Examine the marketing planning process and key steps to develop a strategic marketing plan to meet business goals, from understanding the marketing environment and consumers to determining brand and communications strategies.
In this course, you will learn about key elements of the marketing planning process. This process results in a strategic marketing plan, which guides organizations to connect with the consumer, so both parties realize value. This course will build upon the knowledge you acquired in BUS203: Principles of Marketing. You will explore the critical tools, analyses, and marketing-related strategies to capture the attention and loyalty of the consumer.
In the course, we will cover marketing basics such as segmentation, targeting, position, and the 4 Ps of marketing. We will also cover marketing research, consumer behavior, and brand management. The course will end with a review of digital marketing communications options and strategies. Throughout the course, you will see how all marketing efforts focus on the consumer. As a marketer, you must be proactive with strategic activities to make connections while complying with legal guidelines and socially responsible practices.
- Unit 1: Marketing Planning Process
- Unit 2: Marketing Research
- Unit 3: Consumer Behavior
- Unit 4: Brand Strategy
- Unit 5: Marketing Communications
- Explain the fundamentals of marketing research;
- Apply key consumer behavior principles to marketing decisions;
- Summarize the relevance of brand management strategies to the overall marketing process;
- Apply digital marketing and communications strategies to achieve business objectives;
- Assess the impact of internal and external environmental factors on the marketing planning process;
- Use the marketing planning process to meet business goals; and
- Justify a focus on legal, ethical, and social responsibility matters in marketing decisions.