FutureLearn

Strategic Marketing: Marketing Orientation and the Marketing Planning Process (FutureLearn)

Offered by Coventry University,
Strategic Marketing: Marketing Orientation and the Marketing Planning Process (FutureLearn)

Study the difference between marketing planning, strategy and tactics, and how to implement key strategic marketing frameworks. Explore how to develop marketing goals and tactical marketing objectives On this course, you’ll be taught what marketing strategy is and have the chance to build your professional skills in marketing strategy, planning, and tactics.

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Alongside digital marketing experts from Coventry University, you’ll be encouraged to investigate key strategic marketing frameworks, including Ansoff’s Growth Strategy and the Segmentation, Targeting and Positioning model.
You’ll have the opportunity to learn how to develop strategic goals and tactical objectives for a given organisation and how to form business missions and marketing objectives.

What topics will you cover?

  • Marketing benefits and barriers
  • Business missions
  • Marketing objectives
  • The Segmentation, Targeting and Positioning model
  • Competitive strategy
  • Ansoff’s Growth Strategy

What will you achieve?
By the end of the course, you‘ll be able to...

  • Develop strategic goals and tactical objectives for a given organisation
  • Critically apply STP and strategic frameworks such as Ansoff’s matrix and other marketing frameworks
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