Creating Brands through People and Planning

Everyone
  • 7 videos | 28m 11s
  • Includes Assessment
  • Earns a Badge
  • Certification CPE
Rating 4.5 of 301 users Rating 4.5 of 301 users (301)
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.

WHAT YOU WILL LEARN

  • Discover the key concepts covered in this course
    Recognize key marketing responsibilities
    Identify ways organizations can benefit from engaging employees as brand ambassadors
    Recognize the steps in the planning process for marketing research
  • Recognize actions for gathering and interpreting marketing research data
    Identify factors to consider when creating an integrated marketing communication plan
    Reflect on what you've learned

IN THIS COURSE

  • 1m 20s
    People don’t just buy products. They buy brands. Marketing planning guides how marketing is carried out, so it’s imperative that it is informed and comprehensive. In this video, you will discover the key concepts that will be covered in this course: the people needed to create and support strong brands, internal branding and the importance of engaging employees as brand ambassadors, and the factors that contribute to an integrated marketing communication plan. FREE ACCESS
  • 5m 10s
    Marketing is about people. There are the marketing targets, and then there are the people involved in creating strong brands and providing the comprehensive planning that underpins successful marketing campaigns. In this video, you will learn how to recognize key marketing responsibilities. FREE ACCESS
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    3.  Internal Branding: Employees as Brand Ambassadors
    4m 48s
    Successful branding adds to a company’s reputation. It aims to coordinate the company’s look and feel across all channels – not just for consumers, but also for employees, investors, and shareholders. In this video, you'll learn to identify ways organizations can benefit from engaging employees as brand ambassadors. FREE ACCESS
  • Locked
    4.  Planning Your Marketing Research
    6m 9s
    Marketing research works on the micro and macro levels. It helps businesses strategize about the bigger picture, and also helps them work out a detailed framework for achieving a specific marketing goal. In this video, you will learn to recognize the steps in the planning process for marketing research. FREE ACCESS
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    5.  Gathering and Interpreting Marketing Research Data
    4m 47s
    Marketing research begins with a question you need answered, followed by a study to obtain the data you need to answer it. In this video, you'll explore actions to take for gathering and interpreting market research data. FREE ACCESS
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    6.  Integrated Marketing Communication Plans
    4m 38s
    Companies need to ensure their internal and external marketing messages are and remain fully aligned. An integrated marketing communication plan helps them meet this need. In this video, you'll learn about the factors to consider when creating an integrated marketing communications plan. FREE ACCESS
  • Locked
    7.  Let's Review
    1m 21s
    In this video, you'll review and reflect on the key concepts and learning points covered in the course Creating Brands through People and Planning. FREE ACCESS

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