| Program Detail |
: This course builds on the concepts presented in the Principles of Marketing course and offers the knowledge and tools marketers need to design and implement a marketing plan and an integrated marketing communications strategy. From surveying the business landscape for opportunities and threats to evaluation methods to measure the success of your efforts, this course covers the information marketers need to position their company for success. Implementing Marketing Strategy takes an in-depth look at the fundamental concepts of marketing, including analysis methods for market research, brand positioning, integrated marketing communication strategies, and methods of qualitative and quantitative research, and it challenges you to apply your learning to real-world problems as you play the role of a marketing analyst for a fictional greeting card company, Shomei Cards.
A marketing plan is the blueprint a company follows when implementing a marketing strategy for new or existing products. These activities include conducting the marketing research to determine consumers' wants and needs in a new greeting card product and their motivations for purchasing greeting cards. In addition, you will conduct post launch research to measure the success of the introduction. Finally, you will develop a branding strategy for the new product and the marketing communication strategies to communicate the benefits of the new product to the marketplace. |
