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Marketing Learning Path

Marketing is a crucial function in any business or organisation, and is increasingly important in the modern globalized economy. The Alison Learning Path in Marketing will introduce you to marketing strategies and tools that are used extensively in the marketing industry. Marketing can have different meanings for different businesses and you will learn about the different approaches that affect marketing campaigns used in different types of businesses. The Alison Learning Path in Marketing is a sequence of courses that will help all business owners increase their knowledge and understanding of what marketing involves and how to go about implementing a successful marketing strategy. It describes effective marketing techniques such as how to break down your target audience, how to build a coordinated marketing strategy using the integrated marketing matrix to reach your customers and stakeholders, and how to measure the effectiveness of promotion strategies. It will be of great interest to all business owners and entrepreneurs who lack the knowledge and expertise to implement a marketing strategy but who recognise the importance of having an effective marketing plan for the continued success of their business.

Courses in this Learning Path

  1. Introduction to Marketing

    Marketing is a crucial function in any business or organization and is becoming increasingly important in the modern globalized economy. This course will introduce you to marketing strategies and tools that are extensively used in the marketing industry today. You will first learn about the ambiguous nature of marketing and its different meanings for different businesses. You will then discover the characteristics of marketing that are common to all businesses, so you can start applying them immediately. 

    Further into the course, you will learn about the most important marketing campaign approaches that different businesses use and the results they can produce. You will also learn about the crucial importance and effect that a business' location can have on a marketing organization. Next, the marketing strategy course will cover the use of the marketing mix and how to successfully implement its strategic components into an effective marketing strategy.

    This course will be of great benefit to marketing and business professionals who wish to refresh their understanding of the basics of marketing, along with students who are interested in a career in this field. By the end of this course, you will have expanded your knowledge of the role marketing plays in the modern business world, and will be able to put together an effective marketing strategy. This will be a great boost for your career, so check out the course today and learn something new.

    1.5-3 Hour
    50 Points
  2. Discovering and Meeting Market Needs

    A partnership is a legal form of business ownership between two or more individuals who share management and profits. The two most common types of partnerships are general partnerships and limited partnerships. This course will first discuss the benefits of having a business partner, including lower start-up costs, greater borrowing capacity, limited external regulation, and ease of changing legal structures.

    Before starting a business, one needs to know what customers want and why. This course will teach you the process of discovering and meeting market needs. You will learn the value of effective market research and how to raise money, as well as study the importance of licensing your product. This course will also discuss the importance of owning your product formula and how to use infomercials to reach your target audience. You will then learn how to grow your organization.

    An infomercial is a television program that promotes a product in an informative and objective way. It helps educate the target audience and opens up new business opportunities for a company. Upon the completion of this course, you will learn the usefulness of infomercials as a local marketing tool. Check out the course and learn how to reach your target market in such a way that really boosts your company's revenue.

    1.5-3 Hour
    50 Points
  3. Understanding Your Audience: Market Segmentation

    This course begins by defining the market viewed from many different perspectives. You will look into the components of a market and study the criteria which must be filled in order to represent a valid one. You will study the most salient economic forces that characterize a market which include supply, demand, competition, and government intervention. You will also learn what are the primary types of market and look closely at their characteristics.

    You will then look into the practice of market aggregation which is the marketing of standardized goods and services to a large population of people that have similar needs. You will learn whether or not market aggregation is likely to be of benefit for a company. You will also look into product differentiation which is the process of distinguishing a product or service from others, to make it more attractive to a particular target market. You will also study the risks involved in the process.

    Upon the completion of this course, you will gain a better understanding of the role of the market in the exchange process. You will also be familiarized with the basic kinds of markets, the differences between the undifferentiated and segmental approach toward markets, the various bases for market segmentation, and the segmentation concepts into the activity of selecting a target market. Check out this course and gain a greater knowledge and understanding of the role marketing plays in the modern business world.

    1.5-3 Hour
    50 Points
  4. Marketing Success for Your Business

    Entrepreneurship has been defined as the capacity and willingness to develop, organize, and manage a business venture. However, entrepreneurship doesn't always mean starting your own company. This course will discuss why entrepreneurship is also a state of mind. The course will look into the intersection of community and commerce, creative direct marketing, and the photo market. You will also learn how the company Raging Bull became a success due to its ability of the community to self-police itself and understand its customers.

