Essential Marketing Frameworks

Essential Marketing Frameworks

Instructor: University of Washington Team

Access provided by Coursera Learning Team

3 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

12 hours to complete

3 weeks at 4 hours a week

Flexible schedule

Learn at your own pace

3 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

12 hours to complete

3 weeks at 4 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Foundational marketing terms and concepts
Key marketing frameworks (e.g., SWOT analysis, 4Ps, 5Cs)
Insights into consumer behavior and their impact on marketing strategies

Details to know

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Assessments

13 assignments

Taught in English

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There are 3 modules in this course

This course will give you an introduction to key marketing concepts and basic skills. You’ll learn how tools such as marketing frameworks can help you analyze the market and achieve business goals. As you dive into the psychology of marketing, you’ll learn how to understand consumer behavior, size up the competition, and engage customers through effective marketing channels. This course will provide you with the foundational knowledge needed to explore more specialized marketing topics.

In this module, we'll dive into some foundational concepts and terminology of marketing. You will learn why marketing is essential for businesses and explore various marketing roles and careers. Through engaging with key marketing terms and analyzing real-world case studies, you will gain a solid understanding of how marketing strategies are developed and implemented. This module will set the stage for your journey into the world of marketing, providing you with the essential knowledge and skills needed to succeed in more specialized topics.

What's included

3 videos6 readings3 assignments2 discussion prompts2 plugins

3 videosTotal 11 minutes

The Impact of Marketing4 minutesPreview module
The Funnel and Other Key Marketing Terms5 minutes
Digital & Traditional Marketing2 minutes

6 readingsTotal 60 minutes

Lesson 1.1 Slides10 minutes
Common Careers in Marketing 10 minutes
Lesson 1.2 Slides10 minutes
Lesson 1.3 Slides10 minutes
The Economist Case Study10 minutes
Case Studies Every Marketer Should See10 minutes

3 assignmentsTotal 90 minutes

Roles in Marketing30 minutes
Analysis of The Economist Case Study30 minutes
Analyze 3 Case Studies30 minutes

2 discussion promptsTotal 25 minutes

Where would we be without marketing?10 minutes
Digital & Traditional Marketing in Action15 minutes

2 pluginsTotal 30 minutes

Matching Activity - Key Marketing Terms & Concepts15 minutes
Matching Activity - Types of Marketing15 minutes

This module focuses on a crucial aspect of marketing: understanding and analyzing markets. In this module, you will be introduced to key marketing frameworks that will help you comprehend a business's market and identify opportunities. You'll learn about several marketing frameworks, including: 4Ps, 5Cs, 7Ps, Porter's Five Forces, and more. At the end of this module, you'll develop a basic marketing plan using one of the frameworks.

What's included

1 video3 readings3 assignments1 peer review1 plugin

1 videoTotal 7 minutes

Understanding Market Dynamics7 minutesPreview module

3 readingsTotal 30 minutes

Lesson 2.1 Slides10 minutes
Lesson 2.2 Slides10 minutes
7Ps, STP, & Porter's Five Forces10 minutes

3 assignmentsTotal 90 minutes

Basic Marketing Frameworks30 minutes
Quiz: 7Ps, STP, & Porter's Five Forces30 minutes
Scenario-Based Activity: Applying the RACE Framework30 minutes

1 peer reviewTotal 60 minutes

Peer Review of SWOT Analysis60 minutes

1 pluginTotal 15 minutes

YouTube video: RACE Marketing Framework15 minutes

Welcome to Module 3 of Essential Marketing Frameworks! This module focuses on the fascinating field of marketing psychology and how it can be used to engage with your audience effectively. You'll learn about key consumer behavior concepts, the ethical importance of audience consideration, and how to analyze market research findings to make informed marketing decisions. At the end of this module, you'll create a basic research marketing proposal that incorporates key concepts from the lesson.