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            <p>Marketing serves as the primary engine for business growth, transcending simple advertising to become a fundamental strategic discipline. This course explores how marketing functions as a central organizational pillar, driving revenue generation and aligning business goals with the needs of key stakeholders. By examining the concept of customer creation, participants will understand that the ultimate purpose of any enterprise is to attract and retain a satisfied customer base, ensuring long-term sustainability. The curriculum emphasizes the transition from short-term sales tactics to a robust strategic mindset, enabling professionals to view complex business challenges through a marketing lens and influence broader corporate decisions.</p>

<p>Building on these strategic foundations, the course delves into the core logic of the marketing process, from analyzing the marketplace to capturing value through the delivery of superior customer utility. We will dissect the four types of utility—form, time, place, and possession—and examine how the integrated marketing mix of Product, Price, Place, and Promotion creates a cohesive brand identity and market positioning. Furthermore, the journey tracks the evolution of marketing thought, moving from historical production-focused models to modern, relationship-centric philosophies. By analyzing the internal and external marketing environment and distinguishing between customer needs, wants, and value propositions, learners will gain the insights necessary to navigate today’s competitive landscape with precision and customer-centricity.</p>
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Build a rock-solid foundation in modern marketing with Strategic Marketing Foundations: Principles, Mix, and Customer Centricity. This practical, strategy-first course demystifies what marketing truly is—and how it drives growth—by connecting core principles to real business outcomes. You’ll move beyond tactics and ads to master the marketing process, customer value creation, and the 4Ps (Product, Price, Place, Promotion) as an integrated system for positioning and competitive advantage. Learn how to analyze the marketing environment, define value propositions, and align decisions with customer needs to attract, retain, and delight audiences. From the evolution of marketing thought to customer-centric strategy, each module equips you with language, frameworks, and decision logic used by high-performing marketers. You’ll test your knowledge with quizzes and interactive activities while translating concepts into action. Whether you’re new to marketing, reskilling, or sharpening your strategic lens, this course helps you think like a marketer—connecting insights to strategy to measurable results.

EN-Week 1 Module 1: Strategic Marketing Foundations: Principles, Mix, and Customer Centricity

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            <p>Marketing is far more than a functional department; it is the fundamental engine that connects an organization’s capabilities to the evolving needs of its customers. This course, "Marketing Strategy: Connecting Customer Needs to Competitive Advantage," explores the discipline through a holistic lens, emphasizing Peter Drucker’s perspective that marketing is the entire business seen from the customer's point of view. Students will delve into how strategic marketing serves as the bridge between organizational goals and the competitive environment, moving beyond simple tactical actions to foster sustainable competitive advantages. By analyzing macro-environmental forces and the nuances of direct and indirect competition, the curriculum prepares leaders to integrate marketing logic into every facet of business operations.</p>

<p>Success in this program requires a transition into graduate-level engagement, where critical reading and analytical writing are essential tools for articulating complex strategies. The journey begins with a clear understanding of the course design and academic standards, followed by a deep dive into the strategic marketing process—spanning planning, implementation, and control. As the modules progress, the focus shifts toward developing a strategic mindset, enabling managers to balance immediate wins with the creation of long-term brand equity. Through a combination of foundational theory, interactive exercises, and rigorous assessments, participants will learn to use data-driven insights to deliver superior customer value and navigate the complexities of modern global markets.</p>
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Marketing Strategy: Connecting Customer Needs to Competitive Advantage is a practical, graduate-level course that reframes marketing as the engine of organizational strategy—not just a communications function. You’ll learn how to translate customer insight into focused choices that differentiate your brand, drive profitable growth, and build durable advantage. Through structured modules, you’ll master the marketing strategy process—from environment scanning and customer value creation to planning, implementation, and control. You’ll sharpen your strategic thinking, link marketing goals to enterprise objectives, and explore how macro forces and competitive dynamics shape winning moves. Expect a blend of guided lessons, interactive quizzes, and applied activities that build confidence in real-world decision-making. By the end, you’ll be able to articulate a clear strategic marketing plan, align cross-functional teams around customer value, and balance quick wins with long-term brand equity. Ideal for managers, analysts, and ambitious professionals, this course equips you with the tools, language, and frameworks to turn customer needs into competitive advantage.

