Introduction to Marketing: Tools to Set Enterprises Apart
list 6 séquences
assignment Niveau : Introductif
chat_bubble_outline Langue : Anglais
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Les infos clés

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En résumé

Want to learn how successful businesses use marketing to increase revenue, share and profitability?

In an increasingly competitive market, marketing skills are vital to help organizations stand out, win customers, build loyalty and sustain long term impact and returns.

This business and management course will help you understand the role of marketing and introduce you to the latest tools to help create value and competitive advantage for an enterprise. In an exciting age where innovation and new business models are required to stay ahead of competitors, we explore how new players in a market can achieve impact through marketing, providing you with unique insight to even apply within your own business venture.

Learn how to build a compelling value proposition, establish presence in a market, and compete effectively against rivals. Learn how marketers use segmentation, targeting, positioning, branding, design, pricing, channels and integrated marketing communications to win against competitors, attract customers and build brand loyalty.

No previous knowledge of marketing is needed. All you need is an open-mind and the ability to think creatively.

  • How marketing creates value
  • How marketing can influence perceptions, purchasing and loyalty
  • How segmentation, targeting and positioning can lead to more effective and profitable marketing
  • How successful brands are developed and sustained
  • How design, pricing, distribution, communication, people, process and physical evidence can be used to build compelling and profitable marketing strategies
  • How to develop digital marketing strategies, particularly through gamification

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Le programme

Week 1 - Role of Marketing
Marketing and value; relationships and loyalty; marketing’s role in society.
 
Week 2 - Consumers and Consumption
How consumers buy; how marketers influence consumer perceptions and behavior; strategies for innovative products and services.
 
Week 3 – Segmentation, Targeting and Positioning
Criteria for segmentation; differentiation; building and co-creating successful brands.
 
Week 4 - Designing Products and Services
The role of design; product design and packaging; the nature of services; service design; delivering service quality.

Week 5 – Pricing and Channels
Price as revenue generator and value; pricing strategy and tactics; choosing the best routes to market.
 
Week 6 - Communicating and Engaging
The role of marketing communications; key tools and their influence; persuasive appeals; gamification in digital marketing.
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Les intervenants

Malcolm Kirkup
Professorial Director of MBA Programmes and Educational Innovation
University of Edinburgh Business School

Asanka de Silva
Business School Associate
University of Edinburgh Business School

Kristina Auxtova
Teaching Assistant
University of Edinburgh Business School

Ewelina Lacka
Lecturer in Digital Marketing & Analytics
The University of Edinburgh

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Le concepteur

Delivering excellence in teaching and learning. Consistently ranked as one of the world's top 50 universities and top 3 UK provider of online Masters courses. The University of Edinburgh offers over 700 diverse degree programmes with over 31,000 students currently studying with us from across the world.
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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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