Strategic Marketing: Marketing Orientation and the Marketing Planning Process
Study the difference between marketing planning, strategy and tactics, and how to implement key strategic marketing frameworks.
- Duration2 weeks
- Weekly study3 hours
- 100% onlineTry this course for free
Strategic Marketing: Marketing Orientation and the Marketing Planning Process
Explore how to develop marketing goals and tactical marketing objectives
On this course, you’ll be taught what marketing strategy is and have the chance to build your professional skills in marketing strategy, planning, and tactics.
Alongside digital marketing experts from Coventry University, you’ll be encouraged to investigate key strategic marketing frameworks, including Ansoff’s Growth Strategy and the Segmentation, Targeting and Positioning model.
You’ll have the opportunity to learn how to develop strategic goals and tactical objectives for a given organisation and how to form business missions and marketing objectives.
What topics will you cover?
- Marketing benefits and barriers
- Business missions
- Marketing objectives
- The Segmentation, Targeting and Positioning model
- Competitive strategy
- Ansoff’s Growth Strategy
When would you like to start?
Start straight away and learn at your own pace. If the course hasn’t started yet you’ll see the future date listed below.
Available now
What will you achieve?
By the end of the course, you‘ll be able to...
- Develop strategic goals and tactical objectives for a given organisation
- Critically apply STP and strategic frameworks such as Ansoff’s matrix and other marketing frameworks
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 will you learn with?
A lecturer in marketing and advertising at Coventry University’s Business School, Rajlakshmi specialises in consumer behaviour, marketing and entrepreneurial branding.
An assistant professor in Marketing and Advertising, Dr. Anvita is also the Quality and Accreditation Lead for Marketing. She is experienced in leading collaborative international learning projects.
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
Join this course
Free
Join free and you will get:
- Access to this course for 4 weeks
Upgrade
Upgrade this course and you will get:
- Access to this course for as long as it’s on FutureLearn
- A print and digital Certificate of Achievement once you’re eligible
Unlimited
Buy Unlimited and you will get:
- Access to this course, and hundreds of other FutureLearn short courses and tests for a year
- A printable digital Certificate of Achievement on all short courses once you’re eligible
- The freedom to keep access to any course you've achieved a digital Certificate of Achievement on, for as long as the course exists on FutureLearn
- The flexibility to complete your choice of short courses in your own time within the year
Find out more about upgrades or Unlimited.
Available until 1 Apr 2021. T&Cs apply.
Advance your career with a degree
Since 2017 you have been able to take a degree on FutureLearn. This free course is a bit like a starter course for a degree — it should give you a flavour of the degree subject but can also be your first step towards a degree qualification.
If you enjoy this course you can apply to join the program it’s part of to start working towards a degree on FutureLearn.
Don’t worry, you can still take the course without doing a full degree!