Marketing Manager Journey

Successful marketing is about optimizing the value you offer customers, as well as the value you get from them in return. Understanding its function will help you better understand the relationship that companies need to build with their customers. Knowing how to effectively advertise and use each distribution channel will help you stand out from the competition. In this course, you'll learn about the key functions of modern marketing and its link to overall corporate strategy. You'll also consider the role of advertising and distribution in digital marketing. Finally, you'll learn about the foundations for creating a marketing strategy and making the most of each advertisement in your distribution model.

An effective marketing strategy takes time and money. It's vital to get things right, and this requires proper marketing planning. The elements of the traditional marketing mix form important strategic cornerstones of any marketing activity. However, this traditional marketing mix fails to address two very important aspects of marketing: planning and people. In this course, you'll learn about strategic and tactical planning and the kinds of market research that support it. You'll be introduced to the basics of budgeting for, developing, executing, and evaluating a marketing plan. And you'll learn how companies can engage all their employees in developing their own marketing roles.

The marketing mix is a collection of elements that uses advertising to satisfy customers' needs and meet business objectives. We all buy products - we read the advertisement and we check the competition. The company can advertise the product and then send it along the distribution channel. In this course, you'll learn about a few elements of the marketing mix: product, price, and promotion. You'll learn how marketing is involved in developing new products and about the stages of the product life cycle. You'll also learn about pricing, including how to approach product pricing. Finally, you'll learn about promotional techniques, including the importance of distribution and having a robust distribution model.

Although using an advertisement may be an important aspect of your marketing strategy, there's much more to marketing than just finding the best way to advertise your products or services. There's also the vital process of how your product gets all the way from the producer into the hands of your target customers - the product distribution. This process has changed immeasurably with the invention of the Internet, and, just as with online advertising, it brings about a whole new range of concerns related to ethics. In this course, you'll learn about the importance of an effective distribution model and selection of a distribution channel. You'll also learn key distribution strategies and systems, how to select and manage distributors, online distribution opportunities, and e-marketing.

It takes a certain amount of marketing innovation to win customers today. When developing a competitive marketing strategy, conducting effective research is a key step. You need to assess your organizational capabilities and advertising activities. In this course, you'll learn how to assess an organization's core capabilities and how to conduct a marketing audit. This course also describes how to conduct an internal analysis as part of the process of developing competitive marketing strategies. It explains the types of questions you may need to ask about your organizational resources and capabilities. And it describes areas to consider when doing a marketing audit and looking at innovation activities.

The growth of mobile devices and social media have dramatically changed how consumers interact online. This has had a profound effect on how businesses market services and products to their customers. The facts about Digital are compelling. People prefer to interact online, mobile devices now account for over 50 percent of web page views, the current worldwide total number of Internet users is 4.5 billion, and social media users worldwide represent 3.2 billion people. In this course, you'll learn how digital provides opportunities for understanding the customer journey, creating sustainable business growth, and fostering more highly functioning organizations, teams, and individuals. You'll also learn how organizations can benefit from applying digital technologies and practices to their marketing plans and strategies. This course was developed in partnership with the Digital Marketing Institute. (www.digitalmarketinginstitute.com) For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website: https://digitalmarketinginstitute.com/lp/skillsoft

According to recent research, over 90% of business-to-business customers carry out online research before they make a purchase decision. It's clear that it's important for every business to have an online presence. Today, when customers have a need or a problem to solve, the first step is to search for an answer online. In this course, you'll learn about how customers search for solutions to their needs and how businesses can match those searches with the right online presence. You'll also learn how an online presence can be designed to engage and connect with customers, building strong relationships to support your business, as well as how you can increase conversion by optimizing your website content for searches. Finally, you'll examine the role of email marketing, which continues to provide one of the highest returns on investment of any digital channel by examining the key elements of compelling email communications, including how they align to your customer's journey, and how they can help you to achieve your business objectives. This course was developed in partnership with the Digital Marketing Institute. (www.digitalmarketinginstitute.com) For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website: https://digitalmarketinginstitute.com/lp/skillsoft

More than ever, people are using social media. They aren't just interacting with friends, but with businesses as well. Today, customers expect businesses to reach them on social media. As a result, social media not only gives businesses invaluable customer data, it provides an effective way to promote products and services to grow the business as well. In this course, you'll learn the key features and benefits of social media for businesses, and become familiar with its key concepts and terminology, essential to understanding the role it can play in engaging with customers, providing support, advertising, and generating business. You'll also learn about the most popular social media tools, and how personal branding and an active community can be a real differentiator for your organization, and how it can support your overall business objectives. This course was developed in partnership with the Digital Marketing Institute. (www.digitalmarketinginstitute.com For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website: https://digitalmarketinginstitute.com/lp/skillsoft

