Creating Brands through People and Planning

  • 7 Videos | 35m 41s
  • Includes Assessment
  • Earns a Badge
  • Certification CPE
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People don’t buy products. They buy brands. Who creates brands? People. How do they do it? Through proper marketing research and planning. The traditional marketing mix emphasizes the four P’s: product, price, place, and promotion. However, this fails to address two other important aspects of marketing: planning and people. Planning and people are vital to any marketing effort. Marketing planning guides how marketing is carried out, so it’s imperative that it is informed and comprehensive. And because employees impact the marketing mix so strongly, it’s equally important to ensure they understand and support the company’s marketing actions. In this course, you'll learn about the types of people needed to create and support strong brands. You’ll become familiar with internal branding and the importance of engaging employees as brand ambassadors. You’ll also learn about how strategic and tactical planning are employed for conducting effective and cohesive marketing research that will inform digital marketing efforts. Finally, you'll learn about the factors that contribute to an integrated marketing communication plan.

WHAT YOU WILL LEARN

  • discover the key concepts covered in this course
    recognize key marketing responsibilities
    identify ways organizations can benefit from engaging employees as brand ambassadors
    recognize the steps in the planning process for marketing research
  • recognize actions for gathering and interpreting market research data
    identify factors to consider when creating an integrated marketing communication plan
    reflect on what you've learned

IN THIS COURSE

  • Playable
    1. 
    Creating Brands through People and Planning
    1m 20s
    UP NEXT
  • Playable
    2. 
    The People of Marketing
    5m 10s
  • Locked
    3. 
    Internal Branding: Employees as Brand Ambassadors
    4m 48s
  • Locked
    4. 
    Planning Your Market Research
    6m 9s
  • Locked
    5. 
    Gathering and Interpreting Market Research Data
    4m 47s
  • Locked
    6. 
    Integrated Marketing Communication Plans
    4m 38s
  • Locked
    7. 
    Let's Review
    1m 21s

EARN A DIGITAL BADGE WHEN YOU COMPLETE THIS COURSE

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