Author
Drew BoydReleased
9/20/2014You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
- Define marketing in an organization.
- Explain the planning process.
- Determine the scope of a marketing plan.
- Research competition and analyze products.
- Describe how to segment and target customers.
- Explain the 4Ps model.
- Understand and design distribution channels.
- Measure Key Performance Indicators.
Skill Level Beginner
Duration
Views
(chiming music) - Whether you're marketing a new product, a new service, or even marketing yourself, you'll be more successful if you follow a structured process. After all, there's a lot at stake when you're trying to market something. I'm Drew Boyd, and I've been in the marketing profession for over 30 years. I teach marketing to graduate students, and I help companies improve their marketing effectiveness. In this course, I'll share with you a framework for analyzing a market, developing effective strategies, and creating tactical marketing programs that link to your strategy.
I'll also share how to run the marketing planning process and how to organize a cross-functional team to help you create a marketing plan. If you work in the marketing function now, this course can help you sharpen your skills and add more depth to your current programs. If you're thinking about moving into marketing as a career, understanding the marketing planning process is an essential first step. Marketing is an exciting field, but it has to be practiced responsibly and ethically.
Through the concepts I'll share with you in this course, you'll begin to develop the skills that'll help you do just that.
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Introduction
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Welcome1m 20s
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Understanding Marketing's Role
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Marketing in an organization3m 32s
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Assembling the team3m 32s
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Creating the marketing plan2m 56s
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Analyzing Your Business
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Researching the competition3m 49s
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Analyzing your products3m 19s
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Analyzing your customers3m 47s
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Analyzing the buying process4m 28s
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Analyzing your market4m 15s
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Developing Your Strategy
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Segmenting your customers4m 23s
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Targeting your customers3m 55s
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Positioning your message4m 46s
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Setting goals3m 20s
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Developing the Tactical Phase
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Understanding the 4Ps model2m 50s
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Setting prices4m 11s
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Communicating price3m 5s
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Integrating all four Ps3m 49s
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Aligning the Organization
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Educating the sales team3m 27s
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Guiding vendors and agencies3m 19s
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Launching and Measuring Your Plan
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Budgeting3m 7s
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Conclusion
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Mastering marketing thinking3m 16s
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Next steps4m 14s
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Video: Welcome