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Marketing Strategy
  • Level Foundation
  • Course by Illinois Tech
  • Offered by

About

Do you hear the word “marketing” on a daily basis, but aren’t sure what marketing really is or why your business needs it? Do you know that marketing is important to your company, product, or service, but aren’t sure where to start? Cover the concepts and tools you need to successfully develop a marketing strategy for a business, product or service. Begin by understanding consumers and the main market research techniques, then learn how to correctly segment, target and position your product to achieve success. Continue by analyzing the four critical areas in marketing, the famous four Ps of Product, Price, Promotion and Place. Finally, get the backing your ideas deserve and communicate the actions through a Marketing Plan. In the final capstone project you will develop a Marketing Plan for a product or service.

Modules

Course Welcome

    • 2 Videos
    • 1 Readings
    • 1 Discussion
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1 Discussions

  • Introduction and Your Personal Customer Experience

2 Videos

  • Course Overview
  • Instructor Introduction

1 Readings

  • Syllabus

Module 1 Introduction

    • 1 Videos
    • 2 Readings
    • 1 Assignment
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1 Assignment

  • Activity 1 : Marketing , Innovation, and the Business Model

1 Videos

  • Module 1 Introduction

2 Readings

  • Module 1 Introduction Reading
  • Business Model and Value Proposition Videos

Lesson 1: Definition and Scope of Marketing

    • 2 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Definition and Scope of Marketing Quiz

1 Discussions

  • The Storytelling Aspect of Marketing

2 Videos

  • Definition of Marketing Pt. 1
  • Definition of Marketing Pt. 2

1 Readings

  • Definition and Scope of Marketing Reading

Lesson 2: Marketing Strategies and Plans

    • 2 Videos
    • 1 Readings
    • 2 Assignment
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2 Assignment

  • Activity 2 - Find a Marketing Plan and Checklist
  • Marketing Strategies and Plans Quiz

2 Videos

  • Marketing Strategies and Plans Pt. 1
  • Marketing Strategies and Plans Pt. 2

1 Readings

  • Marketing Strategies & Plans Reading

Lesson 3: Market Research and Analysis

    • 2 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Market Research and Analysis Quiz

2 Videos

  • Market Research and Analysis Pt. 1
  • Market Research and Analysis Pt. 2

1 Readings

  • Market Research & Analysis Reading

Module 1 Summative Assessment

    • 1 Assignment
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1 Assignment

  • Module 1 Summative Assessment

Module 1 Summary

    • 1 Readings
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1 Readings

  • Module 1 Summary

Module 2 Introduction

    • 1 Videos
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1 Videos

  • Module 2 Introduction

Lesson 1: Building Loyalty

    • 3 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Building Loyalty Quiz

3 Videos

  • Building Loyal Relationships Pt. 1
  • Building Loyal Relationships Pt. 2
  • Building Loyal Relationships Pt. 3

1 Readings

  • Building Loyalty Reading

Lesson 2: Buying Dynamics

    • 2 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Assignment
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2 Assignment

  • ACTIVITY 4: Customer Buying Process
  • Buying Dynamics Quiz

1 Discussions

  • Consumer Decisions

2 Videos

  • Buying Dynamics Pt. 1
  • Buying Dynamics Pt. 2

1 Readings

  • Buying Dynamics Reading

Module 2 Summative Assessment

    • 1 Assignment
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1 Assignment

  • Module 2 Summative Assessment

Module 2 Summary

    • 1 Readings
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1 Readings

  • Module 2 Summary

Module 3 Introduction

    • 1 Videos
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1 Videos

  • Module 3 Introduction

Lesson 1: Segmentation & Positioning

    • 3 Videos
    • 2 Readings
    • 1 Assignment
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1 Assignment

  • Segmentation & Positioning Quiz

3 Videos

  • Segmentation and Targeting Pt. 1
  • Segmentation and Targeting Pt. 2
  • Segmentation and Targeting Pt. 3

2 Readings

  • Segmentation & Positioning Reading
  • Video Resources

Lesson 2: Positioning

    • 3 Videos
    • 2 Readings
    • 1 Assignment
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1 Assignment

