# Marketing Strategy Course

Canonical URL: <https://www.graduateschool.edu/courses/marketing-strategy>

## Overview

Learn the core principles of successful marketing to help you reach your business objectives. Whether you’re a small business owner, an aspiring marketer, or looking to expand your professional skill set, this class provides the foundational knowledge and practical techniques needed to design and implement effective marketing strategies.

 

In this marketing strategy course, you’ll examine the fundamentals of marketing and the value of a customer-focused approach. You’ll learn how to conduct impactful market research to identify your target audience, understand their needs, and stay ahead of industry trends.

This class also covers the essentials of digital marketing, showing you how to leverage channels such as social media, email marketing, and search engine optimization (SEO) to strengthen your efforts. You’ll discover how to measure campaign success using key performance indicators (KPIs) and analytics tools. By the end, you’ll be ready to create a detailed marketing plan with clear objectives, strategic direction, and actionable steps to achieve your goals.

## What you'll learn

- Understand the foundational principles of marketing
- Learn how to conduct market research to identify target audiences, understand their needs, and analyze market trends
- Discover how to create an effective marketing plan, including setting clear objectives, defining strategies, and outlining actionable steps
- Gain an introduction to digital marketing channels and learn how to leverage them in your strategy
- Learn how to track and measure the success of your marketing efforts using key performance indicators (KPIs) and analytics tools

## Curriculum

### Section 1: Introduction to Marketing Strategy

#### Overview of Marketing Strategy

- Definition and importance of marketing strategy
- Difference between marketing strategy and tactics
- The role of marketing strategy in business success

#### Strategic Marketing Planning Process

- Understanding the strategic marketing plan
- Key components of a marketing strategy
- Aligning marketing strategy with business goals

### Section 2: Market Research and Consumer Insights

#### Market Research Fundamentals

- Types of market research (primary vs. secondary)
- Methods of data collection and analysis
- Tools for market research (e.g. surveys, focus groups, analytics)

#### Consumer Behavior and Insights

- Understanding consumer needs and behavior
- Segmenting and targeting the right audience
- Developing buyer personas

### Section 3: Competitive Analysis and Positioning

#### Competitive Analysis

- Identifying competitors and analyzing their strategies
- SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)
- Benchmarketing against competitors

#### Brand Positioning

- Defining value propositions
- Positioning your brand in the market
- Differentiation strategies

### Section 4: Marketing Mix Strategy (The 4 Ps)

#### Product Strategy

- Product lifecycle and innovation
- Product portfolio management
- Brand development and management

#### Price Strategy

- Pricing models and strategies
- Understanding price elasticity and consumer perception
- Competitive pricing and value-based pricing

#### Place (Distribution) Strategy

- Channel strategy and management
- Direct vs. indirect distribution channels
- The role of logistics and supply chain in marketing

#### Promotion Strategy

- Integrated marketing communications (IMC)
- Advertising, PR, and sales promotions
- Digital marketing and social media strategies

### Section 5: Digital Marketing Strategy

#### The Role of Digital Marketing in Modern Marketing

- Overview of digital marketing channels (SEO, SEM, social media, email, etc.)
- Creating an online presence and digital brand identity
- The importance of content marketing

#### Data-Driven Marketing

- Leveraging analytics and data for strategic decision-making
- Tools and platforms for digital marketing analytics
- Measuring and optimizing digital marketing campaigns

### Section 6: Product and Brand Management Strategy

#### Product Development and Innovation

- Managing product lines and portfolios
- Strategies for launching new products
- Case studies on successful product strategies

#### Brand Equity and Value

- Building and sustaining brand equity
- Brand extension and co-branding strategies
- Brand loyalty and customer retention

### Section 7: Customer Relationship Management (CRM) and Loyalty Programs

#### CRM Fundamentals

- Importance of CRM in marketing strategy
- Tools and platforms for CRM (e.g., Salesforce, HubSpot)
- Creating a customer-centric culture

#### Loyalty Programs and Customer Retention 

- Defining effective loyalty programs
- Strategies for customer retention and lifetime value (CLV)
- Case studies on successful CRM and loyalty strategies

### Section 8: Developing and Implementing a Marketing Strategy

#### Strategic Planning Process

- Steps to develop a comprehensive marketing strategy
- Setting smart objectives and KPIs
- Budgeting and resource allocation

#### Implementation and Monitoring

- Executing the marketing plan
- Monitoring and adjusting strategies based on performance
- Tools for tracking and reporting on marketing efforts

#### Final Project: Marketing Strategy Presentation

- Students will develop and present a comprehensive marketing strategy for a real or hypothetical business, incorporating the principles and techniques learned throughout the course.

## Schedule
- May 28, 2026 – May 29, 2026 — Live Online
- Sep 9, 2026 – Sep 10, 2026 — Live Online

## Pricing

**Tuition:** $325