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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.

    2-3 Hours
    50 Points
  2. Discovering and Meeting Market Needs

    This course is presented by professional marketer Kate Rodan, co-founder of Proactive Solution, a health-science company dedicated to researching and developing products for dermatological and skincare problems. In this course, she talks about how the company strategically goes about researching and developing new products. The example for the course is researching a market need for dermatological problems such as skin acne that are not being met by existing products.

    Kate discusses the value of effective market research and the benefits of using market research techniques such as customer surveys. She demonstrates how infomercials were very successful as a marketing tool in reaching her company’s target audience and how infomercials helped educate their target audience about their skin problems, and opened up new business opportunities for the company. This course will be of great interest to business professionals and entrepreneurs interested in learning more about using marketing techniques to reach targeted audiences, and how to create new business opportunities by reacting to what your customers are saying. At the end of the day, they are the very best advisors.

    0-1 Hours
    50 Points
  3. Understanding Your Audience: Market Segmentation

    Knowing your market accurately and completely is a prerequisite for successful marketing. In this course three important concepts related to the topic of markets are presented: Defining the nature of markets, identifying the types of markets, and a discussion of product differentiation and market segmentation.

    This course will be of great interest to marketing and business professionals who wish to refresh the basics of marketing and to learners who are interested in business and wish to have a greater knowledge and understanding of the role marketing plays in the modern business world.

    2-3 Hours
    50 Points
  4. Marketing Success for Your Business

    Jeffrey Housenbold is president and CEO of Shutterfly which provides a full range of products and services that enable consumers to manage their digital photos. Housenbold has a successful track record of building online consumer franchises by combining commerce and community. In this course he discusses how entrepreneurial thinking can lead to the success of a business.

    You will examine how he has made Shutterfly into a market leader and you will also learn when not to listen to market research. He gives important tips on being successful in any business and how you should keep innovating to stay ahead. This course will appeal to business professionals who would like to gain from the insights and ideas of a leading entrepreneur, and to students and anyone with an interest in how to make a business successful.

    1-2 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.

    2-3 Hours
    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!

    1-2 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.

    1-2 Hour
    50 Points

Complete!

Successfully complete all of these courses to receive a Marketing Learning Path Award.

All your learning will be reflected in your Learner Record, which you can download for free at any time.

You also have the option of purchasing an Alison Certificate for each of the above courses you successfully complete.



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