Marketing Essentials
- 10 Courses | 3h 58m 17s
- 7 Books | 27h 15m
- 12 Audiobooks | 59h 40m 2s
Marketing drives organic growth in every business. Learn from basic to advanced best practices for marketing your products and services. Marketing is essential no matter what your product or service, as it enables your company to profit and grow. Here you'll discover what the market cares about and the principles and techniques to create winning campaigns.
GETTING STARTED
Marketing: The Process and Functions that Build Customer Relationships
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55s
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5m 13s
COURSES INCLUDED
Marketing: The Process and Functions that Build Customer Relationships
Successful marketing is about optimizing relationships with your customers. That not only includes the value you offer them, but the value you get from them in return. Businesses apply best practices in marketing to find and better understand their customers, to inform how they can most effectively advertise, and to stand out from their competition. In this course, you'll learn about the key role of modern marketing and how companies effectively plan their marketing strategies. You'll gain understanding of how market segments are determined, how customers are targeted, and how organizations reach their customers. Finally, you'll learn the ways that digital marketing resources like social media can positively impact business marketing efforts.
7 videos |
25m
Assessment
Badge
Creating Brands through People and Planning
People don't buy products. They buy brands. Who creates brands? People. How do they do it? Through proper marketing research and planning. The traditional marketing mix emphasizes the four P's: product, price, place, and promotion. However, this fails to address two other important aspects of marketing: planning and people. Planning and people are vital to any marketing effort. Marketing planning guides how marketing is carried out, so it's imperative that it is informed and comprehensive. And because employees impact the marketing mix so strongly, it's equally important to ensure they understand and support the company's marketing actions. In this course, you'll learn about the types of people needed to create and support strong brands. You'll become familiar with internal branding and the importance of engaging employees as brand ambassadors. You'll also learn about how strategic and tactical planning are employed for conducting effective and cohesive marketing research that will inform digital marketing efforts. Finally, you'll learn about the factors that contribute to an integrated marketing communication plan.
7 videos |
28m
Assessment
Badge
The Four Ps: Essential Factors in Marketing
To bring a product or service to market successfully, a marketer needs to understand a broad set of tools and concepts. Guided by customer insights, marketers position their offerings in the marketplace and in the buyer's mind. They use the marketing communication techniques of advertising, sales promotions, direct marketing, and public relations to build brands and enhance perceived value. This course explains how a product or brand manager uses detailed knowledge of their customers to influence design of the offering, to manage pricing and distribution channels, and to plan and execute a promotion strategy. The course explores the use of digital technologies including websites, social media, and mobile devices to build relationships with customers and drive sales.
7 videos |
22m
Assessment
Badge
Building Trust: Ethics and the Marketing Mix
Marketing isn't just about making your product look good; it's also about building customer trust. When you plan for the four Ps of marketing, it's helpful to consider the ethical ramifications of each. In this course, you will learn about ethical choices in the marketing mix. From products and placement to pricing and promotion, you will learn about ethical marketing for each element.
7 videos |
25m
Assessment
Badge
Applying Competitive Advantage to Marketing Strategies
In the digital marketplace, businesses are always looking for ways to set themselves apart and to find an edge over their competitors. By recognizing and applying the tenets of competitive advantage, companies emphasize and align to their customer needs and communicate their advantages clearly and persuasively. In this course you'll learn about elements of competitive advantage, such as communicating company values through corporate social responsibility actions. You'll also learn about external branding, focusing marketing efforts through a customer lens, and communicating an effective and appealing value proposition. Finally, you'll examine AI and other innovative analytics tools that are used to enhance competitive advantage.
7 videos |
22m
Assessment
Badge
The Basics of Marketing
Successful marketing is about optimizing the value you offer customers, as well as the value you get from them in return. Understanding its function will help you better understand the relationship that companies need to build with their customers. Knowing how to effectively advertise and use each distribution channel will help you stand out from the competition. In this course, you'll learn about the key functions of modern marketing and its link to overall corporate strategy. You'll also consider the role of advertising and distribution in digital marketing. Finally, you'll learn about the foundations for creating a marketing strategy and making the most of each advertisement in your distribution model.
