Develop your understanding of the extended marketing mix

Marketing is everywhere, with every business utilising it in some form. A critical part of successful marketing is understanding the marketing mix and knowing how to adapt it to your specific environment.

On this four-week course from Sentinel|9, you’ll learn all about the marketing mix and how to manage the marketing function. You’ll also examine current marketing practise in a diverse range of contexts, explore a wide array of marketing tools, and discover how to develop a marketing plan.

Learn the tools to analyse the marketing environment

In order to properly analyse the marketing situation, there are a number of tools and techniques that you can utilise.

You’ll be guided through a range of marketing theories to lay the foundation for designing plans for a variety of marketing situations. You’ll then explore tools such as PESTLE, five-forces, SWOT analysis, and Porter’s value chain, which will allow you to successfully conduct and assess situational and macroenvironmental analyses.

Discover how to design real-world branding strategies

Through case studies, you’ll examine the various aspects of marketing strategies with real-world examples. You’ll look at Nespresso to assess creating competitive advantage before analysing the positioning and branding failures of the Amazon Fire phone.

Build and execute a marketing plan

Once you’ve explored the relevant marketing tools, channels, and functions, you’ll pull your new skills together to look at how to formulate and execute a marketing plan.

You’ll learn the individual components of the plan and how to tie it into the overarching business plan. Then, you’ll explore target audiences, positioning, and the different metrics to use, before developing an action plan to execute your strategies in real-world contexts.

Syllabus

Week 1
Marketing and the firm
- Course welcome
  Welcome to the this course on Marketing. Let's get going!
- Marketing and the firm part 1
  In this activity you will cover the basic principles of marketing and touch on the definition of marketing. You will also explore the definition of marketing and learn about marketing exchange.
- Marketing and the firm part 2
  In this activity, you will explore the concepts of competitive advantage and BCG's advantage matrix model.
- End of Week 1 wrap up
  A review of what's been covered and looking forward to next week
Week 2
Situational marketing analysis
- Weekly welcome
  Find out what's happening this week.
- Situational marketing analysis
  Situational analysis includes competitor analysis, external market place and environmental factors, internal firm analysis, customer analysis, and marketing-related testing and consumer preference.
- End of Week 2 wrap up
  A review of what's been covered and looking forward to next week
Week 3
Microenvironments - industry and market
- Weekly welcome
  Find out what's happening this week.
- Industry and market analysis
  We explore the internal factors within which a firm functions. Let's begin with industry and market analysis.
- Enterprise value chain and competitor analysis
  We will explore value-chain analysis and competitor analysis as useful tools to provide value to customers and to maximise profit.
- End of Week 3 wrap up
  A review of what's been covered and looking forward to next week
Week 4
Formulating and executing the marketing plan
- Weekly welcome
  Find out what's happening this week.
- Formulating a marketing plan part 1
  In this first part, we explore the essential components of formulating a marketing plan.
- Formulating a marketing plan part 2
  In this second part, we continue to explore how to formulate the marketing plan.
- Executing the marketing plan
  Now that we know how to formulate a marketing plan, we explore the support tools and practices that assist the firm in executing the marketing plan.
- End of course wrap up
  It's the end of the course. Look back at what you've covered and consider what to do next.

When would you like to start?

Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.

Available now
Join - $89

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

Evaluate internal and external marketing environments, and stakeholder and customer relationships in a diverse range of marketing scenarios.
Design research to understand marketing theories, concepts, and techniques for designing marketing and risk management plans in a variety of marketing situations.
Design competitive positioning, branding and marketing strategies for real-world events.
Develop a high-level mastery in marketing skills and professional conduct required for market planning in diverse marketing contexts.
Evaluate and synthesise information from a wide range of sources to demonstrate research skills, and demonstrate the capacity to document research outcomes in marketing with sound analysis and recommendations.

Who is the course for?

This course is designed for business professionals, new and aspiring line managers, or companies that want to provide employees with marketing skills.

Who developed the course?

Sentinel|9

Sentinel|9 is an education content provider. They provide university-level content independently to offer a different pace of learning for individuals and institutions. They have a dynamic content library and Learning Management System (LMS) which is suitable for online, blended and face-to-face delivery.

FutureLearn

FutureLearn is a leading social learning platform and has been providing high quality online courses for learners around the world over the last ten years.

What's included?

This is a premium course. These courses are designed for professionals from specific industries looking to learn with a smaller group of like-minded individuals.

Unlimited access to this course
Includes any articles, videos, peer reviews and quizzes
Tests to validate your learning
Certificate of Achievement to prove your success when you're eligible
Download and print your Certificate of Achievement anytime

Join - $89

Still want to know more? Check out our FAQs

Learning on FutureLearn

Your learning, your rules

Courses are split into weeks, activities, and steps to help you keep track of your learning
Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

Experience the power of social learning, and get inspired by an international network of learners
Share ideas with your peers and course educators on every step of the course
Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

As you work through the course, use notifications and the Progress page to guide your learning
Whenever you’re ready, mark each step as complete, you’re in control
Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn