IIRF Online > Marketing > Digital Marketing > Marketing Strategy > Fundamentals of Marketing Strategy
Fundamentals of Marketing Strategy by Coursera
Skills you will learn!
Curriculum
11 Topics
Week introduction – The marketing environment
Start a study journal
Activity – Defining the market environment audit
Model answer – Defining the market environment audit
Activity – Reflection: the marketing environment
Video – The nature and scope of the marketing environment
Week 1 summary
The marketing environment audit
Marketing environment terminology
The benefits to businesses of marketing environment audits
Reflecting on the biggest challenges facing organisations
12 Topics
Week 2 introduction
SWOT analysis
Model answer – SWOT analysis
Porter’s five forces model
Model answer – Porter’s five forces model
Activity – Analysing the macro-environment
Model answer – Analysing the macro-environment
Activity – Reflection: the interactions between the micro- and macro-environments
Week 2 summary
Conducting audits of the macro- and micro-marketing environments for an organisation
Activity – Critical reflection
The role of businesses in society and their impact on the macro-marketing environment
11 Topics
Market segmentation
Week 3 introduction
Activity – Nike case study
Activity – Lucozade’s targeting strategies
Model answer – Lucozade’s targeting strategies
Market targeting – why it pays to differentiate
Activity – Positioning in marketing
Model answer – Positioning in marketing
Week 3 summary
Implementation of an effective marketing strategy
Activity – Applying targeting strategies
Fundamentals of Marketing Strategy
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