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The Marketing Audit and the Application of Marketing Models, Frameworks and STP

Introducing the tools needed to analyse marketing intelligence, including environmental analysis and marketing frameworks.

  • Duration

    2 weeks

  • Weekly study

    8 hours
Overview
Requirements

Explore how to utilise marketing audits and apply marketing models

This course will explore in detail the tools and frameworks used in the marketing audit process.

You will have the opportunity to understand the information that marketing audits can provide and how this intelligence can be utilised to achieve competitive advantage. You will also explore how marketing models and frameworks can be effectively used to support business goals.

What topics will you cover?

  • Macro audits (PESTEL)
  • Competitive environment (including Porter’s 5 Forces)
  • Market environment
  • Internal audits and SWOT
  • Strategic elements of the marketing audit
  • Strategic roadmaps

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...

  • Understand, critically, the marketing audit process
  • Use appropriate frameworks with discernment
  • Synthesise and analyse marketing intelligence to achieve competitive advantage

Who is the course for?

This course is designed for anyone interested in learning more about marketing strategy.

Who developed the course?

Coventry University

Coventry secured 5 QS Stars for Teaching and Online Learning in the QS World University Ranking 2020 and has received No. 1 in the world for Massive Open Online Courses in MoocLab’s World University Ranking 2021.

  • Established

    1992

  • Location

    Coventry

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

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