Marketing Management from Coursera

Marketing plays a vital role in business growth. It is a broad general management

responsibility and not specific to marketing specialists alone. Customer-oriented and

competitive marketing strategies are critical to business success. This course explores

the core concepts and tools of contemporary marketing management—including

market segmentation, brand positioning, distribution channel design and

communications to develop an effective customer-centric marketing strategy. Through

the course, you will be exposed to a variety of analytical approaches, tools and

techniques that we can use in thinking about strategic issues. The various modules in

this course will enable you to apply the learning from the various concepts and

frameworks to your workplace. The goal of this course is to enable you to take effective

decisions and become better managers at your workplace.

What's inside

Syllabus

Course Orientations

Marketing plays a vital role in business growth. It is a broad general management responsibility and not specific to marketing specialists alone. Customer-oriented and competitive marketing strategies are critical to business success. This course explores the core concepts and tools of contemporary marketing management—including market segmentation, brand positioning, distribution channel design and communications to develop an effective customer-centric marketing strategy. Through the course, you will be exposed to a variety of analytical approaches, tools and techniques that we can use in thinking about strategic issues. The live sessions of this course will delve into several interesting case studies, which will enable you to apply the learning from the various concepts and frameworks to your own workplace. The goal of this course is to enable you to take effective decisions and become better managers at your workplace.

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Explores market segmentation, brand positioning, and distribution channel design, which are essential for developing effective customer-centric marketing strategies

Introduces analytical approaches, tools, and techniques applicable to strategic issues, which helps learners make effective decisions in their workplace

Examines the Product Lifecycle Cycle (PLC), which is a foundational concept for understanding product strategy and competitive advantage

Discusses the 6M framework and integrated marketing communications, which are useful for connecting with target audiences

Requires understanding of marketing plans, consumer behavior, and branding, which may necessitate some prior exposure to business concepts

Examines potential channel conflicts within distribution channels, which may require learners to have some familiarity with supply chain management

Reviews summary

Comprehensive marketing management overview

According to learners, this course offers a positive and comprehensive overview of core marketing management concepts. Students highlight its applicability for professionals seeking to ground their strategic thinking. The course covers key frameworks like segmentation, targeting, positioning, branding, channels, communication, and pricing. While many find it a solid foundation, some more experienced learners note that certain topics could benefit from greater depth or more advanced case studies. Overall, it is seen as a valuable course for gaining a structured understanding of marketing.

May lack depth for those with significant prior experience.

"While comprehensive, I found some sections were a bit basic given my years in the industry."

"Could use more in-depth coverage on complex topics or advanced strategic nuances."

"Good as a review, but maybe not enough advanced content for seasoned marketing professionals."

"I was hoping for deeper dives into certain frameworks, but it stayed fairly high-level."

Well-paced course with a logical flow between modules.

"The course modules flowed logically, making it easy to follow along."

"Found the weekly structure manageable and the pace appropriate."

"Content was organized effectively from segmentation to pricing."

"I liked how each week built upon the concepts from the previous one."

Good for getting started or reinforcing basics.

"Great for building a foundational understanding of marketing principles."

"If you're new to marketing or need a structured refresher, this is a good starting point."

"The course content is well-structured for beginners and those looking to solidify their knowledge."

"Helped me understand the core elements before diving into more specialized areas."

Directly relevant to professional roles and decision-making.

"The concepts and frameworks taught are directly applicable to my job as a marketing manager."

"I appreciated how the course linked theory to practical application in the workplace."

"Really helpful for anyone in a business role, not just marketing specialists."

"Enabled me to think more strategically about decisions in my organization."

Provides a solid foundation in marketing management.

"This course gave me a really comprehensive overview of modern marketing management."

"I found that the course covered all the fundamental aspects of marketing strategy effectively."

"Provides a solid foundational knowledge in key marketing concepts and frameworks."

"I feel like I have a much better grasp on how marketing fits into overall business strategy now."

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 Management with these activities:

Review Basic Economic Principles

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Strengthen your understanding of fundamental economic principles that underpin marketing decisions.

Browse courses on Supply and Demand

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Review introductory economics materials.
Focus on concepts like supply, demand, and elasticity.
Consider how these principles affect pricing and consumer behavior.

Review 'Positioning: The Battle for Your Mind' by Al Ries and Jack Trout

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Deepen your understanding of brand positioning by reading a seminal work on the topic.

