Course Orientation-About the Course
Welcome to Creating a Winning Marketing Strategy
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Meet Professor Hayden Noel
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Meet Professor Maria Rodas
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Syllabus
Glossary
Brand Descriptions
Course Orientation-About Your Classmates
Updating Your Profile
About the Discussion Forums
Course Orientation-Module 0: What is Marketing Management?
What is Marketing?
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Uncovering Needs and Wants
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The Theory of Needs
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Learn More About Flexible Learning Paths
Learn on Your Terms
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Module 1: The Marketing Process-Module 1 Information
Module 1 Overview
Module 1 Readings
Module 1: The Marketing Process-Lesson 1-1: Creating, Capturing and Sustaining Value
The Marketing Strategy Process: An Overview
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Scanning the Environment
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Professor Noel's Board Walk: SWOT Analysis
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The Netflix Story
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Creating Value
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Professor Noel's Board Walk: Creating and Capturing value
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Sustaining Value
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Non-Profit Organizations
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Module 1: The Marketing Process-Lesson 1-2: Market Research
The Importance of Market Research
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Conducting Market Research Part 1
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Conducting Market Research Part 2
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Module 2: Segmentation Targeting Positioning-Module 2 Information
Module 2 Overview
Module 2 Readings
Module 2: Segmentation Targeting Positioning-Lesson 2-1: Crafting Value
Value Proposition and Differentiation
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Introduction to Segmentation, Targeting and Positioning
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Module 2: Segmentation Targeting Positioning-Lesson 2-2: STP
Segmentation
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Perceptual Mapping
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Levels of Market Segmentation
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Profitable Segmentation
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Targeting
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Segmentation and Targeting in Practice
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Positioning for Competitive Advantage Part 1
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Positioning for Competitive Advantage Part 2
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Professor Noel's Board Walk: Crafting a Positioning Statement
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Module 3: The Power of Branding-Module 3 Information
Module 3 Overview
Module 3 Readings
Module 3: The Power of Branding-Lesson 3-1: Building Strong Brands
Customer Relationship Management (CRM)
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Introduction to Branding
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The Power of Branding
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Brand Mantra
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Brand Equity
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Attributes of Strong Brands
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Brand Experience
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Module 3: The Power of Branding-Lesson 3-2: Brand and Line Extensions
Brand and Line Extensions
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Making Extensions Work
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Professor Noel's Board Walk: Evaluating Brand and Line Extensions
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Module 4: Influencing Consumer Behavior; The Marketing Plan-Module 4 Information
Module 4 Overview
Module 4 Readings
Module 4: Influencing Consumer Behavior; The Marketing Plan-Lesson 4-1: Consumer Behavior
Understanding Consumer Behavior
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What influences Consumer Behavior–Culture
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What influences Consumer Behavior–Social Class
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What influences Consumer Behavior-Reference Groups
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What influences Consumer Behavior-Psychological factors
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Module 4: Influencing Consumer Behavior; The Marketing Plan-Lesson 4-2: Consumer Decision Making
Theories of Consumer Decision Making
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The Consumer Decision Journey
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Module 4: Influencing Consumer Behavior; The Marketing Plan-Lesson 4-3: Creating Successful New Products
New Product Adoption
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Barriers to Adoption Part 1
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Barriers to Adoption Part 2
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Professor Noel's Board Walk: "Barriers to Adoption" in Practice
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Module 4: Influencing Consumer Behavior; The Marketing Plan-Lesson 4-4: The Marketing Plan
The Marketing Plan Part 1
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The Marketing Plan Part 2
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The Marketing Plan Part 3: Student Interviews
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Discussions with the Experts: Melanie Millar
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Module 4: Influencing Consumer Behavior; The Marketing Plan-Congratulations
Congratulations on completing the course!
Learn on Your Terms
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Get Your Course Certificate