How to analyse a dynamic marketing environment, identifying the opportunities and challenges that can impact a strategy

What you'll learn

Analyse the marketing environment & identify opportunities and challenges for a business.

Segment markets effectively, target the right customers, and position products successfully.

Understand consumer behaviour and the key steps in the customer decision-making process.

Develop comprehensive marketing strategies and make informed pricing decisions for products/services.

Requirements

For a better learning experience, we suggest you to use a laptop / mobile phone / pen and paper for taking notes, highlighting important points, and making summaries to reinforce your learning.

No prior knowledge or experience in marketing is required. This course starts with the fundamentals and builds from there. A basic understanding of business concepts is helpful but not essential. All you need is a willingness to learn how companies connect with their customers and build successful brands!

Description

Are you ready to understand the fundamental principles that drive business success in today's competitive landscape? Do you want to learn how companies connect with their customers, build strong brands, and achieve sustainable growth? This comprehensive "Marketing Management" course is designed to provide you with a solid foundation in the core concepts and strategies essential for effective marketing in any industry.We'll start by introducing you to the world of marketing management and its crucial role in business. You'll learn how to analyse the dynamic marketing environment, identifying the opportunities and challenges that can impact a company's strategy. A key focus will be on understanding your customers: we'll dive deep into market segmentation, teaching you how to divide the market into meaningful groups, target the most promising segments, and position your product or service effectively in their minds. You'll also explore the fascinating world of consumer behaviour, understanding how customers make decisions and what influences their choices.Building on this foundation, you will learn the process of developing robust marketing strategies. We'll cover strategy formulation, exploring different approaches to compete and create value. Pricing is a critical element, and you'll gain insights into various pricing strategies and how to make informed pricing decisions. Finally, we'll examine Integrated Marketing Communications (IMC), understanding how to coordinate different communication channels to deliver a consistent and impactful message to your target audience.By the end of this course, you will have a comprehensive understanding of the marketing management process, from analysing the environment and understanding customers to developing strategies and executing communication plans. Whether you're an aspiring marketing professional, a business student, an entrepreneur, or simply curious about how marketing works, this course will equip you with the knowledge and skills to navigate the exciting world of marketing.Join us to unlock your potential in marketing management and learn how to drive business success by effectively connecting with your customers!Course provided by MTF Institute of Management, Technology and FinanceMTF is the global educational and research institute with HQ at Lisbon, Portugal, focused on business & professional hybrid (on-campus and online) education at areas: Business & Administration, Science & Technology, Banking & Finance. MTF R&D center focused on research activities at areas: Artificial Intelligence, Machine Learning, Data Science, Big Data, WEB3, Blockchain, Cryptocurrency & Digital Assets, Metaverses, Digital Transformation, Fintech, Electronic Commerce, Internet of Things. MTF is the official partner of: IBM, Intel, Microsoft, member of the Portuguese Chamber of Commerce and Industry.MTF is present in 217 countries and has been chosen by more than 775000 students.Course Author:Dr. Alex Amoroso is a seasoned professional with a rich background in academia and industry, specializing in research methodologies, strategy formulation, and product development. With a Doctorate Degree from the School of Social Sciences and Politics in Lisbon, Portugal, where she was awarded distinction and honour for her exemplary research, Alex Amoroso brings a wealth of knowledge and expertise to the table.In addition to her doctoral studies, Ms. Amoroso has served as an invited teacher, delivering courses on to wide range of students from undergraduate level to business students of professional and executives courses. Currently, at EIMT in Zurich, Switzerland, she lectures for doctoral students, offering advanced instruction in research design and methodologies, and in MTF Institute Ms. Amoroso is leading Product Development academical domain.In synergy between academical and business experience, Ms. Amoroso achieved high results in business career, leading R&D activities, product development, strategic development, market analysis activities in wide range of companies. She implemented the best market practices in industries from Banking and Finance, to PropTech, Consulting and Research, and Innovative Startups.Alex Amoroso's extensive scientific production includes numerous published articles in reputable journals, as well as oral presentations and posters at international conferences. Her research findings have been presented at esteemed institutions such as the School of Political and Social Sciences and the Stressed Out Conference at UCL, among others.With a passion for interdisciplinary collaboration and a commitment to driving positive change, Alex Amoroso is dedicated to empowering learners and professionals for usage of cutting edge methodologies for achieving of excellence in global business world.

Overview

Section 1: Introduction

Lecture 1 Introduction to Marketing Management

Lecture 2 Introduction to Marketing Management

Section 2: Marketing Management

Lecture 3 Marketing Environment Analysis

Lecture 4 Market Segmentation, Targeting, and Positioning

Lecture 5 Consumer Behaviour and Decision-Making Process

Lecture 6 Marketing Strategy Development

Lecture 7 Strategy Formulation

Lecture 8 Pricing Strategies and Pricing Decisions

Lecture 9 Integrated Marketing Communications (IMC)

Lecture 10 Exploring Beyond the Course

Lecture 11 Unlock Your Potential in Marketing Management

This course is ideal for aspiring marketing professionals, business students, entrepreneurs, small business owners, and anyone looking to understand the core principles of marketing management. If you want to learn how to analyse markets, understand customers, develop effective strategies, and make key marketing decisions, this course is for you.