(4.5 user rating)

This course provides a comprehensive guide to modern marketing and communications. You will learn the core strategies and tools needed to understand customers, build a strong brand, and drive business growth.

Skills you will learn

• Develop winning strategies: Learn to understand your target customers, position your brand effectively, and create powerful differentiation strategies that set you apart.
• Master the marketing mix: Gain a deep understanding of both classic (4 Ps) and modern (7Ps, 4Cs, SIVA) marketing frameworks, with a practical focus on product and pricing.
• Apply modern techniques: Explore the essentials of digital marketing and see how a leading global brand integrates these concepts through a Mercedes-Benz case study.

About this course

This course begins with the most critical element of marketing: the customer. You will learn proven techniques to gain deep customer insights and use that knowledge to effectively position your brand in the marketplace. We then explore powerful differentiation strategies, providing you with the tools to make your product or service stand out from the competition.

From there, we dive into the tactical toolkit of a marketer by deconstructing the marketing mix. You’ll master the classic 4 Ps (Product, Price, Place, Promotion) and see how they evolve into modern frameworks like the 7Ps, 4Cs, and SIVA models. The course provides a special focus on developing effective product and pricing strategies that align with your overall business objectives.

To ensure these skills are relevant in today’s landscape, we cover the fundamentals of digital marketing, connecting traditional principles to modern online channels. Finally, the course culminates in a comprehensive case study of Mercedes-Benz. This real-world example demonstrates how a leading brand integrates customer understanding, strategic positioning, and a sophisticated marketing mix to achieve lasting success.