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Fundação Instituto de Administração

Fundamentals of Marketing

Fundação Instituto de Administração via Coursera

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Overview

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This introductory course, aimed at first-semester MBA students, allows learners to gain a comprehensive understanding of the fundamentals of marketing through the lens of the 4Ps. We'll discuss what markets are, how to properly segment them, and how to create a value proposition and a positioning statement. We'll also go in-depth on the characteristics and items and revolve around each one of the 4Ps of marketing, as well as discuss some strategies and techniques to get the most out of them. This course also enables students to have a good base for discussion in a later Deep Dive course in Marketing, offered later on in the MBA program. Regardless if you've never heard of marketing before or just need a refresher, this course will surely offer you a fresh perspective into the world of marketing.

Syllabus

  • Week 1 - Introduction to Marketing
    • Let's take a closer look at what marketing is, what activities it entails, and how to work with markets and STP (segmentation, targeting and positioning).
  • Week 2 - Product
    • After taking a holistic approach to the marketing mix, we'll dive deeper into the product aspect of the mix as well as some of its most common tools.
  • Week 3 - Price
    • In this module, we'll take a closer look at the price aspect of the marketing mix, as well as some pricing tools and strategies.
  • Week 4 - Place
    • Between online and offline channels, in this module we'll deep-dive on the place aspect of the marketing mix, as well as the shopper trip and some channel strategies.
  • Week 5 - Promotion & Wrap-up
    • In this last module, we'll look into promotion, promotional strategies, and wrap-up the course with a final assignment!

Taught by

Lucas Lobo

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