Online strategic marketing course by Vlerick Business School

Essentials in Marketing (Mediafin - Vlerick)

With this 100% online, self-paced programme, you’ll live and learn marketing strategy, get the tools you need to understand your organisation’s approach – and discover how the right marketing can help your organisation stand out.

Interested in this course? Email us at [email protected]

Course curriculum

1. Navigating this course
2. Introduction to this course
3. Your learning journey
4. Meet our faculty
5. Your learning log
1. What does marketing mean to you?
2. Meet the experts
3. Module 1 - Notes
1. Growth
2. Recap of growth
3. Using market segments as growth options
4. Expert opinions
5. Closing the growth gap
6. Module 2 - Notes
1. Introduction
2. Micro and macro environments
3. The 5Cs assessment
4. Starting your marketing analysis
5. Marketing analysis templates
6. Module 3 - Notes
1. Getting familiar with company analysis
2. Applying MARKOR framework
3. The outcome of your company analysis
4. Module 4 - Notes
1. Getting familiar with customer analysis
2. Applying the 5 Ws
3. How well do you know your customers?
4. Module 5 - Notes
1. Getting familiar with competition analysis
2. Selecting criteria
3. Applying the competitive profile matrix
4. The outcome of your competition analysis
5. Module 6 - Notes
1. Getting familiar with collaborators analysis
2. Who are your collaborators?
3. Applying collaborators template
4. Your collaborators' value to your company
5. Module 7 - Notes
1. Getting familiar with context analysis
2. STEEPLE framework
3. Applying STEEPLE analysis
4. The outcome of your STEEPLE analysis
5. Module 8 - Notes
1. Getting familiar with SWOT analysis
2. Using SWOT analysis
3. Applying SWOT analysis
4. Prioritization of key elements
5. The outcome of your SWOT analysis
6. Extra reading
7. Module 9 - Notes
1. Moving on to Step 2: STP process
2. Introduction to market segmentation
3. Identifying market fractions
4. Rationale of market segmentation
5. Introduction to VALS
6. How to use VALS
7. Applying market segmentation
8. Parameters for market segmentation
9. Expert opinions
10. Market segmentation at your company
11. Module 10 - Notes
1. Getting familiar with the DPM
2. A detailed overview of the DPM
3. Extra reading
4. Applying the DPM
5. What are your top-3 actions?
6. Module 11 - Notes
1. Introduction to Value Proposition
2. Value: the fundamental understanding
3. Classes of value
4. What does your business focus on?
5. Expert opinion
6. Value for me and value for us
7. Value matrix
8. Values for your customer
9. Module 12 - Notes
1. Identifying and delivering your value proposition
2. Introduction to the value-offer matrix
3. Value proposition for your business
4. Module 13 - Notes
1. Being different
2. Value propositions and the competition
3. The example of an electronics manufacturer
4. Applying POP / POD
5. Your future value proposition
6. Module 14 - Notes
1. Introduction
2. Vision, mission, positioning
3. Focus on positioning
4. Positioning statement
5. The example of Walt Disney World
6. The example of Virgin Money
7. Applying positioning statement
8. Your future positioning statement
9. Module 15 - Notes
1. Wrap up
2. Completing your learning log
3. Additional reading
4. Your feedback
5. Your demographics
6. Your certificate

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Essentials in Marketing (Mediafin - Vlerick)

Course curriculum

Before you begin: 15mins

Module 1 - Introduction to Marketing: 30mins

Module 2 - Strategic growth map: 40mins

Module 3 - Marketing analysis: 20mins

Module 4 - Company: 45mins

Module 5 - Customer: 50mins

Module 6 - Competition: 40mins

Module 7 - Collaborators: 35mins

Module 8 - Context: 55mins

Module 9 - SWOT analysis: 60mins

Module 10 - Market segmentation: 85mins

Module 11 - Directional Policy Matrix: 80mins

Module 12 - Concept of value: 45mins

Module 13 - Value proposition: 25mins

Module 14 - Differentiation: 45mins

Module 15 - Positioning statement: 45mins

Conclusion: 35mins

Discover your potential, starting today