The Basics of Marketing
Successful marketing is about optimizing the value you offer customers, as well as the value you get from them in return. Understanding its function will help you better understand the relationship that companies need to build with their customers. Knowing how to effectively advertise and use each distribution channel will help you stand out from the competition.
In this course, you’ll learn about the key functions of modern marketing and its link to overall corporate strategy. You’ll also consider the role of advertising and distribution in digital marketing.
Finally, you’ll learn about the foundations for creating a marketing strategy and making the most of each advertisement in your distribution model.
0.5 Hours
- Match business styles to the underlying principles that guide decision making
- Identify the key objectives of the marketing function in organizations
- Identify the key characteristics of online marketing
- Recognize descriptions of market segmentation and targeting
- Match positioning strategies to their descriptions
- Identify elements of the marketing mix
- Identify elements of the modern marketing mix
- Recognize characteristics of modern marketing
The People and Planning in Marketing
An effective marketing strategy takes time and money. It’s vital to get things right, and this requires proper marketing planning. The elements of the traditional marketing mix form important strategic cornerstones of any marketing activity.
However, this traditional marketing mix fails to address two very important aspects of marketing: planning and people.
In this course, you’ll learn about strategic and tactical planning and the kinds of market research that support it. You’ll be introduced to the basics of budgeting for, developing, executing, and evaluating a marketing plan. And you’ll learn how companies can engage all their employees in developing their own marketing roles.
0.5 Hours
- Recognize the traits associated with personal and positional power
- Choose whether to use personal power or positional power in a given situation
- Identify the factors that supports a claim of credibility
- Select actions that build credibility
- Identify actions that help to earn trust
- Recognize opportunities to build trust
- Demonstrate personal power by building credibility and trust
Product, Pricing, and Promotion in the Marketing Mix
The marketing mix is a collection of elements that uses advertising to satisfy customers’ needs and meet business objectives. We all buy products – we read the advertisement and we check the competition. The company can advertise the product and then send it along the distribution channel.
In this course, you’ll learn about a few elements of the marketing mix: product, price, and promotion. You’ll learn how marketing is involved in developing new products and about the stages of the product life cycle. You’ll also learn about pricing, including how to approach product pricing. Finally, you’ll learn about promotional techniques, including the importance of distribution and having a robust distribution model.
0.5 Hours
- Identify the typical roles of marketing in the development of new products
- Match the stages of the product life cycle to their goals
Classify pricing objectives as being financial or marketing objectives - Match pricing strategies to their definitions
- Recognize examples of different pricing promotions
- Match promotional techniques with their descriptions
- Match characteristics of marketing communication campaigns to either
- traditional or online media
- Recognize the roles of product, price, and promotion in the marketing mix
Distribution and E-Marketing Ethics in the Marketing Mix
Distribution is all about managing the journey a product takes from producer to consumer, and how value travels back from the consumer to the producer.
In this course, you’ll learn about the importance of having an effective distribution model and the things you should consider when selecting a distribution channel. You’ll also learn about key distribution strategies and systems and how to select and manage distributors. Finally, you’ll learn about online distribution opportunities and the benefits and ethical concerns associated with e-marketing.
0.5 Hours
- Recognize the importance of effective distribution
- Identify the key considerations in selecting appropriate distribution channels for your products
- Match distribution strategies and systems with their descriptions
- Identify guidelines for selecting distribution network intermediaries
- Recall guidelines for managing intermediaries in the distribution network
- Identify characteristics and benefits of online distribution
- Match elements of the marketing mix to the related ethical concerns in e-marketing
- Recognize the importance of establishing effective distribution channels and being aware of ethical concerns
Competitive Marketing Strategies: Analyzing Your Organization
It takes a certain amount of marketing innovation to win customers today. When developing a competitive marketing strategy, conducting effective research is a key step. You need to assess your organizational capabilities and advertising activities.
In this course, you’ll learn how to assess an organization’s core capabilities and how to conduct a marketing audit. This course also describes how to conduct an internal analysis as part of the process of developing competitive marketing strategies. It explains the types of questions you may need to ask about your organizational resources and capabilities. And it describes areas to consider when doing a marketing audit and looking at innovation activities.
0.4 Hours
- Recognize the purpose of competitive marketing strategies
- Categorize examples of resources and competencies important for creating and maintaining competitive advantage
- Recognize the steps in identifying important organizational capabilities
- Identify areas of focus when analyzing your organization’s marketing strategy and structure
- Recognize aspects to examine when analyzing your organization’s systems, productivity, and marketing mix
- Identify examples of what you should consider when conducting an innovation audit
Strategies for the Modern Public Relations Professional
Public relations (PR) has always been a balance of persuasion, information, and communication – but these terms imply a one-sided relationship. The rise of social media and lightning-fast news cycles requires that modern public relation professionals engage more with their audiences and build and maintain relationships.
In this course, you’ll learn the fundamentals of modern PR, including new research and marketing methods, how to create and maintain relationships with your influencers, and how to react to negative news stories. You’ll also learn how to build and monitor a successful PR campaign
0.3 Hours
- Recognize modern research methods for finding out what your audience wants and needs
- Identify the characteristics of a successful PR plan
- Recognize the qualities of effective modern influencers
- Recognize how to build relationships with your Influencers
- Recognize how to handle a PR crisis effectively
- Recognize how to measure and monitor the success of a PR campaign
Writing Skills for Public Relations
The ability to write well is an essential skill and responsibility for all public relations (PR) professionals. Good writing is often time consuming and doesn’t always come easy, but it’s vital for connecting with your target audience and conveying your key brand messages in a clear and engaging manner.
In this course, you’ll learn how to develop written messages for your public relations initiative. You’ll explore how to create and distribute attention-grabbing press and social media releases. You’ll also learn techniques for managing an effective social media marketing campaign.
0.3 Hours
- Identify the characteristics of a compelling key message
- Recognize how to write a press release that gets the attention of your intended audience
- Recognize best practices for distributing a press release
- Identify key characteristics of quality social media releases
- Recognize ways to build engaging social media into your public relations campaign