Marketing Management

Although it is labelled as an advanced course on EDX, it is still a very primary level course that lacks in both breath and especially depth. 3-4 hours per week of effort is enough for preparation. At $214, it is definitely not value for money.

Here is a thorough breakdown of what the case actually contains so you can decide whether the course meets your needs

Module 1: Know your customer
Framework for Marketing Strategy – 5Cs, STP and 4P’s
Three principal consumer buying processes –Utilitarian, Low involvement, Hedonic – Know, Feel, Do
Buying process- Need recognition, information search, evaluate alternatives, purchase

Module 2: Getting Marketing Strategy Right
Segmentation – organizing customers into specific groups
Targeting – tailoring marketing actions to specific segment
Positioning- presenting your offering to your customer
Ways to blow positioning – Under, Over, Confused and Doubtful positioning
General format of positioning statements
The JC Penny Crises Case Study

Module 3: Ensure your products deliver on Strategy
Product Policy – Functional, Experiential and Symbolic
Product Line – Broad and Narrow pros and cons

Module 4: Leveraging Promotion and Branding
Kevin Keller's CBBE Pyramid

Module 5: Making Smart decisions about place – (3-4 Hours)
Channel design and management
Channel Conflict
Push vs Pull Promotion
Apply: Channels Simulator

Module 6: Conquer Pricing Strategy– 3 Hours
Three pricing strategies- Skimming, Penetration, Bundling
Cost-Plus Pricing: Just Say “No.”
Total Economic Value
Super Cool Systems- HVAC case
StrongCoat - The Cable Coating Case
Forbes Value-Based Pricing: Two Easy Steps To Implement And Two Common Pitfalls To Avoid

Module 7: Keeping a Customer Centered Approach – 3 Hours
Customer management model and loyalty
Behavioral and Attitudinal loyalty