EN-Week 1 Module 2: Marketing Strategy: Connecting Customer Needs to Competitive Advantage

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            <p>Marketing is far more than just advertising or sales; it is a comprehensive, systematic process designed to create, communicate, and deliver superior value to customers. This course explores how businesses achieve long-term success by prioritizing customer satisfaction and building loyalty loops that sustain growth. By distinguishing between the broader industry and specific business strategies, organizations can leverage competitive advantages to meet evolving market demands. Understanding these foundations allows professionals to move beyond transactional interactions and focus on the strategic delivery of value that resonates with a target audience.</p>

<p>Central to any effective marketing strategy is a deep understanding of the consumer decision-making process and the psychological motives that drive purchasing behavior. This curriculum examines how individuals search for information and evaluate alternatives, emphasizing the critical role of post-purchase behavior in securing future loyalty. To address these needs, the course breaks down the "Marketing Mix"—Product, Price, Place, and Promotion—as the essential toolkit for brand positioning. By integrating these elements, businesses can create a cohesive identity that stands out in a crowded marketplace.</p>

<p>Beyond tactical execution, modern marketing requires a shift from a traditional sales orientation to a customer-centric marketing orientation. This transition necessitates a strong ethical framework, where transparency and trust serve as the bedrock for long-term business value and brand reputation. As the course progresses, the focus shifts toward integrating these various functions into a holistic portfolio. By aligning all marketing efforts toward a common goal, organizations ensure consistency across channels and foster a sustainable ecosystem that benefits both the company and its customers.</p>
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Marketing Foundations: Delivering Value and Building Customer Loyalty is a practical, beginner-friendly course that demystifies what marketing truly is: a systematic process for creating and delivering customer value that fuels growth and long-term loyalty. You’ll learn how strategy, industry dynamics, and competition shape the way brands win, and you’ll master the essentials of the marketing mix—Product, Price, Place, and Promotion—plus the strategic power of positioning. We’ll unpack the consumer decision process from need recognition to postpurchase behavior so you can influence choices ethically, build trust, and encourage repeat business. Throughout the course, you’ll compare sales versus marketing orientations, understand why a customer-first mindset wins, and see how ethics and transparency drive brand reputation and lifetime value. By the end, you’ll know how to align channels, messages, and experiences into a cohesive marketing portfolio that consistently delivers value. Interactive elements, including a marketing mix crossword and quick knowledge checks, make learning engaging and memorable. Whether you’re launching a new venture, upskilling for a marketing role, or aiming to sharpen your strategic thinking, this course gives you the frameworks, language, and tools to create impact from day one.

EN-Week 3 Module 1: Marketing Foundations: Delivering Value and Building Customer Loyalty

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            <p>Marketing is often misunderstood as a simple exercise in promotion or advertising, but at its core, it is a rigorous discipline of customer creation and value delivery. This course explores the fundamental shift from tactical execution to strategic planning, emphasizing that a successful marketing strategy must be rooted in non-negotiable elements that prioritize customer needs above all else. By examining the transition from the traditional marketing mix—Product, Price, Place, and Promotion—to a comprehensive strategic framework, participants will learn why strategic planning must always precede the application of tactical tools. Central to this architectural foundation is the STP framework (Segmentation, Targeting, and Positioning), which serves as the essential blueprint for aligning business objectives with market realities.</p>

