Marketing Foundations

Focused View

Marta Dapena-Baron

1:15:53

135 View

01 - Introduction

01 - Think like a marketer.mp4

01:02

02 - 1. The Building Blocks of Your Marketing Strategy

01 - Defining brands and brand architecture.mp4

04:46

02 - Choosing a business category.mp4

04:43

03 - Investigating your organization and your competition.mp4

04:28

04 - Developing a practical customer definition.mp4

04:25

05 - Navigating three types of customer loyalty.mp4

04:25

03 - 2. Developing a Value Proposition for Your Brand

01 - Discovering customer segments.mp4

02:35

02 - Discover customer insights.mp4

04:01

03 - Mapping your business category.mp4

04:43

04 - Writing a target audience persona.mp4

04:23

05 - Articulating your brands value proposition.mp4

04:14

04 - 3. Creating the Customer-Brand Experience

01 - Building a brand-customer experience map.mp4

03:43

02 - Align your products and services to the value proposition.mp4

06:00

03 - Aligning your price to your brands value proposition.mp4

04:19

04 - Developing the communications plan.mp4

05:10

05 - Mapping brand-customer touchpoints.mp4

03:36

05 - 4. Creating the Marketing Plan and Learning from Your Work

01 - Writing the strategic narrative The marketing plan.mp4

02:08

02 - Learning from your work Marketing metrics.mp4

04:37

06 - Conclusion

01 - Thinking like a marketer.mp4

02:35

Description

Ever wondered what it takes to think like a marketer? You need to think analytically across multiple disciplines and tell a compelling story that engages customers with your brand as well as the internal audience in your organization. In this course, marketing expert, author, and professor Marta Dapena-Baron shares insights into the core concepts and fundamental skills that every new marketer needs to learn on day one.

This course teaches you to use a valuable framework for analyzing the commercial activities of any organization that has brands and customers. Explore the basic building blocks of a marketing campaign, including brands, business category, customers, value proposition, and the elements you need to create an effective customer-brand experience. By the end of this course, you’ll be prepared to wield your new skills as a marketer and develop a strategic plan that tells a compelling story.

More details

User Reviews

Rating

average 0

Total votes0

Focused display

Marketing Strategy

Digital Marketing

Internet Marketing

Marketing Plan

Marketing Management

Marta Dapena-Baron

Instructor's Courses

Marta is a teacher, speaker, author, consultant, and coach. Marta works with clients globally to lift the commercial competency of their teams, bringing focus and alignment to their strategy and execution efforts. Marta leads Big Picture Partners, an organization that designs learning experiences that maximize knowledge integration and motivate positive behavior change for participants and entire organizations. Marta is the author of Big Picture Strategy, a business planning methodology used across many Fortune 100 organizations.

Linkedin Learning

View courses Linkedin Learning

LinkedIn Learning is an American online learning provider. It provides video courses taught by industry experts in software, creative, and business skills. It is a subsidiary of LinkedIn. All the courses on LinkedIn fall into four categories: Business, Creative, Technology and Certifications. It was founded in 1995 by Lynda Weinman as Lynda.com before being acquired by LinkedIn in 2015. Microsoft acquired LinkedIn in December 2016.