Developing a Marketing Strategy
A business plan is the first document most founders write when starting a company, but most miss what is arguably the most important accompanying strategy document – the marketing plan. After all, without a solid marketing strategy the business plan will be useless.
Marketing strategy is not just about selling stuff. That’s sales. Marketing is much more encompassing. It’s the driver of your business and touches your prospects and clients along every step, from sales to customer service.
This course is based on lectures taught by Trajan King at the MBA program where he is an adjunct professor. It’s based partially on concepts from the book “A Framework for Marketing Management” by Kotler & Keller.
Lessons in This Course
|Module 1||Developing a Marketing Strategy|
|Unit 1||Marketing Strategy Intro|
|Unit 2||What is marketing, really?|
|Unit 3||Is Marketing Just Selling Stuff?|
|Unit 4||The Marketing Mix|
|Unit 5||Define Who You Are|
|Unit 6||SWOT Analysis|
|Unit 7||Long-term Customer Value|
|Unit 8||Identifying Market Segments|
|Unit 9||Creating Brand Equity|
|Unit 10||Competitive Advantage|
|Unit 11||The Customer Value Hierarchy|
|Unit 13||Market Testing Products|