Marketing Strategy Specialization

Start Date: 02/23/2020

Course Type: Specialization Course

Course Link:

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About Course

Do you hear the word “marketing” on a daily basis, but aren’t sure what marketing really is or why your business needs it? Do you know that marketing is important to your company, product, or service, but aren’t sure where to start? 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.

Course Syllabus

Market Research and Consumer Behavior
Positioning: What you need for a successful Marketing Strategy
Marketing Mix Fundamentals
The Marketing Plan

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Course Introduction

Develop Your Marketing Strategy. Learn the fundamentals of market research, positioning, the marketing mix and campaign planning. Marketing Strategy Specialization Marketing Strategy Specialization Capstone The Capstone project is the culmination of the Specialization, where you’ have been working on your personal brand strategy and marketing strategy. In the Capstone, you will set up a meeting place, and we will invite selected people in your network to join you for a discussion. At the end of the project, you will provide feedback to your peer or attend a closed-call meeting where you’ll discuss the project with those attending. You’ll also submit a client report and a set of proposals that will be evaluated and graded. This course is designed for individuals interested in marketing strategy and marketing advertising strategy, who wants to identify strategic issues, analyze the landscape of the market, and create a roadmap to position their company or organization. For the Specialization, you will work on your own identified business strategy and marketing strategy, and use the marketing mix concept to drive sales and profitability. You’ll also practice the creative planning skills that you learned in the Capstone and other marketing studies. You’ll also learn to evaluate the marketing mix concept, drive sales and profitability, and put marketing strategy into action. Upon successful completion of this specialization, you will be able to: 1. Describe the landscape of the marketing strategy market 2. Design an advertising strategy and advertising mix 3. Conduct a marketing mix-testing exercise 4. Identify market trends and landscape challenges 5. Design

