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
Payment options
Financial Aid
Instructor
Marketing Expert and Instructor at IE Business School
Dushinka Karani is an accomplished marketing professional and instructor at IE Business School, where she teaches several online courses on platforms like Coursera, including "Marketing Management Essentials" and "Market Research Essentials." With over 20 years of experience in developing marketing strategies, she has held significant positions such as Global Marketing Director at FundingBox, where she aids Deep Tech startups in their digital transformation efforts. Karani's expertise spans various areas, including digital marketing, innovation, and sales, and she has a strong background in both academic and corporate settings. Her contributions to the field of marketing are complemented by her role as a coordinator for marketing fundamentals at IE University, where she focuses on preparing future leaders in the industry.
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Frequently asked questions
Below are some of the most commonly asked questions about this course. We aim to provide clear and concise answers to help you better understand the course content, structure, and any other relevant information. If you have any additional questions or if your question is not listed here, please don't hesitate to reach out to our support team for further assistance.