MARKETING COURSES

Level One

1: What is Marketing Management? 

This course covers the basics of creating shareholder value via profitable customer-value creation. You'll learn the difference between strategic marketing and tactical marketing, the different features of a strategic vs. tactical marketing plan, and the business considerations that go into developing both kinds of marketing plans.

2. Two Market Models: Traditional and Contemporary Marketing

This course will help you refocus on profit generation within your firm as the main goal of marketing. By moving away from the traditional view of marketing as a response to customer needs, you'll begin to understand how contemporary marketing can help boost shareholder value, or profits, by focusing on customer value creation, or an increase in the spending a firm's customers do.

3. What is the Marketing Concept?

Firms can employ a variety of philosophical orientations to craft a market plan. The Traditional Market Model often aligns with product- and sales-oriented strategies, which are directed toward moving products. In contrast, companies who primarily employ the Contemporary Marketing Model use a market-oriented strategy to generate profits. The orientation strategy requires companies to focus on customer needs to achieve profits for its shareholders. Companies can and do use strategies from both models to market to their customers.