  • Positioning Quiz

3 Videos

  • Positioning Pt. 1
  • Positioning Pt. 2
  • Positioning Pt. 3

2 Readings

  • Positioning Reading
  • Video Resources

Lesson 3: Branding for Growth

    • 3 Videos
    • 3 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Branding for Growth Quiz

1 Discussions

  • Coca-Cola and Human-Centric Marketing

3 Videos

  • Branding for Growth Pt. 1
  • Branding for Growth Pt. 2
  • Ungraded Case Assignment Video: Cracker Jill

3 Readings

  • Branding for Growth Reading
  • Video Resources
  • Ungraded Case Assignment: Cracker Jill

Module 3 Summative Assessment

    • 1 Assignment
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1 Assignment

  • Module 3 Summative Assessment

Module 3 Summary

    • 2 Readings
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2 Readings

  • Module 3 Summary
  • Insights from an Industry Leader: Learn More About Our Program

Module 4 Introduction

    • 1 Videos
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1 Videos

  • Module 4 Introduction

Lesson 1: Product Mix and New Offerings

    • 2 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Product Mix and New Offerings Quiz

2 Videos

  • Product Mix and New Offerings Pt. 1
  • Product Mix and New Offerings Pt. 2

1 Readings

  • Product Mix and New Offerings Reading

Lesson 2: Analyzing and Services Marketing

    • 2 Videos
    • 1 Readings
    • 2 Assignment
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2 Assignment

  • ACTIVITY 6: Services vs Product Marketing
  • Analyzing and Services Marketing Quiz

2 Videos

  • Analyzing and Marketing Services Pt. 1
  • Analyzing and Marketing Services Pt. 2

1 Readings

  • Analyzing and Services Marketing Reading

Lesson 3: Strategic Pricing

    • 2 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Strategic Pricing Quiz

2 Videos

  • Strategic Pricing Pt. 1
  • Strategic Pricing Pt. 2

1 Readings

  • Strategic Pricing Reading

Module 4 Summative Assessment

    • 1 Assignment
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1 Assignment

  • Module 4 Summative Assessment

Module 4 Summary

    • 1 Readings
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1 Readings

  • Module 4 Summary

Module 5 Introduction

    • 1 Videos
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1 Videos

  • Module 5 Introduction

Lesson 1: Integrated Marketing Channels – Omnichannel

    • 3 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Integrated Marketing Channels – Omnichannel Quiz

3 Videos

  • Integrated Marketing Channels Pt. 1
  • Integrated Marketing Channels Pt. 2
  • Integrated Marketing Channels Pt. 3

1 Readings

  • Integrated Marketing Channels – Omnichannel Reading

Lesson 2: Retailing, Wholesaling and Logistics

    • 2 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Retailing, Wholesaling and Logistics Quiz

2 Videos

  • Retailing, Wholesaling and Logistics Pt. 1
  • Retailing, Wholesaling and Logistics Pt. 2

1 Readings

  • Retailing, Wholesaling and Logistics Reading

Module 5 Summative Assessment

    • 1 Assignment
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1 Assignment

  • Module 5 Summative Assessment

Module 5 Summary

    • 1 Readings
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1 Readings

  • Module 5 Summary

Module 6 Introduction

    • 1 Videos
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1 Videos

  • Module 6 Introduction

Lesson 1: Integrated Marketing Communications

    • 2 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Integrated Marketing Communications Quiz

2 Videos

  • Integrated Marketing Communications Pt. 1
  • Integrated Marketing Communications Pt. 2

1 Readings

  • Integrated Marketing Communications Reading

Lesson 2: Advertising, Sales, Promotion and PR

    • 2 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Advertising, Sales, Promotion and PR Quiz

2 Videos

  • Advertising, Sales, Promotion and PR Pt. 1
  • Advertising, Sales, Promotion and PR Pt. 2

1 Readings

  • Advertising, Sales, Promotion and PR Reading

Lesson 3: Digital Marketing

    • 2 Videos
    • 1 Readings
    • 1 Discussion
    • 3 Assignment
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3 Assignment

  • ACTIVITY 7: SEO Search Result (SERP)
  • ACTIVITY 8: Social Media Comparison
  • Digital Marketing Quiz

1 Discussions

  • Digital Marketing Channels

2 Videos

  • Digital Marketing Pt. 1
  • Digital Marketing Pt. 2

1 Readings

  • Digital Marketing Reading

Module 6 Summative Assessment

    • 1 Assignment
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1 Assignment

  • Module 6 Summative Assessment

Module 6 Summary

    • 1 Readings
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1 Readings

  • Module 6 Summary

Module 7 Introduction

    • 1 Videos
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1 Videos

  • Module 7 Introduction

Lesson 1: Introduction to Global Marketing: What is it?

