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Marketing Strategy Specialization

Marketing is one of the most misunderstood disciplines in management today. It is commonly used as a synonym for activities related to shopping, but it goes far beyond selling a product. In addition, many people believe they are experts in marketing, having shopped for various items all their lives and having been exposed to many advertisements.

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  • 45000


Requirements

  • In this introductory marketing course, you will learn the theories of marketing through practice (examples and illustrations). This course will explain what marketing management is all about in the simplest of terms and lay the foundation to your pathway to excellence in the wonderful world of marketing.

Description

Marketing Strategy Specialization

Marketing is one of the most misunderstood disciplines in management today. It is commonly used as a synonym for activities related to shopping, but it goes far beyond selling a product. In addition, many people believe they are experts in marketing, having shopped for various items all their lives and having been exposed to many advertisements.

In this introductory marketing course, you will learn the theories of marketing through practice (examples and illustrations). This course will explain what marketing management is all about in the simplest of terms and lay the foundation to your pathway to excellence in the wonderful world of marketing.

About this Specialization

Cover the concepts and tools you need to successfully develop a marketing strategy for a business, product or service. Begin by understanding consumers and the main market research techniques, then learn how to correctly segment, target and position your product to achieve success. Continue by analyzing the four critical areas in marketing, the famous four Ps of Product, Price, Promotion and Place. Finally, get the backing your ideas deserve and communicate the actions through a Marketing Plan.

In the final capstone project you will develop a Marketing Plan for a product or service.

How you benefit

  • Build a marketing plan. Learn how to build a marketing plan based on customer insight and competitor analysis, including segmentation, targeting and positioning.
  • Develop a brand strategy. Develop a brand strategy and positioning, leading to the creation and management of communication, pricing and distribution strategies with a focus on new social media.
  • Evaluate new markets. Explore the implications of serving multiple markets and of the emergence of new markets as opportunities for sales growth and as threats – resulting from new brands entering your home markets.

Participant profile

The Strategic Marketing Programme is designed for executives with, or about to take up, marketing responsibilities and for those executives outside the marketing discipline whose role interacts with this function. Participants usually come from the following career levels:

  • Senior functional manager
  • Functional manager
  • Specialist new to marketing.

 

What you will get

 

Shareable Specialization and Course Certificates

Self-Paced Learning Option

Course Videos & Readings

Practice Quizzes

Graded Assignments with Peer Feedback

Graded Quizzes with Feedback

Graded Programming Assignments

 

Take Courses

A Specialization is a series of courses that helps you master a skill. To begin, enroll in the Specialization directly, or review its courses and choose the one you'd like to start with. When you subscribe to a course that is part of a Specialization, you’re automatically subscribed to the full Specialization. It’s okay to complete just one course — you can pause your learning or end your subscription at any time. Visit your learner dashboard to track your course enrolments and your progress.

Hands-on Project

Every Specialization includes a hands-on project. You'll need to successfully finish the project(s) to complete the Specialization and earn your certificate. If the Specialization includes a separate course for the hands-on project, you'll need to finish each of the other courses before you can start it.

Earn a Certificate

When you finish every course and complete the hands-on project, you'll earn a Certificate that you can share with prospective employers and your professional network.

Content Overview

 Strategic Marketing Programme is a highly practical programme organised around the marketing process with a core focus on designing and executing a marketing plan. Using contemporary case studies and the INSEAD-developed DiG (Discovery, Innovation and Growth) simulation, you will gain hands-on experience of marketing in an international context – with learning to take back to your organisation for immediate and lasting impact.

Regardless of your business background or experience in marketing, this programme will equip you with a thorough understanding of marketing strategy and how to make the best use of all the elements of the marketing mix to deliver successful marketing plans in an international context. Topics covered include the following.

Marketing strategy

  • Choosing where and how to compete
  • Foundations of marketing and application to your industry
  • Strategic importance of branding, targeting and positioning 
  • Behavioural economics, consumer psychology and the key principles of consumer and managerial decision-making

The marketing mix

  • Translating strategy into action
  • Role of new media, including risks and opportunities 
  • Methodology to analyse your brand identity and evaluate its consistency
  • Role of market research in developing strategies
  • Importance of managing the product line and sales funnel to adjust to local needs
  • Allocation of resources to different elements of the marketing mix

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About the Instructor

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About the Instructor