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Lucas Lobo
In this course, you will undergo a deeper dive into marketing, looking at it from a strategy perspective. In our previous course, you were able to understand the nature of marketing, as well as its implications and perspectives. Now, in this course, you will apply those concepts, dive deeper within them, and make more sense of marketing in terms of the general strategy of your company.
Register for this course and see more details by visiting:
OpenCourser.com/course/zzam18/strategic
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What's inside
Syllabus
Week 1: Introduction to Strategic Marketing
In the first week, you'll be looking at marketing from a strategic standpoint, understand why it's important to use it effectively, and how to look at the ethics behind it.
Read more
Syllabus
Week 1: Introduction to Strategic Marketing
In the first week, you'll be looking at marketing from a strategic standpoint, understand why it's important to use it effectively, and how to look at the ethics behind it.
Read more
Traffic lights
Traffic lights
Read about what's good
what should give you pause and
possible dealbreakers
Develops critical thinking and advanced marketing skills in terms of strategy for a company
Applies advanced concepts, such as globalization, culture, and customer centricity
Strong foundation for industry professionals and leaders looking to move into strategic marketing
Taught by seasoned expert Lucas Lobo
Requires some prior basic marketing knowledge
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Reviews summary
Strategic marketing: from concepts to application
According to learners, this course offers a deep dive into strategic marketing, helping them apply concepts directly to company strategy. Students consistently praise the clear and engaging lectures by the instructor, who is seen as highly knowledgeable. The final marketing plan project is frequently highlighted as a rewarding and practical culmination of the learning. The course is noted for its relevant coverage of B2B and B2C markets, globalization, and customer centricity. While some experienced marketers found certain sections a bit introductory, the overall consensus is that it provides a strong strategic framework for professionals.
Instructor's lectures are clear, knowledgeable, and engaging.
"The instructor's lectures were clear and engaging."
"It's clear the instructor knows the material deeply."
"I found the instructor engaging, and the content felt very up-to-date."
Covers timely topics with a clear and logical progression.
"The B2B and B2C modules were incredibly insightful."
"I particularly appreciated the focus on customer centricity and globalization."
"I also appreciated the well-structured syllabus that built knowledge week by week."
The final project provides valuable hands-on application.
"The final marketing plan project really cemented my understanding."
"The final project was challenging but rewarding, forcing me to apply everything."
"The final project was a good culmination of the material."
Emphasizes applying marketing concepts to real-world strategy.
"The way it connected marketing concepts to overall company strategy was brilliant."
"It provided a much-needed strategic framework for my marketing efforts."
"This course really helped me bridge the gap between theoretical knowledge and real-world strategic application."
Some minor suggestions for improvement, like video quality.
"The video quality could be improved in some older segments."
"I wished for more interactive elements or case studies."
"I felt some topics could have been expanded for deeper tactical applications."
Better for professionals seeking an overview; less for deep tactical dives.
"Good for beginners, but experienced marketers might find it a bit basic."
"I was hoping for more hands-on tools and templates to use immediately."
"I found some parts a bit introductory, but it was still a great refresher."
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 Strategic Marketing with these
activities:
Follow a course on digital marketing
Show steps
Enhance your knowledge of digital marketing techniques and strategies
Browse courses on
Digital Marketing
Show steps
-
Identify and select a course
-
Follow the course curriculum
-
Complete assignments
-
Participate in discussions
Read 'Marketing Management' by Philip Kotler
Show steps
Gain a comprehensive understanding of marketing principles and strategies
View
Reimagining Operational Excellence:...
on Amazon
Show steps
-
Purchase the book
-
Read the book
-
Take notes
-
Summarize key concepts
Develop a mock marketing plan
Show steps
Practice writing and developing marketing plans by completing mock projects
Browse courses on
Marketing Plan
Show steps
-
Select a hypothetical product
-
Identify target audience
-
Develop marketing objectives
-
Craft marketing strategies
-
Evaluate results
Four other activities
Expand to see all activities and additional details
Show all seven activities
Attend a marketing conference
Show steps
Engage with industry professionals, learn from experts, and gain hands-on experience
Show steps
-
Research and identify relevant conferences
-
Register and purchase tickets
-
Attend workshops and presentations
-
Network with other attendees
-
Follow up after the conference
Volunteer at a marketing organization
Show steps
Gain practical experience and contribute to the marketing community
Show steps
-
Research and identify organizations
-
Apply for a volunteer position
-
Attend training
-
Contribute to marketing activities
-
Evaluate your experience
Write a blog post about marketing trends
Show steps
Stay up-to-date on the latest trends and share your insights with others
Browse courses on
Marketing Trends
Show steps
-
Research marketing trends
-
Write a blog post
-
Edit and publish
-
Share on social media
Develop a marketing campaign for a local business
Show steps
Apply your knowledge to a real-world project and gain valuable experience
Browse courses on
Marketing Campaign
Show steps
-
Identify a local business
-
Conduct market research
-
Develop a marketing plan
-
Execute the campaign
-
Evaluate results
Follow a course on digital marketing
Show steps
Enhance your knowledge of digital marketing techniques and strategies
Browse courses on
Digital Marketing
Show steps
Show steps
Show steps
- Identify and select a course
- Follow the course curriculum
- Complete assignments
- Participate in discussions
Read 'Marketing Management' by Philip Kotler
Show steps
Gain a comprehensive understanding of marketing principles and strategies
View
Reimagining Operational Excellence:...
