Evidence-Based Stakeholder Marketing
list 6 séquences
assignment Niveau : Intermédiaire
chat_bubble_outline Langue : Anglais
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Les infos clés

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timer 48 heures de cours

En résumé

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.

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Les prérequis

Students are required to have completed EBM01x, and ideally, students should also have completed EBM02x. This course is a graduate level course that assumes an undergraduate degree level understanding in a non-cognate area.

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Le programme

Week 1: Marketing concepts
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.
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Les intervenants

Andrew Hughes
Lecturer in Marketing
Australian National University

Patrick L'Espoir Decosta
Co-Developer
Australian National University

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Le concepteur

Australian National University
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La plateforme

EdX est une plateforme d'apprentissage en ligne (dite FLOT ou MOOC). Elle héberge et met gratuitement à disposition des cours en ligne de niveau universitaire à travers le monde entier. Elle mène également des recherches sur l'apprentissage en ligne et la façon dont les utilisateurs utilisent celle-ci. Elle est à but non lucratif et la plateforme utilise un logiciel open source.

EdX a été fondée par le Massachusetts Institute of Technology et par l'université Harvard en mai 2012. En 2014, environ 50 écoles, associations et organisations internationales offrent ou projettent d'offrir des cours sur EdX. En juillet 2014, elle avait plus de 2,5 millions d'utilisateurs suivant plus de 200 cours en ligne.

Les deux universités américaines qui financent la plateforme ont investi 60 millions USD dans son développement. La plateforme France Université Numérique utilise la technologie openedX, supportée par Google.

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