University of London

Fundamentals of Marketing Strategy

This course is part of Business and Marketing Strategies Specialization

Taught in English

Some content may not be translated

Dominic Appiah

Instructor: Dominic Appiah

9,767 already enrolled

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Gain insight into a topic and learn the fundamentals


(124 reviews)

16 hours (approximately)
Flexible schedule
Learn at your own pace
Prepare for a degree

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3 quizzes


Gain insight into a topic and learn the fundamentals


(124 reviews)

16 hours (approximately)
Flexible schedule
Learn at your own pace
Prepare for a degree

See how employees at top companies are mastering in-demand skills


Build your subject-matter expertise

This course is part of the Business and Marketing Strategies Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 3 modules in this course

This week focuses on the marketing environment. In particular, we will examine its nature and scope, including the different elements of the micro- and macro-environments that affect the way businesses operate in order to survive in a dynamic context while simultaneously meeting organisational objectives. We will also explore the role of marketers in the marketing strategy development process, as well as the challenges faced.

What's included

1 video6 readings1 quiz3 discussion prompts

Analysing the micro- and macro-environments in which a business operates is an important part of a successful marketing strategy. Consequently, the focus of this week is the micro- and macro-environments, including the conceptual tools used to assess them. We will also explore the role played by businesses in the macro-environment.

What's included

9 readings1 quiz2 discussion prompts

This week, we will look at the segmentation, targeting and positioning (STP) marketing model, which is one of the most frequently applied models in practice. STP focuses on commercial effectiveness, enabling a business to select the most viable marketing segments before developing a marketing mix and product positioning strategy for them. The STP model is useful when creating marketing communications plans since it helps marketers to prioritise propositions and then to develop and deliver personalised and relevant messages to engage with different audiences. Importantly, the STP model helps marketers to evaluate the potential and commercial attractiveness of each segment.

What's included

1 video8 readings1 quiz1 discussion prompt


Instructor ratings
3.8 (28 ratings)
Dominic Appiah
University of London
4 Courses9,921 learners

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