<p>Beyond the theoretical foundations, this curriculum delves into the practical application of market segmentation and the strategic commitment required for effective target market selection. You will analyze how to evaluate segment attractiveness and profitability while developing a robust positioning strategy that shapes customer perception and fosters meaningful differentiation. The course also addresses the modern landscape by integrating digital marketing as a powerful overlay to traditional methods, ensuring that digital tools and platforms amplify rather than replace fundamental principles. Finally, a critical focus is placed on the ethical dimensions of marketing, providing guidance on how to utilize data and demographics responsibly to drive insights without falling into the traps of stereotyping or unethical data handling.</p>
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Marketing Essentials: Strategy, Value, and the Marketing Mix is a practical, strategy-first course that shows you how real marketing creates customers—not just clicks. You will learn to design a clear, defensible marketing strategy before choosing tactics, so every campaign, channel, and investment maps back to customer value. Starting with the non-negotiables of sound strategy, you’ll master the STP framework (Segmentation, Targeting, Positioning) as the architectural backbone of marketing. Then you’ll translate strategy into action using the 4Ps—Product, Price, Place, and Promotion—to build meaningful differentiation. You’ll also discover how digital tools amplify—not replace—fundamental principles, and how to use data responsibly to avoid bias while driving insight. Through concise lessons, examples, and bite-sized quizzes, you’ll gain the confidence to select target markets, craft positioning statements, and align execution across channels. Whether you’re rethinking a go-to-market plan or building your first marketing roadmap, this course equips you to prioritize customer needs, focus resources, and drive measurable growth.

EN-Week 3 Module 2: Marketing Essentials: Strategy, Value, and the Marketing Mix

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            <p>Effective marketing begins with a deep understanding of how products create and deliver value to consumers. This course explores the foundational elements of product strategy, starting with the integration of the product within the marketing mix and the distinction between core customer value, the actual product, and the augmented product. By examining various product classifications—ranging from convenience to specialty goods—and analyzing the strategic implications of product mix breadth and line depth, participants will gain the tools necessary to manage a diverse portfolio. Understanding these dynamics is essential for any organization looking to align its offerings with customer needs and competitive market demands.</p>

<p>Beyond the physical or functional attributes of a product, the power of branding serves as a critical strategic asset that facilitates consumer decision-making and builds long-term equity. This curriculum delves into the components of brand identity and the mechanics of brand equity, emphasizing how awareness and loyalty drive sustainable value. Furthermore, the course addresses complex growth strategies, such as brand and line extensions, while highlighting the risks of brand dilution. To round out a holistic view of modern management, the modules also examine the ethical responsibilities of brands, focusing on conscious marketing and the vital role of trust and social responsibility in maintaining a brand’s standing within society.</p>
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Master the essentials of modern marketing and build products customers love with Marketing Fundamentals and Strategic Product Management. This practical, outcome-focused course connects the 4Ps with real-world product strategy—showing you how to create, position, and grow offerings that deliver meaningful customer value. You’ll learn to define core customer value, differentiate actual vs. augmented products, and architect product lines and mixes that align with market needs. Dive into branding as a strategic asset, unpack brand equity, and choose winning branding strategies—from individual and family brands to co-branding and private label approaches. You’ll also explore brand growth through extensions while avoiding dilution, and apply ethical, trust-centered principles that strengthen long-term brand value. Designed for marketers, product managers, founders, and career pivoters, the course blends clear frameworks, memorable examples, interactive knowledge checks, and a fun marketing vocabulary crossword to cement key terms. By the end, you’ll be able to translate insights into action: classify product types, calibrate customer involvement, focus your product portfolio, and leverage brand strategy to drive awareness, loyalty, and profitability—all while acting responsibly in society. Build a toolkit you can use immediately to shape positioning, roadmaps, and go-to-market plans with confidence.

