Courses from $19.99
|
Created by Sentinel | 9
Category Marketing/Sales > General Marketing
Throughout these modules, students will learn key marketing concepts including the principles of marketing, the marketing planning process and marketing environmental analysis. In these modules, you will learn how to analyze the marketing environment by using tools such as PESTLE, Five-Forces, SWOT Analysis, Porter’s Value Chain and Marketing Plan Templates.
Students will examine current marketing practices in a diverse range of marketing contexts, and you will be introduced to the marketing functions required to establish competitive positioning and manage marketing decisions in the firm. These modules will provide students with the skills to effectively evaluate, manage and design the marketing function and contribute to a firm’s future marketing direction through applying modern marketing thought.
Critically analyse and evaluate internal and external marketing environments, and stakeholder and customer relationships in a diverse range of marketing scenarios.
Undertake research to understand marketing theories, concepts, and techniques for designing marketing and risk management plans in a variety of marketing situations.
Design competitive positioning, branding and marketing strategies for real-world events.
Develop a high-level mastery in marketing skills and professional conduct required for market planning in diverse marketing contexts.
Critically evaluate and synthesize information from a wide range of sources to demonstrate research skills, show initiative in consulting the academic literature and demonstrate the capacity to document the research outcomes in marketing with sound analysis and recommendations.
English
Description: This course teaches key marketing concepts and principles of marketing to critically analyse and plan for: External Environment – Analysis; Macro-environmental Analysis: PESTLE; Demographic Change and Consumer Behaviour; The Demographic Transition and Ageing; The Technology Evolution and Consumer Behaviour; and Stakeholder Analysis
Background: Preparing a marketing environmental analysis is an essential step in understanding the external local, national or international forces that might affect your small business. These factors are largely outside your direct control; however, you can adapt your business and marketing strategy to take advantage of the opportunities they present (while at the same time minimizing the potential threats).
When conducting an external situational analysis, the firm undertakes the following:
Description: This course delivers key marketing concepts and principles of marketing needed to critically analyse and plan for Industry and Market using: Industry Analysis; Market Analysis; Enterprise Value Chain Analysis; Competitor Analysis; SWOT – Gap Analysis; TOWS analysis and Building Conversion Strategies; and Risk
Background: When assessing the internal factors and the system the firm functions in there are several layers of analysis. These include
1. Industry analysis
2. Market analysis
3. Internal environmental and firm analysis
4. Value chain analysis
5. Competitor analysis
6. SWOT: Gap Analysis
The Five-Forces Model identifies competitive forces at work that shape every industry, and that help to determine an industry's weaknesses and strengths.
These forces are:
1. competition in the industry
2. potential for new entrants into an industry
3. suppliers’ power
4. customers’ power
5. threat of substitute products.
The Five-Forces Model is a tool used to determine interaction between industry/market forces. That is why it is important within the Background section to clearly understand the industry and market, and to list some of the main competitors before engaging in this type of analysis.
Description: This course develops high-level mastery in marketing skills and professional conduct required for market planning in diverse marketing contexts using: Segmentation, Value Proposition and Target Market; Product Life Cycle and Product Strategy; Segmentation and Targeting; Positioning Market Offering; Pricing Products for the Market; Channels and Distribution; Promotion and Brand Advertising; Direct Marketing; Business Development and Customer Relationship Marketing (CRM)
Background: The following section focuses on formulating the marketing plan.
The section includes:
• Segmentation, Value Proposition and Target Market
• Product Life Cycle and building a product strategy
• Segmentation and targeting– Geography, Consumer Behaviour and Cultures
• Positioning your market offering
• Pricing your product for the market
• Channels and Distribution
• Promotion and Brand Advertising
• Business development and Customer relationship marketing (CRM)
Each of these functions are essential to formulating an effective marketing plan. The marketing mix has many acronyms but the 4 P’s and extended marketing mix 7 P’s seem to be the most common. In recent times, marketing has evolved these functions have evolved to include digital marketing and channels and customer relationship management.
Description: This course develop a high-level mastery in team marketing skills and professional conduct using: Marketing and Information Technology; Marketing Information Systems; Marketing and Information Technology; Marketing Automation Systems; within the Marketing Profession and in a Marketing Team
Background: The following section will discuss support tools and practices that assist the firm in executing the plan. Key support practices include:
• Action planning, roles and responsibilities
• Metrics, Control and contingency
• Marketing and information technology
• the marketing profession and building the marketing team
After the firm and the marketing department has planned and designed the strategies to achieve the company’s objectives the marketing team must develop a plan to execute the strategy.
The action plan includes timeline, budget and assigned responsibility. It also includes the measurements of success and the contingencies that are required if the plan fails to execute. The action plan addresses:
• each set objective
• the specific strategy and its tactics
• who is responsible to complete each task and tactic
• the timeline for the task and tactic to be achieved and finally
• the metric of performance measurement.
Or
Get this course, plus 1,230+ of our top-rated courses, with Coggno Prime
Resold modules appear on your website. You earn syndication share from each purchase. Contact Coggno to learn more on how to embed your own Portable Webshop in your website.
ResellSale Share: $14.40
2762+ Users
by Dino Eliadis
Start Now Subscribe to Prime
Description: This course develops the marketing concepts and principles of marketing needed to critically analyse: Marketing Orientation and Context; Creating Value and Competitive Advantage; Brand Marketing and competitive Advantage; Market Research and Analysis
Backgrond: Marketing is everywhere. Theodore Levitt once stated, the purpose of all firms is to "find and retain customers.". The firm does this by creating value for the customer through a market offering that is focussed on solving consumer problems and doing this better than the competitors and their competitive offering. This is known as value co-creation and the creation of competitive advantage. Considering the millions of products and services offered globally, Marketing IS everywhere and everything and firms are continually competing to achieve their competitive advantage.