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Setting Marketing Objectives, Strategies and Action Plans

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

  • Duration

    2 weeks
  • Weekly study

    8 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

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 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 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