EN-Week 4 Module 1: Marketing Fundamentals and Strategic Product Management

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            <p>Pricing stands as the most critical lever within the marketing mix, serving as the sole element that directly generates revenue while other components represent investments or costs. In "Marketing Foundations: Mastering the Mix and Strategic Pricing," the focus is on how price functions as a powerful communication tool, signaling quality and positioning to the target audience. By shifting from a purely cost-based mindset to a value-based perspective, organizations can better align their offerings with customer perceptions, ensuring that the price reflects the true worth of the product or service in the marketplace. Understanding this relationship is essential for any professional looking to impact an organization's overall profitability and strategic direction.</p>

<p>Navigating the complexities of pricing requires a deep understanding of the "Five Cs"—Company, Customers, Costs, Competition, and Channel members—which collectively define the boundaries of any pricing decision. This course delves into the economic foundations of demand, examining how price elasticity and demand curves dictate consumer behavior and sales volume. You will learn to analyze fixed and variable costs, perform break-even analyses, and evaluate competitive landscapes ranging from monopolies to pure competition. These analytical tools provide the necessary framework for selecting the most effective pricing orientation, whether the primary goal is profit maximization, sales growth, or maintaining a specific competitive position.</p>

<p>Beyond the numbers, successful pricing involves a sophisticated blend of strategic tactics and ethical responsibility. The curriculum examines diverse approaches such as market-skimming and penetration pricing, alongside consumer-oriented tactics like psychological pricing, bundling, and everyday low pricing (EDLP). Furthermore, the course addresses the critical legal and ethical dimensions of the field, highlighting the dangers of predatory pricing, price fixing, and deceptive practices. By mastering these concepts, you will be equipped to develop robust pricing strategies that not only drive sustainable revenue but also maintain brand integrity and comply with regulatory standards in both B2C and B2B environments.</p>
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Master the most measurable lever in the marketing mix—price. Marketing Foundations: Mastering the Mix and Strategic Pricing gives you a practical, end-to-end toolkit to set, communicate, and optimize prices that drive profitable growth. You’ll learn why price is the only P that generates revenue, how customers perceive value, and the proven frameworks marketers use to align price with product positioning, channels, and promotions. Build strong fundamentals across demand curves, elasticity, cost structures, and competitive landscapes, then translate insights into action with strategies like value-based pricing, skimming vs. penetration, EDLP vs. high–low, and both consumer and B2B pricing tactics. Along the way, you’ll practice with break-even analysis, markup calculations, and scenario planning to understand trade-offs and avoid costly price wars. The course also grounds your decisions in ethics and law, covering deceptive pricing, price fixing, predatory pricing, and price discrimination boundaries so you can protect brand trust while competing effectively. Whether you manage a brand, launch new products, or advise clients, you’ll finish with a clear, repeatable approach to price setting that elevates margins, accelerates adoption, and strengthens market position.

EN-Week 6 Module 1: Marketing Foundations: Mastering the Mix and Strategic Pricing

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            <p>Understanding the marketing mix is essential for any business professional, yet one element stands out for its direct impact on the bottom line. While product development, placement, and promotion focus on building and communicating value, price is the unique component responsible for capturing that value and generating revenue. This course moves beyond viewing pricing as a mere marketing tactic, instead framing it as a strategic economic discipline. By exploring the transition from traditional cost-plus models to sophisticated value-based approaches, participants will learn how markets function as price setters and how strategic pricing decisions dictate a firm's financial health within the broader economy.</p>

<p>The curriculum delves deep into the fundamental mechanics of the economy, specifically the laws of supply and demand. You will examine the inverse relationship between price and quantity demanded from the consumer's perspective, alongside the incentives that drive production levels for suppliers. Beyond these basic laws, the course covers the critical concepts of price elasticity and market equilibrium, providing the tools necessary to predict how price fluctuations influence total revenue. Through practical applications—such as analyzing finite capacity constraints and the dynamic pricing models used in the airline industry—this program bridges the gap between theoretical economic principles and real-world managerial strategy, ensuring a comprehensive grasp of how to optimize pricing in any market environment.</p>
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Master the art and economics of pricing with Marketing Fundamentals: Strategic Pricing and Economic Principles. This practical course bridges classic marketing strategy with real-world economic logic so you can set prices that grow revenue, protect margins, and deliver customer value. You’ll start by grounding yourself in the marketing mix and why price is the only revenue-generating lever—then move into the mechanics of markets: demand, supply, elasticity, and equilibrium. Through clear explanations, intuitive visuals, and applied examples, you’ll learn how customers respond to price changes, how producers adjust output, and how markets converge on prices that clear. From there, you’ll translate theory into action with strategic modules on finite capacity pricing, value curves, and dynamic pricing—highlighted by a deep dive into airline pricing that surfaces lessons transferable to SaaS, e-commerce, services, and more. By the end, you’ll think about pricing not as guesswork or cost-plus habit, but as a disciplined, data-informed strategic function. Whether you’re a marketer, product manager, entrepreneur, or analyst, you’ll gain a repeatable toolkit to diagnose market conditions, assess elasticity, align with capacity realities, and choose pricing strategies that scale. If you’re ready to move beyond intuition and build prices that reflect true customer value and market dynamics, this course is for you.

