Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

Build a strong foundation in marketing strategy and management by exploring the principles that drive successful business growth and customer engagement. This course examines the purpose of marketing, strategic planning, consumer-focused decision-making, and leadership practices that shape effective organizations in competitive markets. You will learn how to create structured marketing plans, make reason-based strategic decisions, and prioritize consumer experiences to improve business outcomes. Through practical insights and strategic frameworks, the course helps you strengthen analytical thinking, leadership awareness, and decision-making skills relevant to modern marketing environments. What sets this course apart is its balance of strategic marketing theory with practical business applications. Real-world perspectives and leadership-focused discussions help connect marketing concepts to organizational success and customer value creation. This course is ideal for aspiring marketers, business professionals, entrepreneurs, and management learners seeking to understand strategic marketing practices. A basic understanding of business concepts is helpful, but no advanced experience is required. Packt is one of the world's most prolific publishers of cutting-edge technical content. For over two decades, Packt has helped learners build practical skills through expert-led educational resources focused on real-world applications. This course is part one of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization. Copyright ©2023 by Sage Publications Limited. All rights reserved, including rights for text and data mining and training of artificial technologies or similar technologies. Published by Sage Publications Limited, London. Used by arrangement with Sage Publications Limited.

Syllabus

Setting the Stage: The Purpose and Promise of Marketing

This module introduces the foundational principles of marketing, emphasizing customer-centric strategies, value propositions, and the role of competition. Learners will explore how marketing contributes to organizational success, stakeholder engagement, and sustainable business practices. Real-world examples and leadership insights illustrate the impact of marketing on both business and society.

Marketing Planning: Good Strategy Doesn't Just Happen

This module guides learners through the essential steps of developing an effective marketing plan, from strategic event planning and stakeholder engagement to defining SMART objectives and executing strategies. Learners will explore real-world examples, analyze target markets, and understand how to align marketing efforts with organizational goals and the triple bottom line.

Reason-Based Strategic Decision-Making

This module guides learners through the process of making strategic marketing decisions using reason-based frameworks. You will explore inclusive design strategies, learn to select relevant data, and evaluate the impact of marketing initiatives using metrics and analytics. Real-world examples and case studies illustrate how to develop actionable insights and assess the financial implications of your decisions.

The Most Important Person: Prioritizing the Consumer Experience

This module explores the psychological and sociological foundations of consumer behavior, focusing on how attitudes, decision-making models, and social influences shape purchasing decisions. Learners will discover strategies for prioritizing the consumer experience, especially in luxury markets, and learn how to generate actionable insights that drive competitive advantage.

Leadership. Who Is Steering This Ship?

This module delves into the essential qualities and behaviors of effective marketing leaders, exploring how they set goals, inspire teams, and navigate ethical challenges. Learners will examine real-world leadership examples, analyze the evolving role of the CMO, and discover strategies for fostering innovation and adaptability in dynamic environments.