A marketing strategy is the key plan in a business’ marketing management. It is the game plan for how a business will use the 4 Ps of the marketing mix – product, price, place and promotion – to reach prospective customers and turn them into loyal customers of the products or services the business provides. 

This module is primarily made up of two Coursera MOOC specializations, Marketing Strategy and Marketing Mix Implementation. Both specializations were heavily assignment focused – I had to produce a marketing strategy for a hotel chain and a marketing mix plan for Tesla – and, between the specializations, I was taken through the full marketing process. 

Not only was this module instrumental in allowing me to conceptualize how a company constructs a marketing plan, but it also allowed me to apply this same thinking to how I go about my marketing myself. 

19 Courses

Introduction to Marketing

Platform: Coursera

Institution: The Wharton Business School, University of Pennsylvania

Started: 05/11/2015

Finished: 02/12/2015

Go to course on Class Central

 

Market Research and Consumer Behavior

Platform: Coursera

Institution: IE Business School

Started: 28/10/2016

Finished: 06/01/2017

Go to course on Class Central

 

Positioning: What you need for a successful Marketing Strategy

Platform: Coursera

Institution: IE Business School

Started: 02/10/2016

Finished: 02/10/2016

Go to course on Class Central

 

Marketing Mix Fundamentals

Platform: Coursera

Institution: IE Business School

Started: 03/11/2016

Finished: 03/01/2017

Go to course on Class Central

 

The Marketing Plan

Platform: Coursera

Institution: IE Business School

Started: 10/12/2016

Finished: 03/02/2017

Go to course on Class Central

 

Marketing Strategy Capstone Project

Platform: Coursera

Institution: IE Business School

Started: 07/04/2017

Finished: 08/05/2017

Go to course on Class Central

 

Pricing Strategy

Platform: Coursera

Institution: IE Business School

Started: 22/03/2016

Finished: 01/01/2017

Go to course on Class Central

 

Brand and Product Management

Platform: Coursera

Institution: IE Business School

Started: 17/11/2016

Finished: 26/12/2016

Go to course on Class Central

 

Channel Management and Retailing

Platform: Coursera

Institution: IE Business School

Started: 25/11/2016

Finished: 27/12/2016

Go to course on Class Central

 

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more

Platform: Coursera

Institution: IE Business School

Started: 03/12/2016

Finished: 26/12/2016

Go to course on Class Central

 

Marketing Mix Implementation Capstone

Platform: Coursera

Institution: IE Business School

Started: 18/01/2017

Finished: 23/04/2017

Go to course on Class Central

 

Building an Integrated Online Marketing Plan

Platform: LinkedIn

Institution: LinkedIn Learning

Started: 02/03/2018

Finished: 04/08/2018

Go to course

 

Marketing Management I

Platform: Coursera

Institution: University of Illinois at Urbana-Champaign

Started: 31/12/2016

Finished: 09/02/2017

Go to course on Class Central

 

Marketing Management II

Platform: Coursera

Institution: University of Illinois at Urbana-Champaign

Started: 09/02/2017

Finished: 16/02/2017

Go to course on Class Central

 

Intro to International Marketing

Platform: Coursera

Institution: Yonsei University

Started: 08/03/2018

Finished: 09/03/2018

Go to course on Class Central

 

International Marketing Entry and Execution

Platform: Coursera

Institution: Yonsei University

Started: 09/03/2018

Finished: 29/03/2018

Go to course on Class Central

 

International B2B (Business to Business) Marketing

Platform: Coursera

Institution: Yonsei University

Started: 29/03/2018

Finished: 18/04/2018

Go to course on Class Central

 

International Hospitality & Healthcare Services Marketing

Platform: Coursera

Institution: Yonsei University

Started: 18/04/2018

Finished: 19/04/2018

Go to course on Class Central

 

International Entertainment and Sports Marketing

Platform: Coursera

Institution: Yonsei University

Started: 19/04/2018

Finished: 20/04/2018

Go to course on Class Central

 

2 Books

Marketing: A Love Story: How to Matter to Your Customers

Author: Bernadette Jiwa

Publisher: Createspace Independent Publishing Platform

Published: 2014

Started: 26/06/2015

Finished: 30/06/2015

Go to book on Goodreads

 

Free: The Future of a Radical Price

Author: Chris Anderson

Publisher: Hachette Books

Published: 2009 (first published November 2009)

Started: 29/01/2014

Finished: 22/06/2014

Go to book on Goodreads

 

Nobody can tell you what to stand for, or how your values, wants and needs should intersect with those of your customers and then manifest as a business, an idea or an experience. Figuring out the destination is hard – but recognising it is more valuable than knowing exactly how you’re going to get there. Until you do the hard work of understanding the ‘why’ and the ‘who for’, every tactical ‘how to’ has the potential to take you down the wrong track.

Bernadette Jiwa, Marketing: A Love Story, 2014:26