Certificate of Achievement
has completed the following course:
Developing Your Marketing Strategy
The University of Adelaide
This online course covered the process of developing a marketing strategy, including the key steps of the process and setting marketing goals and objectives, identifying your identity and your audience as well as targeting them, developing key messaging and identifying effective channels to connect it with, and how to evaluate, implement and review the strategy you've developed.
4 weeks, 1 hour per week
Jennie Shaw
Deputy Vice-Chancellor and Vice-President (Academic)
The University of Adelaide
Transcript
Learning outcomes
- Explain the alignment of marketing strategies with business or organisational goals.
- Describe the importance of marketing, communication, and PR activities in achieving business or organisational goals.
- Identify possible challenges to be overcome when implementing marketing strategies.
- Critique existing marketing strategies and programs to recommend improvements.
Syllabus
Week 1: Why?
- What is strategy?
- Why it is important?
- What is the difference between strategy and planning?
- Integrated communication – marketing, communication and PR
- Setting goals and objectives
- Why market?
- Why your business over a competitor?
- The structure of a good marketing strategy
Week 2: Who?
- Who are you – positioning strategies
- Who are you – brand essence
- The competitive landscape - where are your competitors positioned?
- Who are your target audiences?
- Buyer personas and how to define them
- The mechanics of demographics
- How do they view your vision?
Week 3: What?
- The art of pushing buttons - what will your messaging be?
- Key messages and voice
- Your value proposition … in the words of your audience
- What marketing and communication channels are available?
- Where are your audience currently and where are they looking?
- What risk strategies do you have in place?
- A breakdown of the resources required – budget, time
Week 4: How and when?
- How will your strategy be implemented?
- The when of customer timing
- How will you evaluate your marketing activities
- Review strategies
In association with
Issued on 6th March 2024
The person named on this certificate has completed the activities in the transcript above. For more information about Certificates of Achievement and the effort required to become eligible, visit futurelearn.com/proof-of-learning/certificate-of-achievement.
This certificate represents proof of learning. It is not a formal qualification, degree, or part of a degree.