STARTS

Dec 12th 2016

Marketing Mix Fundamentals (Coursera)

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An introduction to the four P’s of Marketing (Product, Pricing, Promotion and Place) this course forces you to strategically analyze your product or service.

The Product Management session is designed to provide you with the knowledge to understand and manage the strategic role of brands and products in generating business results, whilst the focus on Pricing Strategies will cover the main concepts and techniques to formulate prices.

Through the Promotional activities (Communication) session explore the different communication channels available and understand the importance of the media plan. Complement this with skills from the final “P” session, Place, where you consider channels and retail strategies with the overriding objective of defining a distribution strategy for your product or service.


Marketing Mix Fundamentals is course 3 of 5 in the Marketing Strategy Specialization.

Do you hear the word “marketing” on a daily basis, but aren’t sure what marketing really is or why your business needs it? Do you know that marketing is important to your company, product, or service, but aren’t sure where to start? Cover the concepts and tools you need to successfully develop a marketing strategy for a business, product or service. Begin by understanding consumers and the main market research techniques, then learn how to correctly segment, target and position your product to achieve success. Continue by analyzing the four critical areas in marketing, the famous four Ps of Product, Price, Promotion and Place. Finally, get the backing your ideas deserve and communicate the actions through a Marketing Plan. In the final capstone project you will develop a Marketing Plan for a product or service.


Syllabus

Week 1: Product and Product Policy

Week 2: Price and Pricing Policy

Week 3: Channel Management and Retailing

Week 4: Marketing Communication