Marketing Strategy: Deliver Value to Target Markets

This module provides a foundational understanding of marketing's scope and value, covering basic concepts, core marketing concepts, and new realities in marketing shaped by technology, globalization, and social responsibility.

This module focuses on establishing and nurturing long-term customer relationships, covering customer value, satisfaction, loyalty, marketing research, consumer and business buying dynamics, and strategic brand management.

This module delves into branding as a strategic driver of business growth, covering brand equity, building and measuring brand equity, branding strategies, and customer equity.

This module explores how value is created and delivered in marketing, covering product mix management, new product development, services marketing, strategic pricing, and value delivery systems.

This module focuses on ensuring customers receive the value promised by a business, covering marketing channels, value networks, strategic pricing, channel management, and logistics.

This module covers integrated marketing communications, developing effective communications, managing mass communications, digital communications, and personal communications.

This module addresses the complexities and strategies of marketing in a global environment, covering global market entry decisions, adapting marketing strategies for international markets, and responsible global marketing practices.

This module focuses on internal marketing, market orientation as a tool for competitiveness, socially responsible marketing, and how marketing departments can champion creating and sustaining a market orientation within firms.

This module contains the summative course assessment designed to evaluate understanding of the course material and assess ability to apply the knowledge acquired throughout the course.