EN-Week 8 Module 1: Marketing Fundamentals: Strategic Pricing and Economic Principles

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            <p>Marketing success relies heavily on the final link in the supply chain: retailing. This course explores retailing as a strategic marketing function that bridges the gap between manufacturers and the end consumer. By examining how retailers create value through specific activities and market structures, participants will understand why the "Place" component of the marketing mix is vital for brand survival. We will analyze the diverse landscape of retail categories and the competitive forces that shape how products are positioned in the marketplace, providing a foundation for understanding how value is captured at the point of sale.</p>

<p>Beyond the physical or digital storefront, effective marketing requires a sophisticated approach to channel strategy and distribution intensity. This curriculum delves into the criteria for selecting retail partners that align with brand image and meet specific customer expectations. From intensive distribution for mass-market goods to exclusive partnerships for luxury brands, we will evaluate the strategic tradeoffs that influence brand perception. Furthermore, the course covers the integration of the expanded retail mix—including the six Ps—and the transition toward seamless omnichannel experiences that provide a sustainable competitive advantage in an increasingly complex retail environment.</p>
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Master the core principles that power modern marketing with Marketing Fundamentals: Strategy, Audience, and Retail Value Creation. This practical course demystifies how value is created and captured across the retail ecosystem—from manufacturers to channel partners to end customers. You’ll learn how to position retail as a strategic marketing function, select the right channel partners, and design distribution intensity that aligns with your brand and product strategy. Dive into today’s retail landscape, understand competitive dynamics, and build a compelling retail mix that blends product, price, place, promotion, presentation, and personnel. Go beyond theory with omnichannel integration strategies that deliver consistent experiences and measurable results across physical and digital touchpoints. Each module is designed to translate concepts into action, with clear frameworks, real-world examples, interactive review, and focused assessments to consolidate learning. By the end, you’ll know how to align audience needs with channel choices, reduce pure price competition, and craft retail experiences that differentiate your brand. If you’re ready to elevate your marketing strategy and turn retail into a scalable growth engine, this course provides the clarity, tools, and confidence to make it happen.

EN-Week 8 Module 2: Marketing Fundamentals: Strategy, Audience, and Retail Value Creation

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            <p>Effective marketing transcends simple promotion; it is fundamentally about the strategic creation and retention of customers through the delivery of value. Central to this process is the concept of "Place," the pillar of the marketing mix that ensures products and services are accessible to the right people at the right time. This course explores the intricate architecture of marketing channels, examining how value flows from producers to consumers through direct, indirect, and hybrid structures. By understanding the fundamental components of a distribution system, businesses can transform mere availability into a competitive advantage, ensuring that accessibility translates directly into consumer value.</p>

