Marketing Strategy

  • Available Now: On-demand
  • Duration: 84 minutes
  • Number of classes: 9
  • Cost: $199 | You Pay: $199
  • See our group discounts for 2+
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Designed for marketers, sales staff, content creators, managers, or anyone seeking an overview on the basics of marketing, this course contains 9 classes guaranteed to refresh your knowledge and provide a new outlook on how these fundamentals fit in today's marketing world.

From campaign planning to brand building to SWOT analysis, and—of course—the 4Ps, we'll focus on the must-know marketing topics.

During these 9 classes, you'll rediscover the fundamentals of marketing. Even in an age of digital marketing, social media, and unparalleled audience-enablement, the topics learned long ago are still just as relevant.

How does it work?

This Marketing Strategy course includes 9 classes (each 5–12 minutes long). All classes are recorded and available online, anytime, on your computer or mobile device. Watch them at your convenience.

For each class, you'll have access to the class lecture (streaming media), as well as several types of support materials: the slide deck (PDF), the audio track (MP3, so you can listen to the lectures on other devices), a transcript (PDF), and a "cheat sheet" (PDF). Once you view all of the classes, you can download a Certificate of Completion (PDF).

Marketing Strategy includes these 9 classes:

Ground Rules

Marketing Fundamentals

Speaker:
Allen Weiss—CEO and Founder, MarketingProfs

ON-DEMAND: View at your convenience for 12 months

The dynamics of marketing change with the arrival of new technology, but the fundamentals remain the same. This class summarizes the principles of marketing you need to follow to be successful. You will learn the definition of marketing, the role of marketing analysis, the importance of a strong positioning statement, and how the marketing mix delivers that statement.

You will learn:

  • The definition of marketing
  • The role of marketing analysis
  • The importance of a strong positioning statement
Essentials

Master Marketing's 4 Ps—and Beyond

Speaker:
Paul Barsch—Fortune 500 Marketer

ON-DEMAND: View at your convenience for 12 months

Marketing's 4 Ps—product, price, place, and promotion—have long reigned as a framework for the mix of activities required to bring a product to market. With the advent of mobile technologies, some have proposed adding a few Ps to the mix. This class will compare old and new frameworks, and it will explore data-driven approaches to mastering today's marketing mix.

You will learn:

  • The "original" 4 Ps
  • Proposed new approaches to the 4 Ps
  • How to dominate the marketplace using the 4Ps
Planning

How to Do a SWOT Analysis

Speaker:
Ruth P. Stevens—President, eMarketing Strategy

ON-DEMAND: View at your convenience for 12 months

What is a strengths, weaknesses, opportunities, and threats (SWOT) analysis? It's an essential part of any marketing plan. In this class, we'll talk through a simple step-by-step approach for performing a SWOT analysis. Then we'll discuss how to apply what you learn from your analysis to your marketing objectives. We'll also review examples of effective SWOT analyses.

You will learn:

  • The benefits of performing a SWOT analysis
  • How to get started with a SWOT analysis
  • Examples of SWOTs in business and consumer markets
Targeting

Customer Segmentation: Who to Target?

Speaker:
Ruth P. Stevens—President, eMarketing Strategy

ON-DEMAND: View at your convenience for 12 months

Mass marketing no longer works. To be successful, you need to go after specific markets with targeted messages that address each group's unique needs and wants. Segmentation helps you market more efficiently. In this class, you will learn how to define a segment, the key segmentation variables used for business and consumer markets, and a three-stage segmentation process.

You will learn:

  • How to define a segment
  • The key segmentation variables
  • A three-stage segmentation process
Competitors

Understand Your Market and Maintain Your Competitive Edge

Speaker:
Ellen Naylor—President, The Business Intelligence Source

ON-DEMAND: View at your convenience for 12 months

Gathering competitive intelligence (CI) is an essential practice for any company that wants to move ahead of the competition—or even just stay in business. In this class you will learn what CI is and isn't, why to use it, and how to do it ethically. We'll discuss the CI process, including how to collect valuable information using the Internet, social media, and old-fashioned conversations.

You will learn:

  • How to conduct competitive intelligence
  • The competitive intelligence process
  • How to collect valuable competitive intelligence
Trust

Six Ways to Build a Trusted Brand

Speaker:
John Morgan—Author, Speaker, Consultant

ON-DEMAND: View at your convenience for 12 months

Have you been searching for the formula for brand loyalty? Look no further. To become a trusted go-to resource for customers (and prospects), you need to demonstrate your expertise, break down communication barriers and engage customers, and promote your brand accurately. Here you'll learn six tips that will help you become a trusted brand with loyal customers.

You will learn:

  • To demonstrate your expertise
  • How to break down communication barriers to engage your customers
  • Six tips to help you become a trusted brand
Planning

The Power of a Campaign Plan

Speaker:
Debra Ellis—Founder, Wilson & Ellis Consulting

ON-DEMAND: View at your convenience for 12 months

Every successful marketing campaign begins with a solid plan. Creating a plan for an integrated campaign will position your organization ahead of the competition and provide a road map for your marketing activities. You will learn why planning is important, which components need to be included, the benefits of following a plan, and the characteristics of strong objectives.

You will learn:

  • Why campaign planning is important
  • Which components need to be included in your campaign plan
  • Characteristics of good campaign objectives
Communication

How to Build an Integrated Communications Plan

Speaker:
Ruth P. Stevens—President, eMarketing Strategy

ON-DEMAND: View at your convenience for 12 months

There are an overwhelming number of online and offline media outlets these days. In this class, you will learn the top media choices for business and consumer markets; how to select the best media for your marketing objectives; why integration across channels is important; and how to break down the barriers that get in the way of delivering a unified message to your audiences.

You will learn:

  • The top media choices for business and consumer markets
  • How to select the best media based on your marketing objectives
  • How to break down the barriers to deliver a unified message
Metrics

Uncover the Power of Persuasive Analysis

Speaker:
Ellen Naylor—President, The Business Intelligence Source

ON-DEMAND: View at your convenience for 12 months

An important part of any marketer's job is to communicate findings concisely and persuasively. In this class, we will cover some key analytical tools—including Porter's Five Forces, STEEP, The Boston Consulting Group's Share of Market, and Slywotzky's Radar Screen—which can help you tell your story to your management team, visually and clearly.

You will learn:

  • The value of persuasive analysis
  • Four key analytical tools
  • How to persuasively convey your findings