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Fundamentals of Marketing Strategy
  • Level Foundation
  • Duration 17 hours
  • Course by University of London
  • Offered by

About

The ‘Fundamentals of Marketing Strategy’ course is very interactive and designed to offer learners the opportunity to share ideas and engage in discussions with their fellow students. Throughout this course, learners will be given the opportunity to explore key and relevant marketing models and concepts in the formulation of effective marketing strategy. Learners will also engage in research as well as the application of key models and concepts to gain further insights into the implementation of an effective marketing strategy in a competitive business environment. At the end of this course, learners will gain a deeper understanding of the nature of a rather dynamic marketing environment, and will have developed new skills to enable them to conduct audits of the macro and micro-marketing environments for an organisation and most importantly be able to design and implement an effective marketing strategy.

Modules

Lesson 1: What is the marketing environment audit?

    • 1 Videos
    • 4 Readings
    • 1 Discussion
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1 Discussions

  • Marketing environment terminology

1 Videos

  • Week introduction – The marketing environment

4 Readings

  • Start a study journal
  • Activity – Defining the market environment audit
  • Model answer – Defining the market environment audit
  • Activity – Reflection: the marketing environment

Lesson 2: Exploring the scope of the marketing environment audit

    • 1 Readings
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1 Readings

  • Video – The nature and scope of the marketing environment

Lesson 3: The importance of conducting the marketing environment audit

    • 1 Discussion
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1 Discussions

  • The benefits to businesses of marketing environment audits

Lesson 4: Challenges faced in the marketing environment

    • 1 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • The marketing environment audit

1 Discussions

  • Reflecting on the biggest challenges facing organisations

1 Readings

  • Week 1 summary

Lesson 1: Micro-environment analysis – SWOT

    • 3 Readings
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3 Readings

  • Week 2 introduction
  • SWOT analysis
  • Model answer – SWOT analysis

Lesson 2: Micro-environment analysis – Porter’s five forces

    • 2 Readings
    • 1 Discussion
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1 Discussions

  • Activity – Critical reflection

2 Readings

  • Porter’s five forces model
  • Model answer – Porter’s five forces model

Lesson 3: Macro-environment analysis – PESTLE

    • 3 Readings
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3 Readings

  • Activity – Analysing the macro-environment
  • Model answer – Analysing the macro-environment
  • Activity – Reflection: the interactions between the micro- and macro-environments

Lesson 4: The role of businesses in the macro-marketing environment

    • 1 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Conducting audits of the macro- and micro-marketing environments for an organisation

1 Discussions

  • The role of businesses in society and their impact on the macro-marketing environment

1 Readings

  • Week 2 summary

Lesson 1: Market segmentation strategies

    • 1 Videos
    • 2 Readings
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1 Videos

  • Market segmentation

2 Readings

  • Week 3 introduction
  • Activity – Nike case study

Lesson 2: Evaluating various targeting strategies

    • 3 Readings
    • 1 Discussion
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1 Discussions

  • Activity – Applying targeting strategies

3 Readings

  • Activity – Lucozade’s targeting strategies
  • Model answer – Lucozade’s targeting strategies
  • Market targeting – why it pays to differentiate

Lesson 3: Understanding and designing positioning statements

    • 3 Readings
    • 1 Assignment
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1 Assignment

  • Implementation of an effective marketing strategy

3 Readings

  • Activity – Positioning in marketing
  • Model answer – Positioning in marketing
  • Week 3 summary

Auto Summary

Discover the 'Fundamentals of Marketing Strategy' course, designed for those in Sales & Marketing. Led by Coursera, this interactive course encourages idea-sharing and discussions. Dive into key marketing models and concepts, conduct research, and apply insights to craft effective strategies in a competitive environment. Gain skills to audit marketing environments and design robust strategies. Perfect for beginners, the course offers Starter and Professional subscription options and spans 1020 minutes.

Dominic Appiah
Instructor

Dominic Appiah