Marketing and Brand Management
Module 1
Marketing Strategy
19 Courses
Introduction to Marketing Platform: Coursera Institution: The Wharton Business School, University of Pennsylvania Started: 05/11/2015 Finished: 02/12/2015 Market Research and Consumer Behavior Platform: Coursera Institution: IE Business School Started: 28/10/2016 Finished: 06/01/2017 Positioning: What you need for a successful Marketing Strategy Platform: Coursera Institution: IE Business School Started: 02/10/2016 Finished: 02/10/2016 Marketing Mix Fundamentals Platform: Coursera Institution: IE Business School Started: 03/11/2016 Finished: 03/01/2017 The Marketing Plan Platform: Coursera Institution: IE Business School Started: 10/12/2016 Finished: 03/02/2017 Marketing Strategy Capstone Project Platform: Coursera Institution: IE Business School Started: 07/04/2017 Finished: 08/05/2017 Pricing Strategy Platform: Coursera Institution: IE Business School Started: 22/03/2016 Finished: 01/01/2017 Brand and Product Management Platform: Coursera Institution: IE Business School Started: 17/11/2016 Finished: 26/12/2016 Channel Management and Retailing Platform: Coursera Institution: IE Business School Started: 25/11/2016 Finished: 27/12/2016 Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more Platform: Coursera Institution: IE Business School Started: 03/12/2016 Finished: 26/12/2016 Marketing Mix Implementation Capstone Platform: Coursera Institution: IE Business School Started: 18/01/2017 Finished: 23/04/2017 Building an Integrated Online Marketing Plan Platform: LinkedIn Institution: LinkedIn Learning Started: 02/03/2018 Finished: 04/08/2018 Marketing Management I Platform: Coursera Institution: University of Illinois at Urbana-Champaign Started: 31/12/2016 Finished: 09/02/2017 Marketing Management II Platform: Coursera Institution: University of Illinois at Urbana-Champaign Started: 09/02/2017 Finished: 16/02/2017 Intro to International Marketing Platform: Coursera Institution: Yonsei University Started: 08/03/2018 Finished: 09/03/2018 International Marketing Entry and Execution Platform: Coursera Institution: Yonsei University Started: 09/03/2018 Finished: 29/03/2018 International B2B (Business to Business) Marketing Platform: Coursera Institution: Yonsei University Started: 29/03/2018 Finished: 18/04/2018 International Hospitality & Healthcare Services Marketing Platform: Coursera Institution: Yonsei University Started: 18/04/2018 Finished: 19/04/2018 International Entertainment and Sports Marketing Platform: Coursera Institution: Yonsei University Started: 19/04/2018 Finished: 20/04/2018
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 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
“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
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.