    Shutterfly is an American Internet-based company specializing in image-publishing services that use the customer centricity selling. Customer centricity is a way of doing business that focuses on providing a positive experience before and after the sale in order to drive repeat business, customer loyalty, and profits. This course will show you how the company achieved success by making people's lives easier and more fun. You will also learn to look for people skills, problem-solving skills, and functional expertise when hiring people.

    To be successful in any business, you should do what interests you, have a mentor, and go where there is tremendous growth. Upon the completion of this course, you will have learned some great tips for success. You will also have learned when not to listen to your customers, the importance of dutiful delegation, and that success is not how smart you are but how you can get people to do what you want. Check out the course today and make your business a success!

    1.5-3 Hour
    50 Points
  5. Sustainable Business - Marketing Strategy for Sustainable Products and Services

    Sustainable Business - Marketing Strategy for Sustainable Products and Services will teach you how a business can conduct sustainable marketing by developing and promoting products and services that meet consumer needs utilizing resources responsibly to ensure a better quality of life now and for future generations to come.

    The course begins by introducing you to the practice of sustainable business marketing. You will learn how sustainable business marketing draws on traditional marketing methods and applies them to sustainable initiatives and products and services. You will learn that ways in which a business creates a strong sustainability marketing strategy in order to be successful. Next, you will be introduced to the marketing mix. You will learn how basing the marketing mix on sustainability principles allows for an effective sustainable marketing approach. You will learn the importance of market segmentation in order to tailor marketing efforts to consumers that are best aligned as potential buyers or customers of a product or service.

    Finally, you will be learn about the market barriers that need to be considered and addressed by sustainability marketers in order to better position their products and services for growth. You will learn about the various business risks involved in sustainable business marketing that can cause problems with a company’s marketing plan.

    This course will be of great interest to business professionals, marketers, and eco-entrepreneurs who would like to learn how a business can successfully market sustainable products and services in a sustainable way.

    1.5-3 Hour
    50 Points
  6. E-Commerce - Introduction to Internet Marketing Strategies for Businesses

    This course will first introduce you to Integrated Internet Marketing or I2M. I2M is a structured approach that combines marketing strategy with Internet technology. It promotes the creation of a strategy that uses the full range of Internet mediums such as text, audio, video, and hyperlinking to help you achieve your marketing goals. You will then learn how to make sure that your business' entire web presence is cohesive in order to communicate a consistent message to stakeholders.

    Next, you will learn about measuring effectiveness in ecommerce promotion and purchase. You will be shown how to examine the Web as an advertising medium, using established theoretical models of consumer and industrial buying behaviour. You will then learn why the Web is like a cross between an electronic trade show and a community flea market. Finally, you will learn how to move the customer from being a passive Internet surfer to an interactive user of the medium. 

    Learning effective online marketing and promotional strategies can seem overwhelming at times. This free online marketing course is designed to make it easy. The course will be of great interest to business and marketing professionals as well as entrepreneurs wanting to expand their knowledge and understanding of effective Internet marketing strategies. The course will also be of great use to any student who wants to learn more about the power of online marketing. So, check out the course and start taking full advantage of the marketing technology at your fingertips!

    1.5-3 Hour
    50 Points
  7. Fundamentals of Marketing Your Business Online

    This free marketing course is designed to help business owners increase their knowledge and understanding of what online marketing involves and how to implement a successful online marketing strategy using important online marketing tools. By going through the course, you will learn a number of smart ways to build an online marketing plan, how to promote your business online, and how to improve your Website landing page for greater customer conversion rates.

    Next, you will learn in detail how to use Google marketing tools such as Google Analytics and Google AdWords to implement your online marketing strategy. You will learn how to set up a Google AdWords account, how to write ads that attract customers, how to choose the right keywords, and how to budget for your online advertising. Learning how to work with Google products will be the entry point to success for your business.

    If you recognise the importance of having an effective online marketing plan for the continued success of your business, this online marketing course is for you. The lessons here are designed to make it easy for business owners to gain the knowledge and expertise needed for planning and implementing effective online marketing strategies. So why wait? Take this marketing course now, start reaching your target market, and make your business flourish.

    1.5-3 Hour
    50 Points