Topic outline

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    • Time: 45 hours
    • Free Certificate

    This is a graduate-level course. In this course, you will learn the important components of marketing and marketing strategy. Since this is a graduate-level course, we will take a strategic approach as we navigate through the various units. You are therefore expected to think strategically as a marketing manager or upper-level marketing executive does. We will begin with the strategic planning process and the role of marketing in this process. We will then move into the external environment and address various components of the external environment within which the marketer must function. Afterward, we will look at the marketing mix, otherwise referred to as the 4Ps of marketing: product, price, promotion, and place. Marketers exercise the components of the marketing mix in accordance with the teaching plan of the firm while confronted with the dynamic aspects of the external environment. Finally, you will discover the importance of a strategic marketing plan and learn how the marketing plan aligns with the mission and vision of the firm and the stated objectives of the firm's strategic plan.