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Setting Marketing Objectives, Strategies and Action Plans

Examine the development of appropriate product or service combinations for different consumer groups.

Setting Marketing Objectives, Strategies and Action Plans
  • Duration2 weeks
  • Weekly study8 hours

Tailoring the product or service to the consumer group

During this course, you’ll be identifying effective products or services that can be used to target different consumer groups.

You’ll also consider some of the major challenges inherent in marketing and explore how and why there has been a shift from product-based to relationship-based marketing.

What topics will you cover?

  • Product offering (inc portfolio planning)
  • The marketing mix
  • The extended marketing mix
  • The five Cs of marketing
  • The consumer in strategy

What will you achieve?

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

  • Critically assess the challenges inherent in modern marketing, particularly the move from product-centred to relationship-based marketing
  • Demonstrate a critical ability to develop marketing strategies, leading to sustainable competitive advantages

Who is the course for?

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

Please note that the individuals detailed in the ‘Who will you learn with?’ section below, are current staff members and may be subject to change.

Who developed the course?

Coventry University

Coventry secured gold in the UK Government’s 2017 Teaching Excellence Framework (TEF) and is University of the Year for Student Experience in The Times & The Sunday Times Good University Guide 2019.

  • Established1992
  • LocationCoventry