on Amazon
Show steps
Show steps
Show steps
- Purchase the book
- Read the book
- Take notes
- Summarize key concepts
Develop a mock marketing plan
Show steps
Practice writing and developing marketing plans by completing mock projects
Browse courses on
Marketing Plan
Show steps
Show steps
Show steps
- Select a hypothetical product
- Identify target audience
- Develop marketing objectives
- Craft marketing strategies
- Evaluate results
Four other activities
Expand to see all activities and additional details
Show all seven activities
Attend a marketing conference
Show steps
Engage with industry professionals, learn from experts, and gain hands-on experience
Show steps
Show steps
Show steps
- Research and identify relevant conferences
- Register and purchase tickets
- Attend workshops and presentations
- Network with other attendees
- Follow up after the conference
Volunteer at a marketing organization
Show steps
Gain practical experience and contribute to the marketing community
Show steps
Show steps
Show steps
- Research and identify organizations
- Apply for a volunteer position
- Attend training
- Contribute to marketing activities
- Evaluate your experience
Write a blog post about marketing trends
Show steps
Stay up-to-date on the latest trends and share your insights with others
Browse courses on
Marketing Trends
Show steps
Show steps
Show steps
- Research marketing trends
- Write a blog post
- Edit and publish
- Share on social media
Develop a marketing campaign for a local business
Show steps
Apply your knowledge to a real-world project and gain valuable experience
Browse courses on
Marketing Campaign
Show steps
Show steps
Show steps
- Identify a local business
- Conduct market research
- Develop a marketing plan
- Execute the campaign
- Evaluate results
Career center
Learners who complete Strategic Marketing will develop knowledge and skills
that may be useful to these careers:
Marketing Manager
Marketing Manager
A Marketing Manager is responsible for planning, implementing, and evaluating marketing campaigns. This course can help you succeed in this role by providing you with a comprehensive understanding of marketing, including the importance of a strong value proposition, the difference between B2C and B2B markets, and the impact of globalization and culture on marketing. This course may also help you develop the skills you need to lead a marketing team, develop marketing budgets, and track the results of your marketing campaigns.
Marketing Consultant
Marketing Consultant
A Marketing Consultant helps organizations identify and meet marketing needs, such as developing new strategies, improving customer service, and increasing sales. This course can help you succeed in this role by providing you with a deep understanding of marketing principles, including the importance of a strong value proposition, the difference between B2C and B2B markets, and the impact of globalization and culture on marketing. This course may also help you develop the skills you need to conduct market research, develop marketing campaigns, and measure the effectiveness of your marketing efforts.
Brand Manager
Brand Manager
A Brand Manager is responsible for the development and execution of marketing campaigns for a particular brand. This course can help you succeed in this role by providing you with a deep understanding of marketing principles, including the importance of a strong value proposition, the difference between B2C and B2B markets, and the impact of globalization and culture on marketing. This course may also help you develop the skills you need to conduct market research, develop marketing campaigns, and measure the effectiveness of your marketing efforts.
Product Manager
Product Manager
A Product Manager is responsible for the development and launch of new products. This course can help you succeed in this role by providing you with a deep understanding of marketing principles, including the importance of a strong value proposition, the difference between B2C and B2B markets, and the impact of globalization and culture on marketing. This course may also help you develop the skills you need to conduct market research, develop product launch strategies, and track the results of your product launches.
Marketing Analyst
Marketing Analyst
A Marketing Analyst is responsible for collecting, analyzing, and interpreting marketing data. This course can help you succeed in this role by providing you with a deep understanding of marketing principles, including the importance of a strong value proposition, the difference between B2C and B2B markets, and the impact of globalization and culture on marketing. This course may also help you develop the skills you need to conduct market research, analyze data, and make recommendations based on your findings.
Sales Manager
Sales Manager
A Sales Manager is responsible for leading and managing a sales team. This course can help you succeed in this role by providing you with a deep understanding of marketing principles, including the importance of a strong value proposition, the difference between B2C and B2B markets, and the impact of globalization and culture on marketing. This course may also help you develop the skills you need to motivate and lead a sales team, develop sales strategies, and track the results of your sales efforts.
Marketing Researcher
Marketing Researcher
A Marketing Researcher is responsible for conducting market research to identify and understand customer needs. This course can help you succeed in this role by providing you with a deep understanding of marketing principles, including the importance of a strong value proposition, the difference between B2C and B2B markets, and the impact of globalization and culture on marketing. This course may also help you develop the skills you need to design and conduct market research studies, analyze data, and make recommendations based on your findings.