8 videos |
24m
Assessment
Badge
The People and Planning in Marketing
An effective marketing strategy takes time and money. It's vital to get things right, and this requires proper marketing planning. The elements of the traditional marketing mix form important strategic cornerstones of any marketing activity. However, this traditional marketing mix fails to address two very important aspects of marketing: planning and people. In this course, you'll learn about strategic and tactical planning and the kinds of market research that support it. You'll be introduced to the basics of budgeting for, developing, executing, and evaluating a marketing plan. And you'll learn how companies can engage all their employees in developing their own marketing roles.
8 videos |
21m
Assessment
Badge
Product, Pricing, and Promotion in the Marketing Mix
The marketing mix is a collection of elements that uses advertising to satisfy customers' needs and meet business objectives. We all buy products - we read the advertisement and we check the competition. The company can advertise the product and then send it along the distribution channel. In this course, you'll learn about a few elements of the marketing mix: product, price, and promotion. You'll learn how marketing is involved in developing new products and about the stages of the product life cycle. You'll also learn about pricing, including how to approach product pricing. Finally, you'll learn about promotional techniques, including the importance of distribution and having a robust distribution model.
8 videos |
23m
Assessment
Badge
Traditional and Online Distribution and Ethics in the Marketing Mix
Although using an advertisement may be an important aspect of your marketing strategy, there's much more to marketing than just finding the best way to advertise your products or services. There's also the vital process of how your product gets all the way from the producer into the hands of your target customers - the product distribution. This process has changed immeasurably with the invention of the Internet, and, just as with online advertising, it brings about a whole new range of concerns related to ethics. In this course, you'll learn about the importance of an effective distribution model and selection of a distribution channel. You'll also learn key distribution strategies and systems, how to select and manage distributors, online distribution opportunities, and e-marketing.
8 videos |
22m
Assessment
Badge
Competitive Marketing Strategies: Analyzing Your Organization
It takes a certain amount of marketing innovation to win customers today. When developing a competitive marketing strategy, conducting effective research is a key step. You need to assess your organizational capabilities and advertising activities. In this course, you'll learn how to assess an organization's core capabilities and how to conduct a marketing audit. This course also describes how to conduct an internal analysis as part of the process of developing competitive marketing strategies. It explains the types of questions you may need to ask about your organizational resources and capabilities. And it describes areas to consider when doing a marketing audit and looking at innovation activities.
7 videos |
21m
Assessment
Badge
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Skillsoft is providing you the opportunity to earn a digital badge upon successful completion on some of our courses, which can be shared on any social network or business platform.
Digital badges are yours to keep, forever.BOOKS INCLUDED
Book
Multichannel Marketing EcosystemsFeaturing contributions from leading marketing companies across the globe, this book shows how marketers and brand managers can react positively to changes in consumer behavior, building customer responses and loyalty via the full spectrum of digital media.
4h 27m
By Markus Ståhlberg, Ville Maila (eds)
Book
Tactical SEO: The Theory and Practice of Search MarketingMoving towards a deeper understanding of search marketing and the industry as a whole, this insightful book will help you truly grasp the opportunities, challenges and value that SEO can bring to an online presence in the long term, leading to a more strategic and nuanced approach.
2h 45m
By Lee Wilson
Book
Marketing Analytics: A Practical Guide to Real Marketing ScienceAssuming no prior knowledge, this thorough guide introduces concepts relating to statistics, marketing strategy, and consumer behavior and then works through a series of problems by providing various data modeling options as solutions.
3h 29m
By Mike Grigsby
Book
Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer InsightOffering advice on how to interpret and incorporate data into an organization's overall marketing strategy, this practical book will help marketers seize the opportunity to see how big data can be used to understand consumers in new and exciting ways.
3h 50m
By Colin Strong
Book
Valuable Content Marketing: How to Make Quality Content Your Key to Success, 2nd EditionWritten for the current business environment, particularly start-ups and consulting companies, this guide offers ideas, examples, step-by-step action lists, quick tips, and goal-driven chapter summaries to help businesses create compelling, targeted content for their customers.
5h 1m
By Sharon Tanton, Sonja Jefferson
Book
The Marketing Pathfinder: Core Concepts and Live CasesFeaturing a unique blend of core concepts and brief, international case studies, this resource offers professionals and marketing students alike an effective way to contextualize the marketing decisions they'll make in the real world of business.
