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MBA Business Level Marketing

Learn how to manage the marketing function in any business, by following the marketing management process
Instructor:
Damian Foster
1,200 students enrolled
English [Auto-generated]
Lead the marketing function within any organisation
Understand the marketing management process
Integrate marketing plans with company strategies
Complete market opportunity analysis
Make effective product, pricing, distribution (place) and promotion decisions
Choose the correct marketing programmes for selected situations
Implement and control marketing programmes

The business level marketing course is designed to provide you with the necessary skills and knowledge, to manage the marketing function within any business.

Working through the ‘Marketing Management Process’, you will work through a proven process, to effectively manage marketing.

Ideally you will complete at least one course lecture per day, meaning you will complete the whole course over the period of 55 days.

As mentioned the course follows the marketing management process, and is split up into 5 distinct areas.

  1. Integrating marketing plans with company strategies
  2. Market opportunity analysis
  3. Marketing programme components (4 P’s of marketing)
  4. Strategic marketing programmes for selected situations
  5. Implementation and control

The course is ideal for any business professional, entrepreneur, or marketer looking to improve their business and marketing skills.

The Marketing Management Process

1
Introduction To The Marketing Management Process
This module provide an introduction to the whole course, and ensures you are setup ready to go.
2
A Few Important Marketing Points

What You’ll Learn…

  • Why marketing decisions are important
  • How do successful exchanges happen
  • Who markets and who buys
  • Parties involved in an exchange
  • Customer needs and wants
  • What gets exchanged
  • How exchanges create value
  • The importance of long-term customer relationships
  • Brand equity
  • Defining a market

Corporate Strategies And Their Marketing Implications

1
Three Levels Of Strategy

What You’ll Learn…

  • Marketing’s role in formulating and implementing strategies
  • Market oriented management
  • Three levels of strategy
  • Hierarchy of strategies
2
Marketing Implications Of Corporate Strategy Decisions - Part 1

What You’ll Learn…

  • Marketing influences on the corporate scope
  • Defining the corporate mission
  • Corporate objectives
  • Marketing implications of corporate objectives
  • Corporate growth strategies
  • Allocating corporate resources
  • Portfolio models
  • Value based planning
  • Sources of synergy
3
Marketing Implications Of Corporate Strategy Decisions - Part 2

Business Strategies And Their Marketing Implications

1
Business-Unit Level Strategic Decisions

What You’ll Learn…

  • Strategic decisions at the business-unit level
  • The design of business-units
  • Business-unit objectives
  • Allocating resources to business-units
2
How Do Businesses Compete?

What You’ll Learn…

  • Generic business-level competitive strategies
  • Prospector strategy
  • Analyser strategy
  • Defender strategy
  • Reactor strategy

3
Differences In Competitive Strategies

What You’ll Learn…

  • How competitive strategies differ
  • Differences in scope
  • Differences in goals and objectives
  • Differences in resource deployment
  • Differences in sources of synergy
4
Appropriate Strategies

What You’ll Learn…

  • Which strategy is appropriate, and when
  • Appropriate conditions for a prospector strategy
  • Appropriate conditions for an analyser strategy
  • Appropriate conditions for a defender strategy
5
How Business Strategies Influence Marketing Decisions

What You’ll Learn…

  • How business strategies influence marketing
  • Product policies
  • Pricing policies
  • Distribution policies
  • Promotion policies

Environmental Analysis – Finding Those Attractive Markets

1
Introduction To Macro-Environmental Trends

What You’ll Learn…

  • Macro trend analysis
  • The demographic environment
  • The sociocultural environment
  • The economic environment
  • The regulatory environment
  • The technological environment
  • The natural environment
2
Environmental Analysis And Marketing Decision Making

What You’ll Learn…

  • Prioritising trend categories
  • Information sources and outputs of macro trend analysis
  • Anticipating and responding to environmental change

Industry Analysis And Competitive Advantage

1
Markets And Industries

What You’ll Learn…

  • Defining markets and industries
  • Industry attractiveness
  • Determining the attractiveness of an industry
  • Changing competition and industry evolution
  • Critical success factors
2
How Individuals Respond To New Products

What You’ll Learn…

  • The adoption process
  • The rate of adoption
  • Adopter categories
3
Sustaining Competitive Advantage Over The Product Life Cycle

What You’ll Learn…

  • Life cycle curves
  • Market and competitive implications of product life cycle stages
  • Strategic implications of the product life cycle

Consumer Buying Behaviour

1
The Decision Making Process

What You’ll Learn…

  • The psychological importance of the purchase, affects the decision making
  • How customers make high involvement purchase decisions
  • Low involvement purchase decisions
  • Understanding the target consumers level of involvement enables better marketing decisions
2
Why People Buy Different Things – Part 1

