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Foundations of Marketing: How to Build a Modern Marketing Plan

Discover the tools and techniques you need to analyse the marketing environment and develop strategies for the real world.

12 hours

Created by Astrid deRidder, offered on FutureLearn

Description

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.

What you will learn

  • Evaluate internal and external marketing environments, and stakeholder and customer relationships in a diverse range of marketing scenarios.
  • Design research to understand marketing theories, concepts, and techniques for designing marketing and risk management plans in a variety of marketing situations.
  • Design competitive positioning, branding and marketing strategies for real-world events.
  • Develop a high-level mastery in marketing skills and professional conduct required for market planning in diverse marketing contexts.
  • Evaluate and synthesise information from a wide range of sources to demonstrate research skills, and demonstrate the capacity to document research outcomes in marketing with sound analysis and recommendations.

Requirements

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

FutureLearn is a British digital education platform founded in December 2012. It offers everything from regular online courses to full online degrees, offered in partnership with dozens of universities globally. With close to 5 million monthly visitors, it’s a popular choice for many.

Frequently asked questions

  • Price: $null
  • Platform: FutureLearn
  • Language: English
  • 12 hours
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