- Welcome Note. 00:01:22
- Marketing in an organization 00:03:36
- Understanding the planning process 00:03:26
- Assembling the team 00:03:34
- Creating the marketing plan. 00:02:57
- Understanding B2B vs. B2C marketing. 00:03:08
- Focusing on your core business. 00:02:30
- Determining your marketing plans_ scope. 00:03:18
- Researching the competition. 00:03:52
- Analyzing your products. 00:03:21
- Analyzing your customers. 00:03:52
- Analyzing the buying process. 00:04:33
- Analyzing your market. 00:04:15
- Segmenting your customers. 00:04:28
- Targeting your customers 00:04:01
- Positioning your message 00:04:48
- Setting goals. 00:03:22
- Understanding the 4Ps model. 00:02:52
- Creating the right products and services. 00:03:43
- Setting prices. 00:04:16
- Communicating price. 00:03:11
- Setting promotional objectives. 00:04:07
- Sending your promotional message. 00:03:01
- Using social media to promote your products 00:04:02
- Understanding distribution channels. 00:03:38
- Designing distribution channels. 00:03:25
- Integrating all four Ps. 00:03:55
- Presenting to leadership teams. 00:03:14
- Educating the sales team. 00:03:31
- Guiding vendors and agencies. 00:03:25
- Calculating customer lifetime value 00:03:03
Whether you're rebuilding your marketing program from the ground up or leading the first campaign of your career, this course will help you lay the foundation for a successful marketing endeavor. Drew Boyd is a professor and consultant with 30+ years of marketing experience for major brands. In this course, he explains marketing's role in an organization; provides frameworks for analyzing a business, its customers, and its competitors; and shows how to develop a successful marketing strategy and use that strategy to inform everything from pricing to promotion.
You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
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