What You’ll Learn…

  • The marketing implications of psychological and personal influences
  • Perception and memory
  • Needs and attitudes
  • Demographics and lifestyles
3
Why People Buy Different Things – Part 2

What You’ll Learn…

  • The marketing implication of social influences

Organisational Markets And Buying Behaviour

1
Organisational Customers

What You’ll Learn…

  • Who is the customer
  • Purchase motives
  • Characteristics of organisational markets and marketing programmes
  • The organisational buying centre
2
How Organisational Members Make Purchase Decisions

What You’ll Learn…

  • Types of buying situations
  • The purchase decision-making process
  • Marketing implications of different organisational purchasing situations
3
Different Goods and Services, And Different Marketing Programmes

What You’ll Learn…

  • Categories of goods/services bought by organisations
  • Marketing implications

Forecasting And Market Research

1
A Forecasters Toolkit

What You’ll Learn…

  • Tools for forecasting
  • Statistical and quantitative methods
  • Observation method
  • Surveys
  • Analogy
  • Judgement
  • Market tests
  • Mathematics and forecasting
  • Things to look out for when forecasting
2
Why Marketing Research

What You’ll Learn…

  • Why marketing research is important
  • Market knowledge systems
3
Marketing Research Process

What You’ll Learn…

  • The marketing research process
  • What to ask when using market research

Market Segmentation And Target Marketing

1
How Market Segments Are Defined

What You’ll Learn…

  • Why market segmentation and target marketing are important
  • How segments are best defined
  • Segmenting demographically
  • Segmenting geographically
  • Behavioural segmentation
  • Innovative segmentation
2
Choosing Attractive Market Segments: A Five-Step Process

What You’ll Learn…

  • Steps in constructing a market attractiveness/competitive position matrix
  • How to evaluate potential target markets
3
Targeting Strategies And Global Market Segmentation

What You’ll Learn…

  • Niche-market strategy
  • Mass-market strategy
  • Growth-market strategy
  • Global market segmentation and target marketing

Positioning

1
Differentiation

What You’ll Learn…

  • Differentiation in business strategies
  • Differentiation among competing brands
  • Physical positioning
  • Perceptual positioning
  • How to establish brand positioning
2
The Foundation Of Marketing Strategies: The Brand Positioning Process - Part 1

What You’ll Learn…

  • The brand positioning process
  • Positioning grids
  • Value curves
  • Value propositions/positioning statements
  • Building brand equityTools for positioning decision making
3
The Foundation Of Marketing Strategies: The Brand Positioning Process - Part 2

The Four P’s Of Marketing – Product Decisions

1
Product Design Decisions For Competitive Advantage

What You’ll Learn…

  • Product design decisions for competitive advantage
  • Product decisions for goods and services
  • Product quality and feature decisions
  • Branding decisions
  • Branding strategies
  • Packaging decisions
  • Service decisions and warranties
2
Managing Product Lines

What You’ll Learn…

  • Line filling
  • Line stretching
  • Line extensions
  • Brand extensions
  • Dropping products
  • Product systems
3
New Product Development Process Decisions

What You’ll Learn…

  • Importance of new products
  • New product success and failure
  • Organising for new product development
  • Decisions in the new product development process
  • The stage-gate product development system

The Four P’s Of Marketing – Pricing Decisions

1
Product Design Decisions For Competitive Advantage - Part 1

What You’ll Learn…

  • The Price-setting decision process
  • Strategic pricing objectives
  • Estimating demand and perceived value
  • Estimating costs
  • Analysing competitor costs and prices
2
Product Design Decisions For Competitive Advantage - Part 2
3
Determining The Appropriate Price Level

What You’ll Learn…

  • Methods used to determine an appropriate price level
  • Cost-oriented methods
  • Competition-oriented methods
  • Customer-oriented methods
4
Pricing Structure – Adapting Prices To Market Variations

What You’ll Learn…

  • Geographic adjustments
  • Global adjustments
  • Discounts and allowances
  • Differential pricing
  • Product-line adjustments

The Four P’s Of Marketing – Distribution (Place) Decisions

1
Designing Distribution Channels

What You’ll Learn…

  • Why do multi-firm marketing channels exist
  • Objectives to be accomplished in designing distribution channels
  • Product availability
  • Meeting customers’ service requirements
  • Promotional efforts
  • Market information
  • Cost-effectiveness
  • Flexibility
2
Distribution Channel Institutions

What You’ll Learn…

  • What kinds of institutions are included
  • Channel design alternatives
3
Objectives And The Best Distribution Channel

What You’ll Learn…

  • Availability and the satisfaction of customer service requirements
  • Promotional effort, market information, and post-sale service objectives
  • Cost-effectiveness
  • Flexibility
  • Multichannel distribution
4
Channel Design For Global Markets

What You’ll Learn…

  • Market entry strategies
  • Channel alternatives
  • Channel design for services
5
Channel Management Decisions - Part 1

What You’ll Learn…

  • Vertical Marketing systems
  • Corporate VMS
  • Contractual VMS
  • Administered VMS
  • Relational VMS
  • Sources of channel power
  • Channel control strategies
  • Pull strategy
  • Push strategy
  • Trade promotions
  • Channel conflicts and resolution strategies
6
Channel Management Decisions - Part 2

The Four P’s Of Marketing – Promotion Decisions

1
The Promotion Mix

What You’ll Learn…

  • What is included in the promotion mix
  • Developing an integrated marketing communications plan
2
Promotional Decision Making - Part 1

What You’ll Learn…

  • Making advertising decisions
  • Making personal selling decisions
  • Making public relations decisions
3
Promotional Decision Making - Part 2

Marketing Strategies For Growth Markets

1
Market Entry Strategies

What You’ll Learn…

  • Market entry strategies
  • Pioneer strategy
  • Follower strategy
  • Determinants of success
2
Strategic Marketing Programmes for Pioneers

What You’ll Learn…

  • Marketing objectives and strategies for new product pioneers
  • Mass-market penetration
  • Niche penetration
  • Skimming and early withdrawal
  • Marketing programme components for mass market, niche and skimming strategies

Marketing Strategies For Growth Markets

1
Market Entry Strategies

What You’ll Learn…

  • Opportunities and risks in growth markets
  • Gaining share is easier
  • Share gains are worth more
  • Price competition is likely to be less intense
  • Early entry is necessary to maintain technical expertise
2
Growth Market Strategies for Market Leaders

What You’ll Learn…

  • Marketing objectives for share leaders
  • Marketing actions and strategies to achieve share-maintenance objectives
  • Fortress, or position defence, strategy
  • Flanker strategy
  • Confrontation strategy
  • Market expansion strategy
  • Contraction, or strategic withdrawal, strategy
3
Share Growth Strategies for Followers

What You’ll Learn…

  • Marketing objectives for followers
  • Marketing actions and strategies to achieve share growth
  • Deciding who to attack
  • Frontal attack strategy
  • Leapfrog strategy
  • Flanking and encirclement strategies

Marketing Strategies For Mature And Declining Markets

1
Strategic Choices in Mature Markets - Part 1

What You’ll Learn…

  • The transition from market growth to maturity
  • Strategic traps during the transition
  • Strategies for maintaining competitive advantage
  • Methods of differentiation
  • Methods of maintaining a low-cost position
  • Maximising lifetime volume through customer satisfaction and loyalty
2
Strategic Choices in Mature Markets - Part 2
3
Marketing Strategies for Mature Markets

What You’ll Learn…

  • Strategies for maintaining current market share
  • Strategies for extending volume growth
  • Increased penetration strategy
  • Extended use strategy
  • Market expansion strategy
  • Global market expansion – sequential strategies
4
Strategies For Declining Markets

What You’ll Learn…

  • Relative attractiveness of declining markets
  • Divestment or liquidation
  • Marketing strategies for remaining competitors
  • Harvesting strategy
  • Maintenance strategy
  • Profitable survivor strategy
  • Niche strategy

Organising And Planning For Effective Implementation

1
Designing Administrative Relationships For Implementation

What You’ll Learn…

  • The fit between business strategies and marketing programmes
  • Business-unit autonomy
  • Shared programmes and facilities
  • Evaluation and reward systems
2
Designing Appropriate Organisational Structures - Part 1

What You’ll Learn…

  • Functional competencies and resource allocation
  • Considerations for service organisations
  • Organisational structures
  • Functional organisations
  • Product management organisations
  • Market management organisations
  • Matrix organisations
  • Recent trends in organisational design
  • Organisational adjustments as firms grow and markets change
  • Organisational designs for selling in global markets
3
Designing Appropriate Organisational Structures - Part 2
4
Marketing Plans

What You’ll Learn…

  • Contents of an annual marketing plan
  • Situational analysis
  • Marketing strategy
  • Action plans
  • Projected profit-and-loss statement
  • Contingency plans

Measuring And Delivering Marketing Performance

1
Designing Marketing Metrics

What You’ll Learn…

  • Designing marketing metrics step by step
  • The control process
  • Specifying and obtaining feedback data
  • Evaluating feedback data
  • Taking corrective action
2
Design Decisions For Strategic Monitoring Systems/Marketing Performance - Part 1

What You’ll Learn…

  • Design decisions for monitoring systems
  • Identifying key variables
  • tracking and monitoring
  • Strategy reassessment
  • Design decisions for marketing performance
  • Who needs what information
  • When and how often is information required
  • What contingencies should be planned for
  • Global market control
3
Design Decisions For Strategic Monitoring Systems/Marketing Performance - Part 2
4
The Marketing Audit

What You’ll Learn…

  • Types of audit
  • Measuring and delivering marketing performance
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Access on mobile and TV
Certificate of Completion