<p>Building upon these foundations, the curriculum delves into the strategic nuances of channel design and market coverage. Participants will analyze the logic behind intensive, selective, and exclusive distribution strategies, learning how these choices directly influence brand positioning and prestige. From the scarcity-driven allure of luxury goods to the convenience-focused clustering of retail hubs, the course examines how physical and digital locations shape the customer experience. Furthermore, the transition into modern ecosystems—including omnichannel strategies and platform-based distribution—highlights the complexities of maintaining a seamless journey across diverse touchpoints. The final modules integrate these concepts through the lens of Integrated Marketing Communications (IMC), utilizing the AIDA model to ensure that every message and interaction aligns with the brand’s strategic distribution goals.</p>
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Marketing Foundations: Strategic Distribution and Brand Positioning is a practical, outcome-focused course that shows you how to turn access into advantage. You will learn how the “Place” pillar of the marketing mix shapes customer value, brand perception, and growth—from classic channel structures to modern omnichannel ecosystems. Starting with the fundamentals, you’ll define what a marketing channel is, how value flows from producer to consumer, and where intermediaries add efficiency and experience. You’ll then design channel coverage strategies (intensive, selective, exclusive) aligned to market realities, geography, and product type—while understanding how location and convenience drive conversion. Next, you’ll explore how channel design reinforces brand positioning, including how scarcity, curation, and high-touch environments create prestige for luxury offerings. The course advances into omnichannel strategy, helping you integrate physical and digital touchpoints into seamless journeys, and evaluate platform distribution tradeoffs such as reach, margin, and potential channel conflict. Finally, you’ll connect distribution with messaging through Integrated Marketing Communications (IMC), ensuring consistent, data-responsible experiences that move customers from Attention to Action. By the end, you will be able to architect distribution strategies that protect your brand, maximize availability, and deliver cohesive customer experiences across every channel.

EN-Week 9 Module 1: On Marketing Channels - Creating Value - Part One

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            <p>Effective marketing serves as the backbone of any successful business by establishing a robust framework for creating and delivering value to the end consumer. This course explores the intricate mechanics of marketing channels, viewing them not merely as distribution paths but as comprehensive value creation systems. By examining how goods and services flow from producer to consumer, participants will gain a deep understanding of the marketing concept, which prioritizes identifying and meeting customer needs. The relationship between initial customer satisfaction and the development of long-term brand loyalty is central to this exploration, providing a foundation for sustainable business growth through a customer-centric approach.</p>

<p>Beyond the structural elements of delivery, this curriculum delves into the strategic integration of brand messaging and promotional efforts. Through the lens of Integrated Marketing Communications (IMC), the course highlights the necessity of maintaining consistency across all platforms to build trust and mitigate brand risk. It further examines how a leveraged sales force and targeted promotional strategies work in tandem to amplify market reach and reinforce the marketing mix. By the end of the program, learners will be equipped to manage the delicate balance of the brand promise, ensuring that every interaction contributes to a positive Customer Lifetime Value (CLV) and reinforces the overall integrity of the brand in a competitive marketplace.</p>
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Marketing Essentials: Strategy, Value Delivery, and Customer Loyalty is a practical, results-focused course designed to help you master the end-to-end marketing engine—from creating value through channels to building brands customers trust. You’ll learn how to architect marketing channels as value creation systems, apply the marketing concept to drive satisfaction and loyalty, and integrate the marketing mix to deliver a consistent brand promise across every touchpoint. Through clear frameworks, real examples, and quick assessments, you’ll connect strategy with execution: designing channel flows, aligning sales and promotion, and understanding how brand promises translate into Customer Lifetime Value (CLV). Whether you’re new to marketing or refining your strategy, this course equips you with tools to prioritize customer needs, coordinate teams, and communicate a clear, credible message. By the end, you’ll know how to reduce brand risk, sustain loyalty, and amplify impact through integrated marketing—so every campaign and channel works together to deliver measurable, long-term value.

EN-Week 10 Module 1: On Marketing Channels - Creating Value - Part two

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            <p>Marketing is a comprehensive strategic discipline that serves as the essential roadmap for organizational success. This course explores the fundamental components of a marketing plan, emphasizing how the four elements of the marketing mix—Product, Price, Place, and Promotion—integrate to achieve overarching business objectives. By understanding the marketing plan as a strategic roadmap, professionals can ensure that every tactical decision aligns with the long-term vision of the company, creating a cohesive approach to market engagement and value delivery. Participants will learn to bridge the gap between high-level business goals and the specific marketing actions required to reach them.</p>

