Developing a Marketing Mix for Growth

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  • Course Orientation
    • You will become familiar with the course, your classmates, and our learning environment. The orientation will also help you obtain the technical skills required for the course.
  • Module 1: Creating Value (Product)
    • Behind every successful brand is a strong product and effective product strategy. Products can be of different types and have different levels. Companies must make appropriate decisions regarding the product mix. This module will provide you with insights into all of these concepts and also introduce the different stages of the product life cycle.
  • Module 2: Delivering Value (Place)
    • In this module, you will learn what is meant by the term distribution and its importance for companies. We will explore the different channel strategies and channel decisions that marketers need to make based on the product or service they are offering.
  • Module 3: Capturing Value (Pricing)
    • An important element of the 4 Ps is Pricing. While all the other Ps focus on creating value, pricing helps companies to extract the value created. In this module, you will learn about pricing in marketing and the different considerations and steps involved in the pricing process.
  • Module 4: Communicating Value (Promotion)
    • A strong brand allows companies to distinguish themselves from their competitors in their target market. To build a strong brand, marketers need to ensure that their messages to consumers are clear and consistent. In this module, we will learn how Integrated Marketing Communications (IMC) help companies achieve this objective.

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