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Marketing Management and Planning

A chance to learn how to apply marketing principles to existing businesses ventures, from SMEs to MNCs.

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  • Duration

    11 weeks

  • Weekly study

    10 hours
Overview
Requirements

Apply knowledge and skills to international business environments and projects

This module will give you the opportunity to critically understand marketing strategies and the role of planning in terms of resources and capabilities within a marketing context. The module is designed to guide you through the significance of contemporary marketing strategies for organisations.

You will have the opportunity to become familiar with issues related to the marketing strategies of an organisation, the role that planning plays, and how to leverage the availability of customer data to ensure optimisation of the resources and capabilities available for competitiveness.

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...

  • Critically evaluate the importance of strategic marketing management and planning within a global marketing context, utilising strategic methodologies and a range of digital (online) and traditional (offline) marketing channels.
  • Strategically assess a given company’s marketing management and planning approach in order to ensure the creation and capture of customer value.
  • Appraise and debate the literature of marketing management from a diverse range of perspectives, incorporating examples of market positioning, performance objectives and success factors.
  • Communicate effectively through visual, verbal and written formats online as appropriate to the organisational context, whilst utilising digital marketing industry standard terminologies.

Who is the course for?

Students of the MSc Digital Marketing with Data Analytics degree

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

Want to know more about learning on FutureLearn? Using FutureLearn