View Positioning: The Battle for Your Mind, 20th... on Amazon

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Obtain a copy of 'Positioning: The Battle for Your Mind'.
Read the book and take notes on key concepts.
Consider how the concepts apply to real-world marketing campaigns.

Review 'Marketing Management' by Philip Kotler

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Reinforce your understanding of core marketing concepts by reading a widely-used marketing textbook.

View Marketing Management on Amazon

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Obtain a copy of 'Marketing Management' by Kotler and Keller.
Read the chapters relevant to the course syllabus.
Take notes on key concepts and examples.

Four other activities

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Practice SWOT Analysis

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Improve your ability to analyze a company's strengths, weaknesses, opportunities, and threats.

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Select several companies from different industries.
Conduct a SWOT analysis for each company.
Compare your analyses with publicly available information.

Create a Presentation on Market Segmentation

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Solidify your understanding of market segmentation by creating a presentation.

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Research different market segmentation strategies.
Develop a presentation outlining the benefits and challenges of each strategy.
Include real-world examples of successful market segmentation.
Present your findings to a peer or study group.

Analyze a Company's Marketing Strategy

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Apply course concepts by analyzing a real-world company's marketing strategy.

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Choose a company with a well-defined marketing strategy.
Research their target market, positioning, and marketing mix.
Evaluate the effectiveness of their strategy based on course concepts.
Write a report summarizing your findings and recommendations.

Follow Tutorials on Marketing Analytics Tools

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Develop practical skills in using marketing analytics tools to measure campaign performance.

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Identify popular marketing analytics tools (e.g., Google Analytics, HubSpot).
Find online tutorials or courses on using these tools.
Practice using the tools with sample data or a personal project.

Career center

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

Marketing Manager

A marketing manager oversees the planning, development, and execution of an organization's marketing initiatives. This course in Marketing Management may be useful for a marketing manager. The course directly explores the core concepts and tools of contemporary marketing management. The course also discusses market segmentation. This helps a marketing manager understand the process of selecting target segments. They can apply these lessons to their workplace. The module on pricing strategies to capture and maximize value is also important. The live sessions delve into several interesting case studies.

See salaries and explore the career path for Marketing Manager

Brand Manager

A brand manager shepherds a brand's identity, ensuring it resonates with consumers and achieves market success. This course in Marketing Management helps a prospective brand manager understand how to position a brand effectively. The course discusses contemporary marketing management and brand positioning. Understanding market segmentation, as discussed in this course, helps a brand manager target the right audience. The module on crafting communication strategies to connect with customers may also be useful. Learning about value residing in various products and service categories through the Product Level Hierarchy framework helps the Brand Manager develop a comprehensive brand strategy.

See salaries and explore the career path for Brand Manager

Marketing Coordinator

A marketing coordinator supports the marketing team by assisting with various marketing activities, such as event planning, content creation, and campaign management. This course in Marketing Management may be useful for a marketing coordinator. The course explores the core concepts and tools of contemporary marketing management. The various modules in this course help a marketing coordinator apply the learning from the various concepts and frameworks to their workplace. This course may help a marketing coordinator make effective marketing decisions.

See salaries and explore the career path for Marketing Coordinator

Product Manager

A product manager is responsible for the strategy, roadmap, and feature definition of a product or product line. This course in Marketing Management may be useful. The module covering shaping the portfolio and crafting product strategies for competitive edge helps one become a better product manager. They can learn about value residing in various products and service categories through the Product Level Hierarchy framework. The discussion of strategic approaches in product lines and analysis of the Product Lifecycle Cycle is directly applicable. This course helps a product manager perform better in their own workplace.

See salaries and explore the career path for Product Manager

Market Research Analyst

A market research analyst studies market conditions to examine potential sales of a product or service. This course in Marketing Management may be useful for a market research analyst. The course introduces analytical approaches, tools and techniques that can be used in thinking about strategic issues. The modules on marketing strategy and consumer behaviour are directly relevant. Understanding segmentation targeting and positioning from the course are useful. Effective decisions from the course can help the market research analyst at their workplace. The live sessions delve into several interesting case studies.

See salaries and explore the career path for Market Research Analyst

Market Analyst

A market analyst researches market trends, consumer behavior, and competitor activities to provide insights for strategic decision-making. This course in Marketing Management may be useful for a market analyst. In particular, the course helps one understand consumer behaviour and buying process. Also, participants will explore marketing strategy frameworks. These frameworks can help them understand how internal and external factors, like company capabilities, customer dynamics, collaborative partnerships, competitive forces, and the broader economic climate, impact marketing strategies. This course may help a market analyst make effective decisions.

