• Lectures: 10
• Duration: 70 hours

Your guide to effective marketing campaigns

Course Overview

Effective marketing practice requires critical analysis of the marketing environment and application of basic marketing mix tools available to marketing professionals. In this course, you will learn about the basic building block of the marketing mix and develop the skills to successfully implement these tools to produce successful marketing campaigns. Further to this, you will be introduced to the key elements used to develop a practical marketing plan; from understanding consumer segmentation, targeting and positioning to the implementation and control of the marketing program.

What you will learn

+ The essential principles of marketing in a changing world.

+ How marketing professionals take advantage of the rapid change in technology, which has become an

important part of modern marketing, by integrating new technologies across all marketing activities.

+ How to gather relevant and usable market information that examines consumer

behaviour and then implement these insights to engage the consumer.

+ The importance of product and branding strategies with a focus on key issues such

as brand equity, brand positioning, brand management and rebranding.

+ What marketing professionals need to consider when developing new products and brand

development and how to manage the product and/or brands over their life cycle.