4h 35m
By David Stewart, et al.
Book
Multicultural Marketing Is Your StoryMulticultural Marketing is Your Story is thoroughly illustrated with real life examples. The ideas, theories and statements presented in this book will perhaps challenge some of your deepest beliefs or they might as well comfort you in your own opinions.
3h 8m
By Eliane Karsaklian
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AUDIOBOOKS INCLUDED
AUDIOBOOK SUMMARY
Marketing Communications: Offline and Online Integration, Engagement and Analytics, Sixth EditionMarketing Communications discusses how to communicate your message and create a cohesive brand with the tools you have at hand. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
19m 16s
By PR Smith, Ze Zook
AUDIOBOOK SUMMARY
Get to Aha! Discover Your Positioning DNA and Dominate Your CompetitionGet to Aha! shows you how to discover your company's DNA, implement it, and strive for success. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
22m 53s
By Andy Cunningham
AUDIOBOOK SUMMARY
The Invisible Brand: Marketing In The Age Of Automation, Big Data, And Machine LearningThe Invisible Brand explores how artificial intelligence has become an integral part of the marketing and advertising sphere and how it affects companies and consumers. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
20m 39s
By William Ammerman
Audiobook
Fanocracy: Turning Fans into Customers and Customers into FansThis audio edition is a bold guide to converting customer passion into marketing power. Read by the authors.
8h 26m 59s
By David Meerman Scott, Reiko Scott
Audiobook
Rules to Break and Laws to Follow: How Your Business Can Beat the Crisis of Short-TermismThis audio edition offers sound advice as you plan for the expected and unexpected developments ahead for your organization. Read by the authors.
7h 5m 52s
By Don Peppers, Martha Rogers
Audiobook
The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They DoThis audio edition reveals why Americans act distinctly like Americans and what makes us different from the world around us.
6h 31m 37s
By Clotaire Rapaille
Audiobook
Buyer Personas: How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More BusinessListen to this audiobook to learn who buys what, and why; understand your buyer's goals and how you can address them; tailor your marketing activities to your buyer's expectations; and see the purchase through the customer's eyes.
7h 2m 49s
By Adele Revella
Audiobook
The Referral Engine: Teaching Your Business to Market ItselfThis audio edition offers practical techniques for harnessing the power of referrals to ensure a steady flow of new customers - essential for any company looking to grow without a fat marketing budget. Read by the author.
6h 49m 5s
By John Jantsch
Audiobook
Purple Cow: Transform Your Business by Being RemarkableThis audio edition urges you to put a remarkable Purple Cow into everything you build, and everything you do, to create something truly noticeable.
2h 58m 42s
By Seth Godin
Audiobook
Brain Sell: When Science Meets Shopping-How the New Mind Sciences and the Persuasion Industry Are Reading Our Thoughts, Influencing Our Emotions, and Stimulating Us to ShopThis audio edition goes behind the scenes of the 'persuasion industry' to reveal the powerful tools and techniques, technologies and psychologies seeking to stimulate us all to buy more-often without us consciously realizing it.
9h 26m 13s
By David Lewis
Audiobook
The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven WorldThis audio edition explains how practitioners have built Net Promoter into a full-fledged management system that drives extraordinary financial and competitive results.
8h 40s
By Fred Reichheld, Rob Markey
Audiobook
We are All Weird: The Myth of Mass and The End of ComplianceThis audio edition is a celebration of choice, of treating different people differently and of embracing the notion that everyone deserves the dignity and respect that comes from being heard. Read by the author.
2h 15m 17s
By Seth Godin
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SKILL BENCHMARKS INCLUDED
Marketing Essentials
Marketing drives organic growth in every business. Learn from basic to advanced best practices for marketing your products and services. Marketing is essential no matter what your product or service, as it enables your company to profit and grow. Here you'll discover what the market cares about and the principles and techniques to create winning campaigns. This benchmark evaluates your understanding of this topic. Being aware of potential knowledge gaps allows you to better understand your current competency and areas for improvement, so you can find suitable content and curate your own learning path. The courses recommended at the end of this benchmark can help you fill potential gaps in your knowledge.
5m
| 5 questions