Social Media Manager
Social Media Manager
A Social Media Manager is responsible for managing an organization's social media presence. This course can help you succeed in this role by providing you with a deep understanding of marketing principles, including the importance of a strong value proposition, the difference between B2C and B2B markets, and the impact of globalization and culture on marketing. This course may also help you develop the skills you need to create and manage social media content, engage with customers, and track the results of your social media efforts.
Public relations manager
Public relations manager
A Public Relations Manager is responsible for managing the public image of an organization. This course can help you succeed in this role by providing you with a deep understanding of marketing principles, including the importance of a strong value proposition, the difference between B2C and B2B markets, and the impact of globalization and culture on marketing. This course may also help you develop the skills you need to build relationships with the media, develop public relations campaigns, and manage crisis communications.
Advertising Manager
Advertising Manager
An Advertising Manager is responsible for planning and executing advertising campaigns. This course can help you succeed in this role by providing you with a deep understanding of marketing principles, including the importance of a strong value proposition, the difference between B2C and B2B markets, and the impact of globalization and culture on marketing. This course may also help you develop the skills you need to develop advertising campaigns, negotiate with media outlets, and track the results of your advertising efforts.
Digital Marketing Manager
Digital Marketing Manager
A Digital Marketing Manager is responsible for planning and executing digital marketing campaigns. This course can help you succeed in this role by providing you with a deep understanding of marketing principles, including the importance of a strong value proposition, the difference between B2C and B2B markets, and the impact of globalization and culture on marketing. This course may also help you develop the skills you need to develop digital marketing campaigns, manage digital marketing budgets, and track the results of your digital marketing efforts.
Content Marketing Manager
Content Marketing Manager
A Content Marketing Manager is responsible for planning and executing content marketing campaigns. This course can help you succeed in this role by providing you with a deep understanding of marketing principles, including the importance of a strong value proposition, the difference between B2C and B2B markets, and the impact of globalization and culture on marketing. This course may also help you develop the skills you need to develop content marketing campaigns, manage content marketing budgets, and track the results of your content marketing efforts.
Email Marketing Manager
Email Marketing Manager
An Email Marketing Manager is responsible for planning and executing email marketing campaigns. This course can help you succeed in this role by providing you with a deep understanding of marketing principles, including the importance of a strong value proposition, the difference between B2C and B2B markets, and the impact of globalization and culture on marketing. This course may also help you develop the skills you need to develop email marketing campaigns, manage email marketing budgets, and track the results of your email marketing efforts.
Marketing Professor
Marketing Professor
A Marketing Professor is responsible for teaching and researching marketing. This course can help you succeed in this role by providing you with a deep understanding of marketing principles, including the importance of a strong value proposition, the difference between B2C and B2B markets, and the impact of globalization and culture on marketing. This course may also help you develop the skills you need to develop and deliver marketing lectures, conduct marketing research, and publish marketing research findings.
Market Research Analyst
Market Research Analyst
A Market Research Analyst is responsible for conducting market research to identify and understand customer needs. This course can help you succeed in this role by providing you with a deep understanding of marketing principles, including the importance of a strong value proposition, the difference between B2C and B2B markets, and the impact of globalization and culture on marketing. This course may also help you develop the skills you need to design and conduct market research studies, analyze data, and make recommendations based on your findings.
For more career information including salaries, visit:
OpenCourser.com/course/zzam18/strategic
Reading list
We've selected eight 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
Strategic Marketing.
Provides a practical guide to strategic marketing planning and execution. It covers topics such as market analysis, competitive analysis, and developing and implementing marketing strategies.
Explores the challenges and opportunities of marketing in a globalized business environment. It covers topics such as cross-cultural marketing, international market entry strategies, and global brand management.
Provides a comprehensive overview of digital marketing strategies and tactics. It covers topics such as search engine optimization (SEO), social media marketing, and email marketing.
Focuses on the unique challenges and opportunities of marketing services. It covers topics such as service quality, customer experience management, and service innovation.
Provides a comprehensive overview of pricing strategies and tactics. It covers topics such as cost analysis, pricing objectives, competitive pricing, and pricing psychology.
Examines the strategic use of social media platforms for marketing purposes. It covers topics such as social media marketing strategy, content marketing, social media analytics, and social media advertising.
Save
Explores the relationship between innovation and marketing. It covers topics such as the role of innovation in marketing strategy, the marketing of innovative products and services, and the measurement of innovation success.
Explores the concept of experiential marketing, which involves creating memorable and engaging experiences for customers. It provides practical guidance on how to develop and implement experiential marketing campaigns.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/zzam18/strategic
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Effort
27 hours to complete
Level
Intermediate
Via
Coursera
Institution
Fundação Instituto de Administração
Instructor
Lucas Lobo
Language
English
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