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⇱ The "What" of the Marketing Strategy | Coursera

The "What" of the Marketing Strategy

The "What" of the Marketing Strategy

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Gain insight into a topic and learn the fundamentals.
4.7

12 reviews

Beginner level
No prior experience required
3 hours to complete
Flexible schedule
Learn at your own pace
Gain insight into a topic and learn the fundamentals.
4.7

12 reviews

Beginner level
No prior experience required
3 hours to complete
Flexible schedule
Learn at your own pace

What you'll learn

  • Understand the marketing process

  • Develop marketing strategies

  • Implement and measure marketing initiatives

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

1 assignment

Taught in English

There is 1 module in this course

In this course, you will explore the essentials of marketing, where you'll learn to understand the marketplace, create value through strategic marketing, and capture value for profit and brand equity. Engage with customers across digital and physical platforms, and manage initiatives with key performance indicators to ensure successful marketing outcomes. Develop and implement effective marketing strategies with measurable results.

The following course outlines the steps involved in understanding the marketplace and consumers, creating value through the marketing strategy, delivering the components of the strategy, and capturing value to create profit and build brand equity. It also highlights the critical role of customer engagement across digital and physical platforms, as well as the need for managing initiatives through relevant key performance indicators (KPIs) and metrics to ensure successful marketing outcomes.

What's included

5 videos4 readings1 assignment1 app item

5 videos•Total 19 minutes
  • Deep Dive into the Marketing Process•4 minutes
  • Introduction to Differentiation, Positioning, and the Value Proposition•2 minutes
  • The Three Circles•6 minutes
  • Positioning and the Positioning Statement•5 minutes
  • Positioning Map Feedback•2 minutes
4 readings•Total 105 minutes
  • About the Professor•5 minutes
  • About the Course•5 minutes
  • Differentiation, Positioning, and the Value Proposition•90 minutes
  • Rate this Course!•5 minutes
1 assignment•Total 10 minutes
  • Graded Assessment•10 minutes
1 app item•Total 60 minutes
  • Multimedia Interactive Tutorial: Positioning•60 minutes

Instructor

Instructor ratings
4.3 (5 ratings)
IE Business School
8 Courses•4,967 learners

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KW
·

Reviewed on Feb 15, 2026

Recommend if you need to learn about marketing strategies

Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

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