Marketing Strategy by Coursera
Course Highlights
- This introductory MBA marketing strategy course emphasizes core marketing concepts involved in creating, communicating, and delivering value.
Skills you will learn!
Curriculum
24 Topics
Course Overview
Instructor Introduction
Module 1 Introduction
Definition of Marketing Pt. 1
Definition of Marketing Pt. 2
Marketing Strategies and Plans Pt. 1
Marketing Strategies and Plans Pt. 2
Market Research and Analysis Pt. 1
Market Research and Analysis Pt. 2
Syllabus
Module 1 Introduction Reading
Business Model and Value Proposition Videos
Definition and Scope of Marketing Reading
Marketing Strategies & Plans Reading
Market Research & Analysis Reading
Module 1 Summary
Module 1 Summative Assessment
Activity 1 : Marketing Innovation and the Business Model
Definition and Scope of Marketing Quiz
Activity 2 - Find a Marketing Plan and Checklist
Marketing Strategies and Plans Quiz
Market Research and Analysis Quiz
Introduction and Your Personal Customer Experience
The Storytelling Aspect of Marketing
14 Topics
Module 2 Introduction
Building Loyal Relationships Pt. 1
Building Loyal Relationships Pt. 2
Building Loyal Relationships Pt. 3
Buying Dynamics Pt. 1
Buying Dynamics Pt. 2
Building Loyalty Reading
Buying Dynamics Reading
Module 2 Summary
Module 2 Summative Assessment
Building Loyalty Quiz
ACTIVITY 4: Customer Buying Process
Buying Dynamics Quiz
Consumer Decisions
24 Topics
Module 3 Introduction
Segmentation and Targeting Pt. 1
Segmentation and Targeting Pt. 2
Segmentation and Targeting Pt. 3
Positioning Pt. 1
Positioning Pt. 2
Positioning Pt. 3
Branding for Growth Pt. 1
Branding for Growth Pt. 2
Ungraded Case Assignment Video: Cracker Jill
Segmentation & Positioning Reading
Video Resources
Positioning Reading
Video Resources
Branding for Growth Reading
Video Resources
Ungraded Case Assignment: Cracker Jill
Module 3 Summary
Insights from an Industry Leader: Learn More About Our Program
Module 3 Summative Assessment
Segmentation & Positioning Quiz
Positioning Quiz
Branding for Growth Quiz
Coca-Cola and Human-Centric Marketing
16 Topics
Module 4 Introduction
Product Mix and New Offerings Pt. 1
Product Mix and New Offerings Pt. 2
Analyzing and Marketing Services Pt. 1
Analyzing and Marketing Services Pt. 2
Strategic Pricing Pt. 1
Strategic Pricing Pt. 2
Product Mix and New Offerings Reading
Analyzing and Services Marketing Reading
Strategic Pricing Reading
Module 4 Summary
Module 4 Summative Assessment
Product Mix and New Offerings Quiz
ACTIVITY 6: Services vs Product Marketing
Analyzing and Services Marketing Quiz
Strategic Pricing Quiz
12 Topics
Module 5 Introduction
Integrated Marketing Channels Pt. 1
Integrated Marketing Channels Pt. 2
Integrated Marketing Channels Pt. 3
Retailing Wholesaling and Logistics Pt. 1
Retailing Wholesaling and Logistics Pt. 2
Integrated Marketing Channels – Omnichannel Reading
Retailing Wholesaling and Logistics Reading
Module 5 Summary
Module 5 Summative Assessment
Integrated Marketing Channels – Omnichannel Quiz
Retailing Wholesaling and Logistics Quiz
18 Topics
Module 6 Introduction
Integrated Marketing Communications Pt. 1
Integrated Marketing Communications Pt. 2
Advertising Sales Promotion and PR Pt. 1
Advertising Sales Promotion and PR Pt. 2
Digital Marketing Pt. 1
Digital Marketing Pt. 2
Integrated Marketing Communications Reading
Advertising Sales Promotion and PR Reading
Digital Marketing Reading
Module 6 Summary
Module 6 Summative Assessment
Integrated Marketing Communications Quiz
Advertising Sales Promotion and PR Quiz
ACTIVITY 7: SEO Search Result (SERP)
ACTIVITY 8: Social Media Comparison
Digital Marketing Quiz
Digital Marketing Channels
17 Topics
Module 7 Introduction
Introduction to Global Marketing Pt. 1
Introduction to Global Marketing Pt. 2
Global Market Entry Pt. 1
Global Market Entry Pt. 2
Responsible Global Marketing Pt. 1
Responsible Global Marketing Pt. 2
Introduction to Global Marketing: What is it? Reading
Global Market Entry Reading
Responsible Global Marketing Reading
Angela Wang: Future of Shopping Video
Module 7 Summary
Module 7 Summative Assessment
Introduction to Global Marketing: What is it? Quiz
Global Market Entry Quiz
Responsible Global Marketing Quiz
Global Marketing
18 Topics
Module 8 Introduction
Introduction to Market Orientation
Function of Marketing in the Organization & Challenges
The Marketing Rockstar
Bonus Video: Strategic Marketing Tips
Market Orientation & Value Reading
Function of Marketing in the Organization & Challenges Reading
Marketing Leadership Perspectives Video
The Marketing Rockstar Reading
Dr. Rob’s Marketing Rockstar Tip Sheet
Bonus Video PDF: Strategic Marketing Tips
Module 8 Summary
Module 8 Summative Assessment
Market Orientation & Value Quiz
Function of Marketing in the Organization & Challenges Quiz
The Marketing Rockstar Quiz
What Does A CMO Do?
Reflection on Marketing and Leadership
2 Topics
Summative Course Assessment
Course Feedback
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