Lecture 1.3: Creating Value and Competitive Advantage #1

Course overview

In this course, you will learn key marketing concepts including the principles of marketing, the marketing planning process and marketing environmental analysis. In this subject, you will learn how to analyse the marketing environment by using tools such as PESTLE, Five-Forces, SWOT Analysis, Porter’s Value Chain and Marketing Plan Templates. You will examine current marketing practice in a diverse range of marketing contexts, and you will be introduced to the marketing functions required to establish competitive positioning and manage marketing decisions in the firm. This course will provide you with the skills to effectively evaluate, manage and design the marketing function and contribute to a firm’s future marketing direction through applying modern marketing thought.