BUS1343 Marketing

COURSE DESCRIPTION

The Marketing course provides a comprehensive and advanced understanding of marketing strategies, tools, and techniques needed to succeed in a competitive business environment. This course is designed for professionals seeking to deepen their expertise in modern marketing practices, with a strong focus on digital marketing, customer engagement, brand management, and data analytics. Through a combination of theoretical frameworks and practical applications, participants will learn how to design and execute marketing plans that drive business growth, build brand equity, and foster long-term customer relationships.

The course covers critical aspects of the marketing process, from market research and product development to brand positioning and customer retention strategies. Participants will gain insights into how to adapt marketing techniques to evolving market conditions and leverage the latest marketing technologies and platforms. By the end of the course, students will be equipped with the skills necessary to make informed marketing decisions and lead successful marketing campaigns in a dynamic, global marketplace.

Key Points

1. Marketing Strategy and Planning: This key point focuses on how to develop comprehensive marketing strategies that align with business goals. Participants will learn the importance of conducting market research, performing competitive analysis, and creating targeted marketing plans. Topics include setting clear marketing objectives, identifying target markets, and crafting strategies that adapt to market trends and customer needs.
2. Digital Marketing Strategies: In this section, participants will explore various digital marketing tools and strategies, including social media, content marketing, SEO, and paid advertising. The importance of integrating digital platforms into marketing efforts and measuring their effectiveness through analytics will be emphasized.
3. Brand Management and Positioning: This key point covers the principles of building strong brands that resonate with target audiences. Participants will learn how to develop brand positioning strategies that differentiate their offerings in the marketplace. Topics include brand equity, brand identity, and creating consistent messaging that aligns with the company’s values and mission.
4. Customer Relationship Management (CRM) and Retention: Building and maintaining long-term customer relationships is critical for business success. This section focuses on CRM systems, customer segmentation, and retention strategies, with insights into personalizing marketing efforts to enhance customer experience and loyalty.
5. Market Research and Data Analytics: Participants will learn how to use market research and data analytics to inform marketing decisions, covering both qualitative and quantitative research methods, data collection, and analysis to gain insights into customer preferences and market trends.
6. Content Marketing and Influencer Strategies: This final key point focuses on creating valuable content to attract and retain customers, covering content marketing strategies like blogs, videos, podcasts, and influencer marketing for reaching new audiences and building brand credibility.

Core Learning Outcomes

• Develop Strategic Marketing Plans: Formulate marketing strategies that align with business goals, supported by comprehensive market research and competitive analysis.
• Execute Digital Marketing Strategies: Utilize digital marketing tools, including SEO, social media, and content marketing, to drive engagement and business growth.
• Implement Effective Brand Management: Develop and manage brand positioning strategies that strengthen brand equity and differentiate offerings.
• Enhance Customer Retention through CRM: Apply CRM techniques and customer retention strategies to build long-term relationships and loyalty.
• Apply Market Research and Data Analytics: Utilize data analytics to gain insights into market trends and customer preferences, supporting data-driven marketing decisions.
• Leverage Content and Influencer Marketing: Develop content marketing strategies and engage with influencers to enhance brand reach and credibility.