The 'What' of Marketing Strategy
Master marketing strategy essentials: marketplace analysis, value creation, and capturing value for brand equity & profit.
Master marketing strategy essentials: marketplace analysis, value creation, and capturing value for brand equity & profit.
Explore the fundamentals of marketing strategy in this comprehensive course. Learn to analyze marketplaces, create value through strategic marketing, and capture that value to build brand equity and generate profit. Discover how to engage customers across digital and physical platforms, and manage marketing initiatives using key performance indicators for measurable success. This course provides a deep dive into the marketing process, covering differentiation, positioning, and value proposition development. Perfect for beginners, it equips you with practical skills to develop and implement effective marketing strategies with tangible results.
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What you'll learn
Understand the comprehensive marketing process from market analysis to value capture
Develop skills in creating effective marketing strategies
Learn to implement and measure marketing initiatives using KPIs
Master the concepts of differentiation, positioning, and value proposition
Gain insights into customer engagement across digital and physical platforms
Understand how to create and use positioning statements and maps
Skills you'll gain
This course includes:
19 Minutes PreRecorded video
1 assignment
Access on Mobile, Tablet, Desktop
FullTime access
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There is 1 module in this course
This course provides a comprehensive overview of the marketing strategy process, focusing on understanding the marketplace and consumers, creating value through strategic marketing, and capturing value to build brand equity and profit. Students will learn about differentiation, positioning, and developing a strong value proposition. The course covers the critical role of customer engagement across digital and physical platforms and emphasizes the importance of managing marketing initiatives through key performance indicators (KPIs) and metrics. Practical applications include creating positioning statements and using positioning maps. The content is designed to equip learners with the skills to develop and implement effective marketing strategies with measurable outcomes.
The "What" of the Marketing Strategy
Module 1 · 3 Hours to complete
Fee Structure
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Instructor
Marketing Expert and Professor at IE Business School
Dushinka Karani is a seasoned marketing strategist and professor at IE Business School, where she has been developing marketing strategies and implementing initiatives for over 20 years. She teaches various online courses, including "Marketing Management Essentials," on platforms like Coursera, focusing on the fundamentals of marketing management and strategic planning. Dushinka holds a prominent position in the marketing department at IE, where she is known for her passion for teaching and her innovative approach to marketing education. Her expertise encompasses a wide range of areas, including branding, digital marketing, and company strategy. Throughout her career, she has authored several publications and contributed to various projects that enhance the understanding of marketing dynamics in today's business landscape. Dushinka's extensive experience in both academia and industry positions her as a key figure in shaping future marketing leaders.
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Frequently asked questions
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