Marketing Foundations (2022)

Course details

Ever wondered what it takes to think like a marketer? You need to think analytically across multiple disciplines and tell a compelling story that engages customers with your brand as well as the internal audience in your organization. In this course, marketing expert, author, and professor Marta Dapena-Baron shares insights into the core concepts and fundamental skills that every new marketer needs to learn on day one.

This course teaches you to use a valuable framework for analyzing the commercial activities of any organization that has brands and customers. Explore the basic building blocks of a marketing campaign, including brands, business category, customers, value proposition, and the elements you need to create an effective customer-brand experience. By the end of this course, you’ll be prepared to wield your new skills as a marketer and develop a strategic plan that tells a compelling story.

Concepts

Introduction

Think like a marketer

The Building Blocks of Your Marketing Strategy

Defining brands and brand architecture
Choosing a business category
Investigating your organization and your competition
Developing a practical customer definition
Navigating three types of customer loyalty

Developing a Value Proposition for Your Brand

Discovering customer segments
Discover customer insights
Mapping your business category
Writing a target audience persona
Articulating your brand's value proposition

Creating the Customer-Brand Experience

Building a brand-customer experience map
Align your products and services to the value proposition
Aligning your price to your brand's value proposition
Developing the communications plan
Mapping brand-customer touchpoints

Creating the Marketing Plan and Learning from Your Work

Writing the strategic narrative - The marketing plan
Learning from your work - Marketing metrics

Conclusion

Thinking like a marketer

Marketing Foundations (2022)

Authors

Marta Dapena-Baron