Managers are responsible for developing and implementing a company's email marketing strategy. They use email marketing to reach the target audience and build relationships with customers. This course can help you develop the skills you need to be a successful Email Marketing Manager, including how to conduct market research, develop email marketing plans, and manage email marketing budgets.

See salaries and explore the career path for Email Marketing Manager

Market Researcher

Market Researchers collect and analyze data to help companies understand their customers and make better marketing decisions. They use a variety of research methods to gather data, including surveys, interviews, and focus groups. This course can help you develop the skills you need to be a successful Market Researcher, including how to conduct market research, analyze data, and make recommendations.

See salaries and explore the career path for Market Researcher

Advertising Manager

Advertising Managers are responsible for developing and implementing a company's advertising strategy. They work with a variety of advertising agencies to create and place ads in a variety of media channels. This course can help you develop the skills you need to be a successful Advertising Manager, including how to conduct market research, develop advertising plans, and manage advertising budgets.

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Public relations manager

Public Relations Managers are responsible for managing a company's public image. They work with the media to share positive news about the company and respond to negative news. This course can help you develop the skills you need to be a successful Public Relations Manager, including how to conduct market research, develop public relations plans, and manage public relations budgets.

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Sales Manager

Sales Managers are responsible for leading and managing a team of salespeople. They develop sales strategies, set sales goals, and provide training and support to their team. This course can help you develop the skills you need to be a successful Sales Manager, including how to conduct market research, develop sales plans, and manage sales teams.

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Customer Relationship Manager (CRM)

Customer Relationship Managers (CRMs) are responsible for building and maintaining relationships with customers. They work to ensure that customers are satisfied with the company's products or services and that they have a positive experience with the company. This course can help you develop the skills you need to be a successful CRM, including how to conduct market research, develop customer relationship plans, and manage customer relationships.

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

Business Development Manager

Business Development Managers are responsible for generating new business for a company. They identify new opportunities, develop business plans, and negotiate contracts. This course can help you develop the skills you need to be a successful Business Development Manager, including how to conduct market research, develop business plans, and negotiate contracts.

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Marketing Consultant

Marketing Consultants provide marketing advice to businesses. They help businesses develop marketing strategies, marketing plans, and marketing budgets. This course can help you develop the skills you need to be a successful Marketing Consultant, including how to conduct market research, develop marketing plans, and manage marketing budgets.

See salaries and explore the career path for Marketing Consultant