<p>Beyond the basic framework, effective marketing relies heavily on rigorous environmental scanning and analytical depth. This curriculum delves into the nuances of SWOT analysis, teaching how to distinguish between internal strengths and weaknesses and external opportunities and threats. To move from qualitative observation to quantitative precision, the course introduces specialized tools such as the External Factor Analysis Summary (EFAS), Internal Factor Analysis Summary (IFAS), and the Strategic Factors Analysis Summary (SFAS). Furthermore, the role of modern technology is addressed, showcasing how Artificial Intelligence can be leveraged to gather data, validate strategic factors, and refine the decision-making process in an increasingly complex and data-driven global environment.</p>
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Master the essentials of modern marketing with Marketing Foundations: Strategy, Environment, and the Marketing Mix. This practical, strategy-first course shows you how to build a complete marketing plan that aligns with business goals and turns insight into impact. You’ll learn to analyze your internal capabilities and external environment, quantify what matters with EFAS/IFAS, and translate findings into clear strategic priorities using SFAS. From positioning and the 4Ps (Product, Price, Place, Promotion) to data-backed decision-making, you’ll gain a structured toolkit to plan, prioritize, and execute. We’ll also explore how AI accelerates environmental scanning, validates assumptions, and strengthens SWOT—while covering the ethical guardrails you need to use it responsibly. Ideal for marketers, founders, analysts, and career switchers, this course blends frameworks with real-world application, quizzes, and an interactive terminology game to reinforce learning. By the end, you’ll be confident building a concise, persuasive marketing plan that drives measurable results and guides cross-functional execution.

EN-Week 12 Module 1: Marketing Foundations: Strategy, Environment, and the Marketing Mix

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            <p>Marketing is a multifaceted discipline that begins with a clear understanding of the four Ps: Product, Price, Place, and Promotion. This course delves into the strategic role of promotion within the broader marketing mix, examining how businesses communicate value propositions to their target audiences. By exploring the promotion mix—a toolkit comprising advertising, public relations, sales promotion, personal selling, and direct marketing—participants will learn how to select the most effective channels to meet specific organizational goals. Understanding these foundational elements is crucial for developing a cohesive strategy that not only reaches consumers but also resonates with their needs and expectations.</p>

<p>Beyond the basic tools, successful marketing requires a deep dive into consumer psychology and strategic frameworks. We will examine how advertising functions as a catalyst for belief change and brand reinforcement, alongside the critical role of public relations in building long-term trust and credibility. The course also introduces the AIDA model (Attention, Interest, Desire, and Action) to map the customer journey and the principles of Integrated Marketing Communications (IMC) to ensure brand consistency across all touchpoints. From analyzing the viral potential of "contagion" in modern contexts to mastering the conversion funnel, this curriculum provides the essential insights needed to navigate the complexities of contemporary advertising and promotional strategy.</p>
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Master the building blocks of modern promotion and advertising with Marketing Essentials: Core Concepts, Promotion, and Advertising Strategy. This practical, beginner-friendly course demystifies the role of promotion within the broader marketing mix and shows you how to plan, execute, and measure impactful campaigns. You’ll start with the four Ps—Product, Price, Place, and Promotion—then dive into the promotion mix: advertising, public relations, sales promotion, personal selling, and direct marketing. Through clear frameworks like AIDA and Integrated Marketing Communications (IMC), you’ll learn how to attract attention, build interest, spark desire, and drive action—consistently across channels. Explore how advertising shifts consumer beliefs and strengthens brand recall, while PR builds credibility and trust with key stakeholders. Along the way, you’ll unpack core concepts such as value propositions, messaging strategy, reputation management, and viral/contagious ideas that spread across networks. The program blends concise instruction with engaging quizzes and a fun terminology crossword to reinforce learning. By the end, you’ll be able to map the customer journey, choose the right promotional tools for your objectives, and create coherent campaigns that connect strategy to results—whether you’re launching your first initiative or leveling up an existing plan.

Marketing - Jasso