    • 2 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Introduction to Global Marketing: What is it? Quiz

2 Videos

  • Introduction to Global Marketing Pt. 1
  • Introduction to Global Marketing Pt. 2

1 Readings

  • Introduction to Global Marketing: What is it? Reading

Lesson 2: Global Market Entry

    • 2 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Global Market Entry Quiz

1 Discussions

  • Global Marketing

2 Videos

  • Global Market Entry Pt. 1
  • Global Market Entry Pt. 2

1 Readings

  • Global Market Entry Reading

Lesson 3: Responsible Global Marketing

    • 2 Videos
    • 2 Readings
    • 1 Assignment
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1 Assignment

  • Responsible Global Marketing Quiz

2 Videos

  • Responsible Global Marketing Pt. 1
  • Responsible Global Marketing Pt. 2

2 Readings

  • Responsible Global Marketing Reading
  • Angela Wang: Future of Shopping Video

Module 7 Summative Assessment

    • 1 Assignment
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1 Assignment

  • Module 7 Summative Assessment

Module 7 Summary

    • 1 Readings
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1 Readings

  • Module 7 Summary

Module 8 Introduction

    • 1 Videos
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1 Videos

  • Module 8 Introduction

Lesson 1: Market Orientation & Value

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Market Orientation & Value Quiz

1 Videos

  • Introduction to Market Orientation

1 Readings

  • Market Orientation & Value Reading

Lesson 2: Function of Marketing in the Organization & Challenges

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Function of Marketing in the Organization & Challenges Quiz

1 Discussions

  • What Does A CMO Do?

1 Videos

  • Function of Marketing in the Organization & Challenges

2 Readings

  • Function of Marketing in the Organization & Challenges Reading
  • Marketing Leadership Perspectives Video

Lesson 3: The Marketing Rockstar

    • 2 Videos
    • 3 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • The Marketing Rockstar Quiz

1 Discussions

  • Reflection on Marketing and Leadership

2 Videos

  • The Marketing Rockstar
  • Bonus Video: Strategic Marketing Tips

3 Readings

  • The Marketing Rockstar Reading
  • Dr. Rob’s Marketing Rockstar Tip Sheet
  • Bonus Video PDF: Strategic Marketing Tips

Module 8 Summative Assessment

    • 1 Assignment
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1 Assignment

  • Module 8 Summative Assessment

Module 8 Summary

    • 1 Readings
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1 Readings

  • Module 8 Summary

Summative Course Assessment

    • 1 Plugin
    • 1 Assignment
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1 Assignment

  • Summative Course Assessment

Auto Summary

Discover the essentials of marketing with the "Marketing Strategy" course, perfect for those eager to understand the pivotal role of marketing in business success. Offered by Coursera, this foundational course delves into the core concepts and tools necessary for crafting effective marketing strategies for any business, product, or service. Throughout the course, you'll embark on a journey starting with consumer understanding and market research techniques. You'll master the art of segmentation, targeting, and positioning to carve out a niche for your product. The curriculum then explores the four critical pillars of marketing—Product, Price, Promotion, and Place—equipping you with practical insights to drive your marketing efforts. As a capstone project, you’ll have the opportunity to apply your learning by developing a comprehensive Marketing Plan for a real-world product or service, ensuring you're ready to implement your strategies in a professional setting. This course is ideal for beginners looking to build a solid foundation in marketing. With a starter subscription option, it's accessible to anyone ready to take the first step towards becoming a marketing expert. Join now and transform your business approach with strategic marketing insights!

Dr. Rob Nelson
Instructor

Dr. Rob Nelson