Applying Competitive Advantage to Marketing Strategies
Applying Competitive Advantage to Marketing Strategies
- discover the key concepts covered in this course
- recognize areas of potential competitive advantage that marketing strategies can leverage
- identify actions that demonstrate a company's values across the four corporate social responsibility categories
- Knowledge Check: Assessing Your Competitive Advantage
- identify attributes of external branding that make it appealing to customers
- identify key elements of a customer-centric value proposition
- identify innovative tools for evaluating and leveraging competitive advantage
- Knowledge Check: Applying Competitive Advantage Skills
- reflect on what you've learned
In the digital marketplace, businesses are always looking for ways to set themselves apart and to find an edge over their competitors. By recognizing and applying the tenets of competitive advantage, companies emphasize and align to their customer needs and communicate their advantages clearly and persuasively. In this course you’ll learn about elements of competitive advantage, such as communicating company values through corporate social responsibility actions. You’ll also learn about external branding, focusing marketing efforts through a customer lens, and communicating an effective and appealing value proposition. Finally, you’ll examine AI and other innovative analytics tools that are used to enhance competitive advantage.
Building Trust: Ethics and the Marketing Mix
Building Trust: Ethics and the Marketing Mix
- discover the key concepts covered in this course
- identify areas where marketing decisions about products and services have an ethical impact
- identify the ethical ramifications of different distribution strategies and systems
- Knowledge Check: Reviewing Your Skills in Ethical Product Marketing
- recognize key elements for keeping pricing ethical
- identify ethical promotional practices
- recognize core reasons for adopting cause marketing
- Knowledge Check: Assessing Your Marketing Ethics Skills
- reflect on what you've learned
Marketing isn’t just about making your product look good; it’s also about building customer trust. When you plan for the four Ps of marketing, it’s helpful to consider the ethical ramifications of each. In this course, you will learn about ethical choices in the marketing mix. From products and placement to pricing and promotion, you will learn about ethical marketing for each element.
Creating Brands through People and Planning
Creating Brands through People and Planning
- discover the key concepts covered in this course
- recognize key marketing responsibilities
- identify ways organizations can benefit from engaging employees as brand ambassadors
- Knowledge Check: Applying Your Skills in Identifying Marketing Roles
- recognize the steps in the planning process for marketing research
- recognize actions for gathering and interpreting market research data
- identify factors to consider when creating an integrated marketing communication plan
- Knowledge Check: Assessing Your Market Research and Planning Skills
- reflect on what you've learned
People don’t buy products. They buy brands. Who creates brands? People. How do they do it? Through proper marketing research and planning. The traditional marketing mix emphasizes the four P’s: product, price, place, and promotion. However, this fails to address two other important aspects of marketing: planning and people. Planning and people are vital to any marketing effort. Marketing planning guides how marketing is carried out, so it’s imperative that it is informed and comprehensive. And because employees impact the marketing mix so strongly, it’s equally important to ensure they understand and support the company’s marketing actions.
In this course, you'll learn about the types of people needed to create and support strong brands. You’ll become familiar with internal branding and the importance of engaging employees as brand ambassadors. You’ll also learn about how strategic and tactical planning are employed for conducting effective and cohesive marketing research that will inform digital marketing efforts. Finally, you'll learn about the factors that contribute to an integrated marketing communication plan.
Marketing: The Process and Functions that Build Customer Relationships
Marketing: The Process and Functions that Build Customer Relationships
- discover the key concepts covered in this course
- recognize the role of marketing in organizations
- identify key concepts in planning a marketing strategy
- Knowledge Check: Reviewing Your Marketing Roles and Plans Skills
- identify how to determine market segments to target customers
- recognize how marketing enables companies to reach their customers
- identify the benefits of using digital resources to impact marketing
- Knowledge Check: Assessing Your Skills in Segmenting, Targeting, and Reaching Customers
- reflect on what you've learned
Successful marketing is about optimizing relationships with your customers. That not only includes the value you offer them, but the value you get from them in return. Businesses apply best practices in marketing to find and better understand their customers, to inform how they can most effectively advertise, and to stand out from their competition.
In this course, you'll learn about the key role of modern marketing and how companies effectively plan their marketing strategies. You'll gain understanding of how market segments are determined, how customers are targeted, and how organizations reach their customers. Finally, you'll learn the ways that digital marketing resources like social media can positively impact business marketing efforts.
The Four Ps: Essential Factors in Marketing
The Four Ps: Essential Factors in Marketing
- discover the key concepts covered in this course
- identify the marketer’s contributions to developing a product offering
- recognize the principles behind common pricing strategies
- identify elements of a distribution strategy
- Knowledge Check: Reviewing Your Product Marketing Skills
- recognize appropriate uses for promotional techniques
- recognize appropriate uses for media channels
- Knowledge Check: Assessing Your Marketing Promotion Skills
- reflect on what you've learned
To bring a product or service to market successfully, a marketer needs to understand a broad set of tools and concepts. Guided by customer insights, marketers position their offerings in the marketplace and in the buyer’s mind. They use the marketing communication techniques of advertising, sales promotions, direct marketing, and public relations to build brands and enhance perceived value. This course explains how a product or brand manager uses detailed knowledge of their customers to influence design of the offering, to manage pricing and distribution channels, and to plan and execute a promotion strategy. The course explores the use of digital technologies including websites, social media, and mobile devices to build relationships with customers and drive sales.