See salaries and explore the career path for Market Analyst

Marketing Consultant

A marketing consultant advises organizations on how to improve their marketing efforts and achieve their business goals. This course in Marketing Management may be useful for a marketing consultant. The course explores the core concepts and tools of contemporary marketing management. The course introduces analytical approaches, tools and techniques that can be used in thinking about strategic issues, specifically within marketing. The live sessions delve into several interesting case studies. This course helps a marketing consultant make effective decisions.

See salaries and explore the career path for Marketing Consultant

Advertising Manager

An advertising manager oversees the creation and execution of advertising campaigns to promote products or services. This course in Marketing Management may be useful for an advertising manager. The course explores the core concepts and tools of contemporary marketing management. The module on crafting communication strategies to connect with customers may be particularly useful. This module helps one develop a comprehensive understanding of the Marketing Communications Mix. An advertising manager may find the lesson on integrated marketing communications helpful. Customer-oriented and competitive marketing strategies are critical to business success.

See salaries and explore the career path for Advertising Manager

Digital Marketing Specialist

A digital marketing specialist develops, implements, and manages digital marketing campaigns that promote a company and its products or services. This course in Marketing Management may be useful. The course explores the core concepts and tools of contemporary marketing management. The module on crafting communication strategies to connect with customers is also valuable. The course may help a digital marketing specialist understand integrated marketing communications and effective communication for target audiences. Customer-oriented and competitive marketing strategies are critical to business success.

See salaries and explore the career path for Digital Marketing Specialist

Social Media Manager

A social media manager is responsible for planning, implementing, and monitoring a company's social media strategy to increase brand awareness and engagement. This course in Marketing Management may be useful for a social media manager. The course explores the core concepts and tools of contemporary marketing management. The module on crafting communication strategies to connect with customers would also be useful. From the course, a social media manager may understand integrated marketing communications and how to communicate effectively for target audiences. Customer-oriented and competitive marketing strategies are critical to business success.

See salaries and explore the career path for Social Media Manager

Category Manager

A category manager is responsible for the strategy and profitability of a specific category of products within a retail organization. This course in Marketing Management may be useful for a category manager. The course covers market segmentation. The modules on shaping the portfolio and crafting product strategies for competitive edge allows a category manager to learn about value residing in various products and service categories through the Product Level Hierarchy framework. This helps a Category Manager develop a comprehensive strategy. Customer-oriented and competitive marketing strategies are critical to business success.

See salaries and explore the career path for Category Manager

Public Relations Specialist

A public relations specialist manages an organization's communication with the public, including media relations and reputation management. This course in Marketing Management may be useful for a public relations specialist. The course explores the core concepts and tools of contemporary marketing management. The module on crafting communication strategies to connect with customers would be useful. The course may help a public relations specialist understand integrated marketing communications and effective communication for target audiences. Customer-oriented and competitive marketing strategies are critical to business success.

See salaries and explore the career path for Public Relations Specialist

Sales Manager

A sales manager leads a team of sales representatives to achieve sales targets and build strong customer relationships. This course in Marketing Management may be useful. The module on designing efficient distribution and channels strategies allows a sales manager to understand how to deliver value to customers. The course delves into the role of intermediaries and discusses how to set a channel strategy. The sales manager may also understand potential channel conflicts that arise within distribution channels. Customer-oriented and competitive marketing strategies are critical to business success.

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Business Development Manager

A business development manager identifies and pursues new business opportunities to drive revenue growth for an organization. This course in Marketing Management may be useful for a business development manager. The course's live sessions delve into several interesting case studies. Also, the course helps one understand market segmentation and select target segments. Internal and external factors, such as company capabilities, customer dynamics, collaborative partnerships, competitive forces, and the broader economic climate, impact marketing strategies. Customer-oriented and competitive marketing strategies are critical to business success.

See salaries and explore the career path for Business Development Manager

Customer Relationship Manager

A customer relationship manager focuses on building and maintaining strong relationships with customers to enhance satisfaction and loyalty. This course in Marketing Management may be useful for a customer relationship manager. The course helps one develop an effective custom-centric marketing strategy. Customer-oriented and competitive marketing strategies are critical to business success. Also, customer relationship managers may find that the course helps enable them to take effective decisions and become better managers at their workplace.

See salaries and explore the career path for Customer Relationship Manager

Marketing Management

What's inside

Syllabus

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Reviews summary

Comprehensive marketing management overview

Activities

Career center

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