Business Management

Marketing and Communications

An introduction to the most important skills and most applicable tools of marketing management and communications. About…

An introduction to the most important skills and most applicable tools of marketing management and communications.

About this course

In this course, you will learn to create, deliver and communicate the value of a product to your customers and to build a strong customer relationship management.

The set of engagements necessary for successful marketing management include capturing marketing insights, connecting with customers, building strong brands, shaping the market offerings, delivering and communicating value, creating long-term growth, and developing marketing strategies and plans. Important tools, like the BCG Matrix and the Ansoff Matrix, will help you to become a better manager.

You will also receive a short case study of Mercedes-Benz that summarizes the key takeaways of this course.

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What Will You Learn?

  • Understanding market insights
  • Successful customer relationship management
  • Evaluation of marketing campaigns

Course Curriculum

1. Introduction
Welcome to Marketing & Communications! This course is designed for those who want to learn the basics of marketing and how to apply it to their businesses or careers. The course will teach you to communicate with your customers and learn about their needs and wants. When it comes to marketing, there are a lot of different aspects to consider. For example, what is your target market? Who are you trying to reach with your marketing efforts? What are your marketing goals? What are your marketing objectives? What strategies will you use to reach your target market? All of these questions need to be answered in order to create a successful marketing campaign. In this course, we will take a closer look at each of these topics. What is marketing? A company’s marketing department is responsible for creating and delivering messages that promote the organization and its products. Marketing and communications is the umbrella term that refers to all of the various messages and media used to communicate with customers and prospects. The goal of marketing is to persuade the target audience to take some desired action, such as purchasing a product, signing up for a service, or visiting a website. Marketing must be carefully planned and executed in order to be effective. The process typically begins with market research, which is used to identify the target audience and understand what motivates them. This information is then used to develop a marketing strategy and create messages that will resonate with the target audience. This course will enable you to do market research and execute successful marketing strategies. You will learn about the marketing mix, segmentation, targeting, market positioning, pricing strategies, product strategies, differentiation strategies, digital marketing, and much more. Marketing helps businesses to communicate with their customers and learn about their needs and wants. Marketing also helps businesses to promote their products or services and reach new customers.

2. Understanding Customers
In this chapter, we will focus on one of the most important essentials of marketing: the basic need, demand, want and value of customers. We will then discuss how customers make decisions and how we can measure the perceived value of products or services from the customer’s perspective.

2. Understanding Customers
In this chapter, we will focus on one of the most important essentials of marketing: the basic need, demand, want and value of customers. We will then discuss how customers make decisions and how we can measure the perceived value of products or services from the customer’s perspective.

3. Marketing Mix (4 Ps)
The marketing mix – often referred to as the four Ps of marketing – is a term used to describe the four key elements of any successful marketing strategy: Product, Price, Place, and Promotion. Each element is important in its own right, but they must work together in order to be effective.

4. Market Positioning
Market positioning is the process of creating a unique selling proposition for a brand or product. This involves differentiating the offering from competitors in the market and communicating this to the target audience. A perceptual map is a valuable tool to help you do so.

5. Differentiation Strategies
Identifying the right strategy to market your business can be challenging. How do you get your message to the right audience effectively, and how do you beat your competitors? In this chapter, we will discuss how to choose the best differentiation strategy and how to find opportunities for growth.

6. Pricing Strategies
Pricing strategies are the different ways that a company can choose to price its products or services in order to attract customers. Some of the most common pricing strategies include skimming pricing, perceived value pricing, economy pricing, and penetration pricing.

7. Product Strategies
Product strategy is the process of defining a product vision and roadmap to bring a new product to market that meets the needs of customers and the business. Product lifecycles and portfolio management are major parts of a company’s product strategy.

8. Modern Marketing Mix (7Ps, 4Cs, SIVA)
While the marketing mix was predominantly associated with the traditional 4P’s of marketing, new models such as the 7Ps model, the 4Cs theory, as well as the SIVA model try to build upon the 4P’s model while increasing its explanatory power.

9. Digital Marketing
Digital marketing is the process of using online channels to promote or market products and services. It is an essential part of any modern marketing strategy and can include the use of social media, search engine optimization, email marketing, and more.

10. Case Study: Mercedes-Benz

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