Introduction to Modern Marketing Strategies

Learn about marketing communications, direct selling models and sales promotion strategies in this free online course.

Publisher: NPTEL
This free online course examines the concept of designing integrated marketing communication programmes that aid brand equity and drive sales. You will learn about the systematic approach to product distribution, personal selling and sales management. By completing this course, you will discover how to create customer value in the marketing environment by using marketing strategies and strengthen customer loyalty using effective communications.
Introduction to Modern Marketing Strategies
  • Duration

    5-6 Hours
  • Students

  • Accreditation


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Modern technology has had an impact on the consumer experience and has changed the way in which consumers process communications. This is due to the increased use of smartphones, broadband, wireless internet connections and ad-skipping digital videos. In this free online course, you will consider integrated marketing communications (IMC), and how you can adapt its concepts for building great relationships with consumers. You will learn how to strengthen customer loyalty using proper communications, and how marketing activities can contribute to brand equity. The six elements of the communication process, as well as alternative ways through which a firm can promote its products to consumers, will be highlighted. The course considers five crucial functions of public relations, as well as the properties and benefits of direct marketing. You will find out why it is important for marketers to be prepared for the major challenges encountered when developing a promotional mix. Furthermore, you will examine how manufacturers employ "push and pull" strategies for activating customer actions and identify the three crucial steps in the strategic marketing process. Then, you will consider how you can develop, execute and assess the effects of an advertising programme through pre-testing and post-testing procedures.

Next, you will dissect consumer-oriented sales promotion concepts, and learn how alternative sales tools (like coupons, premiums, sweepstakes, etc.) can be used as effective promotional elements. The factors that affect the promotional planning process will also be elucidated. Similarly, you will consider trade-oriented sales promotions, and how you can integrate and measure the metrics of social media campaigns in modern marketing strategies. The significance of personal selling and sales management will be covered, as well as the procedures for planning, implementing and evaluating the efforts of the firm. You will be shown how relationship selling can be used as a catalyst for creating customer value while identifying creative solutions to consumer challenges. You will also consider the sales management process, plus several tasks involved in carrying out its interrelated functions. You will compare and differentiate between a traditional marketplace and digital marketspace, which both facilitate consumer transactions within a business. The course also teaches you about "first moment of truth" and "zero moment of truth" and their relevance in the consumer lifecycle (also known as the customer journey).

Finally, you will discover the benefits of internet technology capabilities, including how they enable marketers to promote and sustain customer relationships, and how they can enhance the customization of a product or service. You will examine why you should apply personalization systems and choice boards in interactive marketing, and how you can expand the functionality of the latter via collaborative filtering technology. You will also learn about permission marketing, and how to create a fantastic online customer experience by using seven important design elements. The reporting tools for displaying marketing analytics and metrics via data visualizations will also be proposed. How has the customer journey changed over time? What do online customers buy, and what motivates their purchase decisions? This course will examine these subjects and consider the facts that surround them. Whether you are a commodity manager, business analyst or marketing professional, by completing this course, you will gain sought-after technical knowledge that will increase your productivity. So why wait? Start this course today!

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