Foundations of Marketing: How to Build a Modern Marketing Plan

Develop your understanding of the extended marketing mix

Marketing is everywhere, with every business utilising it in some form. A critical part of successful marketing is understanding the marketing mix and knowing how to adapt it to your specific environment.

On this four-week course from Sentinel|9, you’ll learn all about the marketing mix and how to manage the marketing function. You’ll also examine current marketing practise in a diverse range of contexts, explore a wide array of marketing tools, and discover how to develop a marketing plan.

Learn the tools to analyse the marketing environment

In order to properly analyse the marketing situation, there are a number of tools and techniques that you can utilise.

You’ll be guided through a range of marketing theories to lay the foundation for designing plans for a variety of marketing situations. You’ll then explore tools such as PESTLE, five-forces, SWOT analysis, and Porter’s value chain, which will allow you to successfully conduct and assess situational and macroenvironmental analyses.

Discover how to design real-world branding strategies

Through case studies, you’ll examine the various aspects of marketing strategies with real-world examples. You’ll look at Nespresso to assess creating competitive advantage before analysing the positioning and branding failures of the Amazon Fire phone.

Build and execute a marketing plan

Once you’ve explored the relevant marketing tools, channels, and functions, you’ll pull your new skills together to look at how to formulate and execute a marketing plan.

You’ll learn the individual components of the plan and how to tie it into the overarching business plan. Then, you’ll explore target audiences, positioning, and the different metrics to use, before developing an action plan to execute your strategies in real-world contexts.

This course is designed for business professionals, new and aspiring line managers, or companies that want to provide employees with marketing skills.

• Marketing and the firm
• Course welcome
• Marketing and the firm part 1
• Marketing and the firm part 2
• End of Week 1 wrap up
• Situational marketing analysis
• Weekly welcome
• Situational marketing analysis
• End of Week 2 wrap up
• Microenvironments - industry and market
• Weekly welcome
• Industry and market analysis
• Enterprise value chain and competitor analysis
• End of Week 3 wrap up
• Formulating and executing the marketing plan
• Weekly welcome
• Formulating a marketing plan part 1
• Formulating a marketing plan part 2
• Executing the marketing plan
• End of course wrap up