Marketing Strategy: Deliver Value to Target Markets
Master essential marketing principles and strategies through hands-on learning of consumer behavior, digital marketing, and data-driven decisions.
Master essential marketing principles and strategies through hands-on learning of consumer behavior, digital marketing, and data-driven decisions.
This MBA-level course from Illinois Tech offers a comprehensive exploration of marketing strategy, focusing on creating, communicating, and delivering value. It covers key marketing concepts including the 4Cs (customer values, company capacity, competitors, constraints) and 4Ps (product, price, place, promotion). The curriculum spans various marketing contexts, from small businesses to corporations and nonprofits. Topics include strategic brand management, customer relationship building, product and service development, pricing strategies, marketing communications, digital marketing, and global marketing. The course emphasizes holistic marketing approaches and explores emerging trends in the field, providing students with a robust foundation in modern marketing principles and practices.
4.9
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What you'll learn
Understand core marketing concepts including the 4Cs and 4Ps
Develop strategies for building long-term customer relationships and brand loyalty
Master techniques for market segmentation, targeting, and positioning
Learn to create and manage strong brand equity
Understand product development, pricing strategies, and value delivery processes
Develop integrated marketing communication strategies, including digital and social media marketing
Skills you'll gain
This course includes:
7.3 Hours PreRecorded video
37 assignments
Access on Mobile, Tablet, Desktop
FullTime access
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There are 9 modules in this course
This comprehensive course provides a strategic overview of marketing, covering the entire spectrum from foundational concepts to advanced strategies. It begins with an introduction to core marketing principles, including market analysis, segmentation, and positioning. The curriculum then delves into building and managing customer relationships, exploring consumer and business buying behaviors. A significant portion of the course is dedicated to strategic brand management, emphasizing the importance of creating and maintaining strong brand equity. Students will learn about product and service development, pricing strategies, and the intricacies of marketing communications in the digital age. The course also covers global marketing strategies and the organizational aspects of marketing, including the role of market orientation in driving business success. Throughout, the course emphasizes the practical application of marketing concepts, incorporating real-world examples and case studies to illustrate key points.
Strategic Overview of Marketing
Module 1 · 8 Hours to complete
Connecting with Customers
Module 2 · 5 Hours to complete
The Power of Strategic Brand Management
Module 3 · 8 Hours to complete
Value Creation
Module 4 · 5 Hours to complete
Customer Value Delivery
Module 5 · 4 Hours to complete
Communicating Value and the Role of Increasing Role of Digital Marketing
Module 6 · 6 Hours to complete
Global Marketing
Module 7 · 5 Hours to complete
Marketing Orientation & Managing the Marketing Organization for Long-Term Success
Module 8 · 5 Hours to complete
Summative Course Assessment
Module 9 · 3 Hours to complete
Fee Structure
Payment options
Financial Aid
Instructor
Expert in Marketing Strategy and Innovation at Illinois Tech
Dr. Rob Nelson is an Adjunct Faculty member at Illinois Tech, where he specializes in marketing strategy. He brings over 20 years of global experience in marketing, communications, strategic business development, innovation, and management, having worked with Fortune 100 companies, startups, and international organizations. His extensive industry background spans various sectors, including healthcare, insurance, banking, retail, high-tech, and higher education. At Illinois Tech, Dr. Nelson teaches courses on marketing, branding, strategic marketing, and business innovation at the MBA and master's levels, often integrating live projects with companies and startups into his curriculum. He holds a Doctor of Business Administration in Strategic Marketing from Grenoble Ecole de Management and an MBA in Strategic Marketing from the Kellogg School of Management at Northwestern University. Additionally, Dr. Nelson is a faculty member at the Jack Welch Management Institute, where he has earned recognition as Associate Professor of the Year with consistently outstanding NPS scores of 100.
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4.9 course rating
35 ratings
Frequently asked questions
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