Marketing for Managers

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.

• Course Text 2:22:00

  • 1: Course Text 2:22:00

• Unit 1: Marketing and the Firm 12:59

  • 2: Lecture 1.1: Marketing and the Firm Preview 00:36
  • 3: Lecture 1.2: Marketing Orientation and Context Preview 01:05
  • 4: Lecture 1.3: Creating Value and Competitive Advantage #1 Preview 00:55
  • 5: Lecture 1.4: Creating Value and Competitive Advantage #2 01:12
  • 6: Lecture 1.5: Marketing Definition 00:36
  • 7: Lecture 1.6: Marketing Exchange 00:44
  • 8: Lecture 1.7: Marketing Interactions #1 00:36
  • 9: Lecture 1.8: Marketing Interactions #2 01:50
  • 10: Lecture 1.9: BCG's Advantage Matrix Model 01:25
  • 11: Knowledge Quiz 1 04:00

• Unit 2: Situational Marketing Analysis 10:09

  • 12: Lecture 2.1: External Environment – Analysis #1 00:45
  • 13: Lecture 2.2: External Environment – Analysis #2 00:19
  • 14: Lecture 2.3: External Environment – Analysis #3 00:15
  • 15: Lecture 2.4: External Forces Facing Marketing 01:27
  • 16: Lecture 2.5: Demographic Shift 00:45
  • 17: Lecture 2.6: Demographic Changes 01:35
  • 18: Lecture 2.7: Stakeholder Mapping #1 00:55
  • 19: Lecture 2.8: Stakeholder Mapping #2 01:08
  • 20: Knowledge Quiz 2 03:00

• Unit 3: Microenvironments – Industry and Market 21:44

  • 21: Lecture 3.1: Microenvironments – Industry and Market 01:08
  • 22: Lecture 3.2: Difference Between an Industry and a Sector 01:31
  • 23: Lecture 3.3: Common Mistakes #1 01:36
  • 24: Lecture 3.4: Common Mistakes #2 00:46
  • 25: Lecture 3.5: Market Analysis #1 00:35
  • 26: Lecture 3.6: Market Analysis #2 00:46
  • 27: Lecture 3.7: Internal Firm Analysis and Environment Analysis 01:58
  • 28: Lecture 3.8: Enterprise Value Chain Analysis #1 01:06
  • 29: Lecture 3.9: Enterprise Value Chain Analysis #2 01:22
  • 30: Lecture 3.10: Enterprise Value Chain Analysis #3 00:53
  • 31: Lecture 3.11: Porter's Value Chain 00:59
  • 32: Lecture 3.12: Elements in Porter's Value Chain #1 01:27
  • 33: Lecture 3.13: Elements in Porter's Value Chain #2 00:31
  • 34: Lecture 3.14: SWOT – Gap Analysis 01:48
  • 35: Lecture 3.15: TOWS and Building Conversion Strategies 01:18
  • 36: Knowledge Quiz 3 04:00

• Unit 4: Formulating a Marketing Plan – Building Components 17:26

  • 37: Lecture 4.1: Formulating a Marketing Plan – Building Components #1 00:54
  • 38: Lecture 4.2: Formulating a Marketing Plan – Building Components #2 01:58
  • 39: Lecture 4.3: Formulating a Marketing Plan – Building Components #3 00:31
  • 40: Lecture 4.4: Product Life Cycle and Building a Product Strategy 00:52
  • 41: Lecture 4.5: Segmentation and Targeting-Geography, Consumer Behaviour, Cultures 00:27
  • 42: Lecture 4.6: Positioning Your Market Offering 00:53
  • 43: Lecture 4.7: Pricing Your Product for the Market 00:22
  • 44: Lecture 4.8: Channels and Distribution 01:01
  • 45: Lecture 4.9: Promotion and Brand Advertising 00:59
  • 46: Lecture 4.10: Business Development and Customer Relationship Marketing (CRM) 01:02
  • 47: Lecture 4.11: Hard-selling 00:55
  • 48: Lecture 4.12: Sales Funnel 01:14
  • 49: Lecture 4.13: Stages in the Sales Funnel 02:18
  • 50: Knowledge Quiz 4 04:00

• Unit 5: Executing the Marketing Plan 12:04

  • 51: Lecture 5.1: Action Planning, Roles and Responsibilities 00:56
  • 52: Lecture 5.2: Metrics and Measures 02:04
  • 53: Lecture 5.3: Marketing and Information Technology 01:24
  • 54: Lecture 5.4: Marketing Information (MIS) Systems: Sorting Data and Reporting 01:56
  • 55: Lecture 5.5: Marketing and Information Technology 00:44
  • 56: Lecture 5.6: The Marketing Profession and Building the Marketing Team 01:00
  • 57: Knowledge Quiz 5 04:00

Upon the completion of this subject, students will be able to:
• Critically analyse and evaluate internal and external marketing environments, and stakeholder and customer relationships in a diverse range of marketing scenarios.
• Undertake 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.
• Critically evaluate and synthesize 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

• No prerequisites.
• No materials distributed.
• No formal assessments required.

• Marketers
• Advertisers
• Bloggers
• Business Managers
• Students
• Self Employed Individuals
• Start-up Companies
• Executives
• Entrepreneurs

• Account Executive
• Computer Salesperson/Marketer
• Creative Writer
• Government Officer
• Market Research Manager
• Marketing Officer/Manager
• Organisational Communication Specialist
• Publishing Professional
• Sales Person

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Reed courses certificate of completion

Digital certificate - Included

Certificate of completion

Digital certificate - £3