Essentials of Marketing
offered by Northwestern University

Private University
240 acre campus
Estd. 1851

Essentials of Marketing
at
Northwestern University
Overview

Building a Foundation for Marketplace Success

Duration	14 weeks
Total fee	₹2.30 Lakh
Mode of learning	Online
Official Website	Go to Website
Course Level	UG Certificate

Essentials of Marketing

Table of content

Overview
Highlights
Course Details
Curriculum
Faculty
Entry Requirements

Essentials of Marketing
at
Northwestern University
Highlights

Earn a certificate of completion from Northwestern University
Learn from expert faculty

Essentials of Marketing
at
Northwestern University
Course details

Skills you will learn

Digital marketing Advertising Marketing C Brand management Marketing Communication Big Data Forecasting

Who should do this course?

For Managers in marketing-related roles with 2-8 years of experience who are looking to enhance their marketing skills
For Emerging leaders who are in a marketing role as part of an organizational rotation assignment
For Ideal for teams within an organization who want to communicate in a common marketing language

What are the course deliverables?

Develop a comprehensive marketing strategy
Select optimal marketing tactics based on sound data analytics and customer insights
Deliver persuasive recommendations using a structured and disciplined framework
Communicate in a common marketing language

More about this course

This program has been designed to align with the competencies needed for success
This program introduces participants to critical marketing concepts, elevates their strategic thinking, allows learners to master problem-solving techniques, and become skilled in the use of customer and market information in developing superior marketing recommendations
First, you will focus on creating a solid marketing strategy which is fundamental for achieving a sustainable advantage in today's highly competitive business environment
Learn to build a foundation for marketplace success utilizing customer insights, identify your target audience and effectively position your brand to create a strategic foundation for achieving your business goals

Essentials of Marketing
at
Northwestern University
Curriculum

Module 1: Understanding the Role of Marketing

Discover what is critical to marketing success

Learn why beginning with tactics often fails

Explore the 3 C's and understand their importance in achieving your marketing goals

Understand why the customer is the foundation for all marketing decisions

Module 2: Identifying Customer Insights

Pinpoint what a customer insight is, how to access it and why it's important

Understand how to develop customer empathy and identify mindsets

Use a consumer index to determine which customers are more or less likely to purchase

Module 3: Developing Marketing Goals

Define the elements of a comprehensive marketing goal

Learn to utilize consumer behavioral goals to grow revenue

Perform a breakeven analysis

Module 4: Segmenting Markets

Discover how segmentation helps align organizational strengths with customers-needs

Identify characteristics that may be used to classify consumers

Determine consumers-needs within each segment

Understand how matching offerings to a segment differs between and among competitors

Explore the elements of an effective segmentation study

Module 5: Selecting Target Customers

Understand why targeting is important

Learn how the concepts of measurability, actionability and substantiability apply to target selection

Explore how big data can improve Customer Lifetime Value

Module 6: Positioning Your Brand

Understand what constitutes brand positioning and the fundamentals of a strong brand positioning statement

Identify a frame of reference and point of difference in the marketplace

Analyze a brand position by applying the value equation

Discover why and how a brand position may be refined over time

Module 7: Making Product Development Decisions

Identify the best path that leads to business growth for your organization through volume growth, new product expansion in existing markets, expansion into new markets, or new-to-the-world product and services development

Learn the basic methods and pitfalls of forecasting market penetration for existing and new products

Module 8: Making Brand Management Decisions

Understand the role of brands and the benefits they bring to an organization

Explore the concept of brand design and its relationship to the customer journey

Learn the advantages and risks associated with extending a brand

Define and calculate the impact of cannibalization

Module 9: Making Pricing Decisions

Understand the concept of Willingness to Pay (WTP) and its importance in determining pricing strategy

Explore the WTP demand curve and its representation of customers

Learn how positioning affects WTP and pricing strategy

Analyze opportunities for segmented pricing

Module 10: Making Distribution Decisions

Utilize market segmentation analysis for distribution channel design

Learn how to use channel benefits and channel segmentation analysis to evaluate a major market decision

Determine the value and functions of intermediaries and the role of incentives in channel design

Module 11: Making Marketing Communications Decisions

Utilize the creative brief as the foundation of your creative strategy

Understand the concept, value and issues associated with sustaining your position through laddering

Learn to apply the ADPLAN framework to evaluate advertising

Discover how to choose appropriate media forms for promoting your product or service

Gain insight into creating and managing successful client-agency relationships

Module 12: Making Digital Marketing Decisions

Explore the modern digital marketing eco-system

Gain insight into how marketing platforms mature and how each stage of maturation presents benefits and risks to marketers

Learn to leverage customer journey mapping as a tool for customer touchpoint identification and prioritization

Discuss the term 'experience,-describe why it matters, and use it to create differentiating value for your customers

Essentials of Marketing
at
Northwestern University
Faculty details

Eric T. Anderson, Professor of Marketing

Eric T. Anderson is the Polk Bros. Chair in Retailing, Professor of Marketing and former Chair of the Marketing Department at Northwestern University, Kellogg School of Management and Director of the Kellogg-McCormick MBAi Program. He holds a Ph.D. in Management Science from MIT Sloan School of Management and previously held appointments at the University of Chicago Booth School of Business and the W.E. Simon Graduate School of Business at the University of Rochester.

Timothy Calkins, Clinical Professor of Marketing

He is Associate Chair of the Marketing Department and Clinical Professor of Marketing at Northwestern University’s Kellogg School of Management. He teaches courses including Marketing Strategy, Biomedical Marketing and Strategic Marketing Decisions. He is also co-academic director of the Kellogg on Branding executive education program.