This course focuses on the major decisions faced by marketing managers in their efforts to harmonize the organization’s objectives, capabilities, and resources with marketplace needs and opportunities.
A framework for analyzing recurrent problems in marketing management is presented. Students will also learn contemporary issues in marketing such as market-oriented strategic planning, market environment scanning, market positioning strategies and differentiation, branding formulation and implementation, and supply chain management.
Part 1: Understanding Marketing Management
Module 1. Defining Marketing for the 21st Century
Module 2. Developing Marketing Strategies and Plans
Part 2: Capturing Marketing Insights
Module 3. Gathering Information and Scanning the Environment
Module 4. Conducting Marketing Research and Forecasting on Demand
Part 3: Connecting with Customers
Module 5. Creating Long-term Loyalty Relationships
Module 6. Analyzing Consumer Markets
Module 7. Analyzing Business Markets
Module 8. Identifying Market Segments and Targets
Part 4: Building Strong Brands
Module 9. Creating Brand Equity
Module 10. Crafting the Brand Position
Module 11. Competitive Dynamics
Part 5: Shaping the Market
Module 12. Setting Product Strategy
Module 13. Designing and Managing Services
Module 14. Developing Pricing Strategies and Programs
Part 6: Delivering Value
Module 15. Designing and Managing Integrated Marketing
Module 16. Managing Retailing, Wholesaling, and Logistics
Part 7: Communicating Value
Module 17. Designing and Managing Integrated Marketing Communications
Module 18. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Module 19. Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
Part 8: Creating Successful Long-Term Growth
Module 20. Introducing New Marketing Offerings
Module 21. Tapping into Global Markets
Module 22. Managing a Holistic Marketing Organization
1. Define, explain, and describe the common terminology, theories, and concepts associated with
2. Critically analyze marketing management issues and develop practical solutions to problems.
3. Identify and explain the various forces in the macro-environment and how these affect marketing
4. Describe the marketing research process.
5. Compare and contrast the various brand positioning strategies.
6. Design an integrated marketing channel for a hypothetical company.
7. Identify and explain the elements of an integrated marketing communications program
Certificate of Completion is available upon finishing studying the course.
To qualify for your Diploma, Certificate or PDF you must study and complete all modules and score 70% or more in each of the course assessments.
The format of this course is 100% online. Prior to the start date of the course, an email will be sent to all registered students containing instructions on how to access the online Learning Management System.