Marketing Strategy

Offered By: Babson College via edX

Course Description

Overview

While the marketing channels to reach new and existing customers have changed drastically over the past decade, the fundamentals of marketing and consumer acquisition have stayed true. Understanding how to quickly identify customer needs and apply those learnings to your marketing strategy is critical if you are looking to launch and/or grow a business.

This strategic marketing Professional Certificate, brought to you by Babson College, the #1 school in Entrepreneurship (U.S. News & World Report), is designed for those who want to learn the fundamentals of brand building, consumer behavior, and audience targeting. You'll learn how to reach your potential and current customers most effectively and efficiently.

By completing this program, you will gain practical experience by learning how to design a customer-centric marketing campaign for your own business or for an organization that needs marketing support. You will learn how to view the customer engagement experience through the eyes of your target audience to effectively build a strong brand. Topics covered include: the marketing mix, segmentation, targeting and positioning, marketing strategy, and real-world consumer behavior.

Syllabus

Courses under this program:
Course 1: Marketing Fundamentals: Who Is Your Customer?

Learn key marketing concepts to implement customer acquisition strategies to find the right customers and grow your business.

Course 2: Customer Centric Marketing for Entrepreneurs

Design a marketing campaign and learn how to create brand excitement and attract engaged customers!

Courses

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4 weeks, 4-6 hours a week, 4-6 hours a week
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In order to compete in an ever-changing market, business leaders must assess and respond to consumer needs and wants. Marketing is a means of creating value for consumers and engendering loyalty and enthusiasm for your product or service.

If you’re starting or running a business, identifying and targeting your consumers is the single most important decision you can make. Business leaders often wrongly believe that every customer is a good customer. This is not always the case; knowing which customers to let go of is just as important as finding customers. In this marketing course, you will learn how to assess the value you provide to the consumer as well as the value the customer offers your business.

The course will also provide you with a toolkit you can apply to real world situations. Topics include:
- the marketing mix
- segmentation
- targeting and positioning
- marketing strategy
- consumer behavior
Marketing is often an afterthought for entrepreneurs as they focus on getting their venture off the ground. You will learn how marketing is a vital part of launching a successful business, and for keeping one running, and how marketing concepts can be applied to entrepreneurial situations. By the end of the course, you will be thinking about marketing strategically in order to grow your business, rather than as a tactical cost.

This course is part of the Business Principles and Entrepreneurial Thought XSeries.
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4 weeks, 4-6 hours a week, 4-6 hours a week
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It is not uncommon for students, executives and business owners to feel overwhelmed by the myriad of marketing solutions available today. How do you decide if social media, direct sales or perhaps event marketing is right for your business? This course helps you understand how to build a brand and reach your potential and current customers in the most effective and efficient manner.

The landscape for marketing (identifying and seizing opportunities for market growth) has changed dramatically over the past decade, making marketing decisions more confusing than ever before. Understanding how to quickly identify true customer needs and then apply the learnings to identify the right marketing approach for your company is critical if you are looking to launch and/or grow a business.

In this unique entrepreneurial marketing course, you will gain practical experience by learning how to design a customer-centric marketing campaign for your own business or for an organization that needs marketing support.

We will teach you how to better understand your customers’ needs and use this knowledge to develop and launch a marketing campaign that engages consumers and creates traction using the right marketing channels. Your campaign might be an integrated social media program, an event-driven workshop, a sales outreach initiative or something entirely different.

You will learn how to view the customer engagement experience through the eyes of your target market to effectively build a strong brand. Finally, you will learn how to evaluate and measure the success of your campaign to ensure you can either repeat successful marketing initiatives that worked or pivot when the campaign does not meet your business growth goals.

Taught by

Anjali S. Bal, Beth Goldstein and Gary Ottley