Course Tag

Marketing Plan Market Research Positioning (Marketing) Value Proposition

Related Wiki Topic

Article Example
Marketing strategy An organization's strategy combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the product mix in order to achieve the maximum profit and sustain the business. The marketing strategy is the foundation of a marketing plan.
Marketing strategy Marketing strategy has the fundamental goal of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic, short-term, and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.
Marketing strategy If a company adopts this type of market strategy, they design a separate marketing mix for each customer.
Marketing strategy Marketing strategy should not be confused with a marketing objective or mission. For example, a goal may be to become the market leader, perhaps in a specific niche; a mission may be something along the lines of "to serve customers with honor and dignity"; in contrast, a marketing strategy describes how a firm will achieve the stated goal in a way which is consistent with the mission, perhaps by detailed plans for how it might build a referral network, for example. Strategy varies by type of market. A well-established firm in a mature market will likely have a different strategy than a start-up. Plans usually involve monitoring, to assess progress, and prepare for contingencies if problems arise. You should also write a marketing strategy when starting your own business.
Marketing strategy The 4P’s also known as Price, Product, Place and Promotion is a strategy that originated from the single P meaning Price. This strategy was designed as an easy way to turn marketing planning into practice. This strategy is used to find and meet the consumers needs and can be used for long term or short term purposes. The proportions of the marketing mix can be altered to meet different requirements for each product produced, similar to altering ingredients when baking a cake.
Marketing strategy For most of their time, marketing managers use intuition and experience to analyze and handle the complex, and unique, situations being faced; without easy reference to theory. This will often be 'flying by the seat of the pants', or 'gut-reaction'; where the overall strategy, coupled with the knowledge of the customer which has been absorbed almost by a process of osmosis, will determine the quality of the marketing employed. This, almost instinctive management, is what is sometimes called 'coarse marketing'; to distinguish it from the refined, aesthetically pleasing, form favored by the theorists.
Marketing strategy Strategic planning typically begins with a scan of the business environment, both internal and external, which includes understanding strategic constraints. It is generally necessary to try to grasp many aspects of the external environment, including technological, economic, cultural, political and legal aspects. Goals are chosen. Then, a marketing strategy or marketing plan is an explanation of what specific actions will be taken over time to achieve the objectives. Plans can be extended to cover many years, with sub-plans for each year, although as the speed of change in the merchandising environment quickens, time horizons are becoming shorter. Ideally, strategies are both dynamic and interactive, partially planned and partially unplanned, to enable a firm to react to unforeseen developments while trying to keep focused on a specific pathway; generally, a longer time frame is preferred. There are simulations such as customer lifetime value models which can help marketers conduct "what-if" analyses to forecast what might happen based on possible actions, and gauge how specific actions might affect such variables as the revenue-per-customer and the churn rate. Strategies often specify how to adjust the marketing mix; firms can use tools such as Marketing Mix Modeling to help them decide how to allocate scarce resources for different media, as well as how to allocate funds across a portfolio of brands. In addition, firms can conduct analyses of performance, customer analysis, competitor analysis, and target market analysis. A key aspect of marketing strategy is often to keep marketing consistent with a company's overarching mission statement.
Marketing The area of marketing planning involves forging a plan for a firm's marketing activities. A marketing plan can also pertain to a specific product, as well as to an organisation's overall marketing strategy.
Health marketing The marketing strategy would follow the traditional 4 "P's" of marketing namely:
Engagement marketing Another example of engagement marketing is seen in the marketing strategy of Jaihind Collection Pune for their paraplegic fashion Show.
Marketing activation Depending on the business objective, two types of marketing activation can be used as part of a marketing strategy.
Marketing Generally speaking, an organisation's marketing planning process is derived from its overall business strategy. Thus, when top management are devising the firm's strategic direction/mission, the intended marketing activities are incorporated into this plan.
Sprinkler strategy A successful implementation of the sprinkler strategy requires a high standardization of marketing activities due to the extreme difficulty implied in the simultaneous maximization of marketing activities' customization and of the number of successful market entries. Usually, a certain amount of failed market entries and withdrawals from some markets is accepted if a sprinkler strategy is used. In case a waterfall strategy and a sprinkler strategy are used together, this yields a combined waterfall-sprinkler-strategy.
Integrated marketing communications Elements of tactical Integrated marketing communications is primarily focusing on one's businesses marketing strategy of advertisement. This including mostly promotional work, the public relations the business has with the market and the direct response of the businesses promotional work to its customers. The strategy itself connects to "Tactical marketing communications" by the aspects of "sight and sound" therefore, starting the beginning of specialization with in the market and the targeting of core values of the consumer with in the market, as well as brand equity.
Hunger marketing Hunger marketing is a marketing strategy. This marketing strategy is specially focusing on consumers’ emotion. Hunger marketing is a psychological strategy that focuses on consumers’ desire and it makes them hunger for items and have strong desire to buy products that other people also want to buy. By stimulating humans’ psychology, it makes people do emotional decision making, not rational decision making by making scarcity of products high. This marketing strategy boosts consumers’ interest, and, through word-of-mouth, it helps businesses have more potential customers.
Marketing strategy marketing concerns the choice of policies aiming at improving the competitive position of the firm, taking account of challenges and opportunities proposed by the competitive environment. On the other hand, managerial marketing is focused on the implementation of specific targets."
Marketing strategy Marketing businesses often use strategic models and tools to analyze marketing decisions. There are three main models that can be applied and used within a business to receive better results and reach business goals. These include:
Functional Strategy Functional strategy - organizational plans prepared for various functional areas of a company's organizational structure (e.g., marketing strategy, financial strategy, production strategy etc.). Functional strategies can be part of overall corporate strategy or serve as separate plans of strategy cascading/implementation within a functional area.
Cloud marketing Strategy is the direction of action which will achieve a goal or objective. The strategy for cloud marketing is broken down into 4 key elements.
Jaipuria Institute of Management This institute offers two year full-time PGDM course with a dual specialization in two streams out of marketing, finance, human resource, operations and strategy.