Marketing Management - Analyzing Competitors and Customers | Alison

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Marketing Management - Analyzing Competitors and Customers - Revised

Gain a better understanding of the role of competitive analysis utilizing PESTEL and SWOT frameworks in marketing.

Marketing Management
Free Course
Take this free online Marketing Management course from Alison and learn how to analyze competitors and customers. Competitive analysis helps organizations identify competitors and evaluate their strategies. This allows them to determine their rival's strengths and weaknesses relative to their own products or services. With this course, you will be able to analyze and compare your company to competitors and take necessary actions to get ahead.
  • Duration

    1.5-3 Hours
  • Assessment

  • Certification

  • Responsive

  • Publisher

  • Accreditation






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This course will first introduce you to the important features of competitor analysis. You will study the objectives of marketing including the engagement in activities that perform a socially and economically useful exchange, development of a marketing organization, and earning sufficient surplus/profit to survive and grow. You will also learn how to analyze a company’s marketing strategy as well as study the different strategies of marketing.

The PESTEL analysis is a framework or tool used to analyze and monitor the external marketing environment factors that have an impact on an organization. It stands for Political, Economic, Social, Technological, Environment, and Legal. Changes in any of these aspects of the framework have the potential to impact the entire business. This course will discuss the different factors of the PESTEL framework and also of SWOT analysis.

The course will then introduce learners to the important features of competitor analysis and explain how competitor analysis fits into a company's overall objectives. Upon the completion of this course, you will have learned about core business processes and competencies, how SWOT analysis can help your business analyze itself with its competitors, and other methods used to analyze competitors and customers, so make sure to check it out.

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Learning Outcomes

Having completed this course you will be able to:

• Discuss important features of competitor analysis

• Define the objectives of marketing

• Describe ways to analyse a company’s marketing strategy

• Outline different strategies for marketing

• Discuss the different factors of the PESTEL framework

• Discuss SWOT Analysis

• Outline what is involved in competitive analysis


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