Marketing and Communications
About Course
An introduction to the most important skills and most applicable tools of marketing management and communications.
About this course
In this course, you will learn to create, deliver and communicate the value of a product to your customers and to build a strong customer relationship management.
The set of engagements necessary for successful marketing management include capturing marketing insights, connecting with customers, building strong brands, shaping the market offerings, delivering and communicating value, creating long-term growth, and developing marketing strategies and plans. Important tools, like the BCG Matrix and the Ansoff Matrix, will help you to become a better manager.
You will also receive a short case study of Mercedes-Benz that summarizes the key takeaways of this course.
About the instructor
Course Curriculum
1. Introduction
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Welcome to Marketing & Communications!
2. The Customer
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Customer Needs
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Customer Decision Process
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The Exchange Process
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Evolution of Customer-Centered Marketing
3. Marketing Mix (4P)
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Marketing Mix
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Product
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Price
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Place
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Promotion
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Example: Starbucks Marketing Mix
4. New Models: 7P, 4C, SIVA
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7P, 4C, SIVA
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The Extended 7P’s
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Example: Starbucks Marketing Mix II
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The 4C Model
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SIVA Model
5. Marketing Environment
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Communication to Stakeholders
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Micro and Macro Environment
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B2B and B2C Marketing
6. Marketing Strategies
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Creating a Strategy
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Three Main Marketing Strategies
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Tool: Ansoff Opportunity Matrix
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Implementing Global Strategies
7. Segmentation & Positioning
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Segmentation
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STP Process
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Perceptual Mapping
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BCG Matrix
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Customer Value Analysis
8. Marketing Performance
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Marketing Effectiveness
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Performance Measurement
9. Digital Marketing
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Digital marketing
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Digital Marketing Channels
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Digital Marketing Roles & KPIs
10. Case Study & Conclusion
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Case Study: Mercedes-Benz
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Summary
Marketing and Communications – Exam
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course quiz!
