About the content
Evidence-based marketing provides the knowledge and skills needed to navigate the brave new world of digital marketing, to develop a marketing mix, and to create cost-effective marketing strategies that cut through the clutter.
There are plenty of courses that will teach you the principles and practices of marketing, and plenty of books that will introduce you to the next “big” thing. This is particularly true in the Internet age, with new digital marketing opportunities seeming to appear daily. Some have even questioned whether the basic principles and practices of marketing still apply in this new digital world.
Drawing on the evidence-based framework, this marketing course teaches managers how to evaluate the evidence in support of new and existing marketing strategies, guiding them to identify the best strategy for different stakeholders, and giving them the tools to evaluate the impact of their marketing activities.
The knowledge and skills developed in this course are an important addition to the arsenal of marketing analysts, emerging and established marketing managers, and market-oriented entrepreneurs.
This course is part of the Evidence-Based Management MicroMasters Program.
By the end of this course, students will be able to:
- Establish the relevant stakeholder groups that their organization needs to address in their marketing activity.
- Justify the choice of target audience for marketing communication.
- Integrate stakeholder knowledge and communication to solve customer needs.
- Deliver effective communication that reflects the complexity of real-world stakeholder issues.
Introduction to the key marketing theories and concepts.
Week 2: Strategy and applications
High level strategic considerations for stakeholder-based marketing.
Week 3: Tactics in marketing
Evidence for different marketing tactics that are applicable to different stakeholders.
Week 4: Defining the audience
Tools for evaluating feedback relating to marketing solutions for different stakeholders.
Week 5: Marketing by evidence
Collection, synthesis and analysis of marketing evidence.
Week 6: Context and applications
Review and reflect on the application of different marketing strategies and tactics in different contexts.
Lecturer in Marketing
Australian National University
Patrick L'Espoir Decosta
Australian National University
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