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Whether you're rebuilding your marketing program from the ground up or leading the first campaign of your career, this course will help you lay the foundation for a successful marketing endeavor. Drew Boyd is a professor and consultant with 30+ years of marketing experience for major brands. In this course, he explains marketing's role in an organization; provides frameworks for analyzing a business, its customers, and its competitors; and shows how to develop a successful marketing strategy and use that strategy to inform everything from pricing to promotion.
You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
Whether you're marketing a new product, a new service, or even marketing yourself, you'll be more successful if you follow a structured process. After all, there's a lot at stake when you're trying to market something. I'm Drew Boyd, and I've been in the marketing profession for over 30 years. I teach marketing to graduate students, and I help companies improve their marketing effectiveness. In this course, I'll share with you a framework for analyzing a market, developing effective strategies, and creating tactical marketing programs that link to your strategy.
I'll also share how to run the marketing planning process. And how to organize a cross-functional team to help you create a marketing plan. If you work in the marketing function now, this course can help you sharpen your skills, and add more depth to your current programs. If you're thinking of moving into marketing as a career, understanding the marketing planning process is an essential first step. Marketing is an exciting field, but it has to be practiced responsibly and ethically. Through the concepts I'll share with you in this course, you'll begin to develop the skills that'll help you do just that.
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