This course is part of the Business and Marketing Strategies Specialization

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Dominic Appiah

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Associated with the Bachelor of Science in Marketing degree
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Business and Marketing Strategies SpecializationUniversity of London

About this Course

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The ‘Fundamentals of Marketing Strategy’ course is very interactive and designed to offer learners the opportunity to share ideas and engage in discussions with their fellow students. Throughout this course, learners will be given the opportunity to explore key and relevant marketing models and concepts in the formulation of effective marketing strategy. Learners will also engage in research as well as the application of key models and concepts to gain further insights into the implementation of an effective marketing strategy in a competitive business environment. At the end of this course, learners will gain a deeper understanding of the nature of a rather dynamic marketing environment, and will have developed new skills to enable them to conduct audits of the macro and micro-marketing environments for an organisation and most importantly be able to design and implement an effective marketing strategy.

Flexible deadlines

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Shareable Certificate

Earn a Certificate upon completion

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Course 1 of 4 in the

Business and Marketing Strategies Specialization

Approx. 16 hours to complete

English

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Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 1 of 4 in the

Business and Marketing Strategies Specialization

Approx. 16 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

3.14/5 (9 Ratings)

Dominic Appiah

2,165 Learners

2 Courses

Offered by

University of London

The University of London is a federal University which includes 17 world leading Colleges. With extensive experience in distance learning since 1858, University of London has enriched the lives of thousands of students, delivering high quality degrees across the globe. Today, University of London is a global leader in flexible study, offering degree programmes to over 45,000 students in over 190 countries, delivering world-leading research across the world. To find out more about University of London, visit www.london.ac.uk

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This course is related to the 100% online Bachelor of Science in Marketing from University of London. It will provide you with a preview of the topics, materials and instructors so you can decide if the full online degree program is right for you.

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Syllabus - What you will learn from this course

Week1

Week 1

5 hours to complete

Week 1: The marketing environment audit

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.

5 hours to complete

1 video (Total 9 min), 6 readings, 1 quiz

Week2

Week 2

7 hours to complete

Week 2: Conducting audits of the macro- and micro-marketing environments for an organisation

7 hours to complete

9 readings

9 readings

Week 2 introduction10mSWOT analysis50mModel answer – SWOT analysis10mPorter’s five forces model50mModel answer – Porter’s five forces model10mActivity – Analysing the macro-environment45mModel answer – Analysing the macro-environment10mActivity – Reflection: the interactions between the micro- and macro-environments40mWeek 2 summary10m

1 practice exercise

Conducting audits of the macro- and micro-marketing environments for an organisation5m

Week3

Week 3

5 hours to complete

Week 3: Implementation of an effective marketing strategy

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.

5 hours to complete

1 video (Total 3 min), 8 readings, 1 quiz

1 video

Market segmentation3m

8 readings

Week 3 introduction10mActivity – Nike case study1hActivity – Lucozade’s targeting strategies40mModel answer – Lucozade’s targeting strategies10mMarket targeting – why it pays to differentiate35mActivity – Positioning in marketing40mModel answer – Positioning in marketing10mWeek 3 summary10m

1 practice exercise

Implementation of an effective marketing strategy5m

Reviews

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TOP REVIEWS FROM FUNDAMENTALS OF MARKETING STRATEGY

by SLJan 22, 2023

very good course which is help you to more understanding of marketing strategy.

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About the Business and Marketing Strategies Specialization

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

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Fundamentals of Marketing Strategy

About this Course