Social media and mobile use are closely linked, which means customers are more likely to connect with businesses for customer service when it suits them. Customers prefer social media for contacting businesses because they can multi-task while waiting for a response. This gives customers more control over the communication channel, so businesses must have a plan to manage expectations and engage with customers on their terms and in the social media platforms they frequent. In this course, you'll learn about the importance of using social media for customer service, the changes brought about by social customer services, and how companies are adapting to this new way of addressing customer issues. You'll also learn how changes in the behavior and expectations of customers have impacted customer service and become familiar with the advantages of social customer service for businesses, gaining an understanding of the importance of other digital tools to support your customers. Finally, you'll explore the challenges of social customer care and the strategic approaches that you can implement to improve customer service. This course was developed in partnership with the Digital Marketing Institute. (www.digitalmarketinginstitute.com) For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website: https://digitalmarketinginstitute.com/lp/skillsoft

With the rise in Digital, businesses are challenged to carefully consider how customer and employee data are captured, stored, and retained. Because data security risks such as data breaches and cyber threats regularly affect organizations, businesses do well to plan, manage, and mitigate against these internal and external risks. Without careful management, risks can easily get out of hand, especially in a social media environment. This can cause serious damage to a business or its brand. In this course, you'll learn about the risks that can affect organizations online, how, without careful management, they can grow beyond control, and ways to manage and mitigate against them. You'll also review the potential impacts of various risks related to Digital, such as a data breaches and cyber threats, and how proper planning can prevent them. You'll explore how the rise in social media increases the likelihood that small events can quickly become a global issue for a company, and how issues that arise must be treated with care, using pre-defined guidelines. In addition to these risks, you'll examine various business challenges associated with Digital, such as lack of digital skills faced by many companies, the need for innovation, and difficulties related to an organization's structure. Finally, you‘ll review evolving regulations around the use of Digital, and how to ensure that your approach is aligned with local market requirements. This course was developed in partnership with the Digital Marketing Institute. (www.digitalmarketinginstitute.com) For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website: https://digitalmarketinginstitute.com/lp/skillsoft

Digital technology brings the power to transform interactions within business, but it's imperative that organizations are agile enough to respond in an ever-changing digital landscape. Digital also enables easier review of digital metrics. By consistently measuring key metrics and performance indicators, Digital helps businesses to learn from each cycle of the process to inform the next iteration. In this course, you'll learn that a digital mindset means understanding the power of digital technology to transform interactions within the business and you'll gain a richer set of customer insights by analyzing the way they interact with your organization through your digital assets. This in turn can help you to understand the customer journey and to improve the experience for your customers, which further increases engagement and conversion. You'll also explore the customer and company benefits of adopting a digital mindset and how an agile approach involves frequent reviews, allowing businesses to lower their costs and to increase their market reach more efficiently. Finally, this course shows you how to solve problems differently with Digital, and how adopting a digital culture and mindset can add value to your business, your organization, your department, and your own role. In this course, This course was developed in partnership with the Digital Marketing Institute. (www.digitalmarketinginstitute.com) For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website: https://digitalmarketinginstitute.com/lp/skillsoft

In this course, you will learn techniques for developing a team of "creative gurus" - team members who excel at generating innovative ideas. You will learn ways to assemble your team, generate creative ideas, overcome barriers to team creativity, and foster a creative workplace.

Believe it or not, everyone has the potential to be creative. If you're struggling to express your ideas, then something is getting in the way. But with the right approach and techniques, team leaders can provide a safe space that encourages brainstorming, innovating, and creative thinking. In this course, you'll learn about characteristics of creative people, how to overcome personal barriers, and how to foster team innovation in a work environment. It describes personal barriers to creativity and how to overcome them and provides strategies for enhancing creativity in the workplace. It also outlines key requirements for promoting creativity and explores techniques for fostering creativity in teams.

You might not describe yourself as a creative person, but everyday activities - like problem solving or spotting opportunities - rely on your creative thinking and innovation. Originality is key, but your ideas also have to work within real-world constraints. In this course, you'll learn about the different stages of innovating and techniques for verifying the workability of your ideas. You'll also discover guidelines and techniques for building on and testing an idea, such as brainstorming. The course outlines when to use research and simulations to check the workability of an idea, and it discusses ways to build on ideas effectively.

Everyone could benefit from a boost in creativity. Whether you're in marketing and advertising, management, or software development, all professionals need to be able to come up with original ideas and think outside the box every now and then. But sometimes the pressure to think creatively is the very thing that blocks the flow of fresh ideas and results in the type of procrastination that is an obstacle to efficient time management. This course focuses on the relationship between procrastinating and creativity. You'll learn about how the optimal amount of procrastination actually boosts creativity and efficiency. You'll also learn how to use creativity boosters to help you past those times when you procrastinate a little too much.

As humans, we've been using narratives to share our knowledge and experiences with others since the beginning. But effective storytelling, specifically within a business context, requires thoughtful preparation and effective delivery. With practice, using storytelling can improve the way you communicate with key players inside - and outside - your organization. In this course, you'll learn how to plan and deliver effective stories that engage your target audience and help you accomplish your objectives.

The right story narrative can persuade and enable company leadership to make smart, informed and intentional decisions about their business. In this course, you'll learn how to build a compelling, data-driven story that adequately answers the framed problem, and motivates action among key stakeholders. This course was developed with subject matter provided by the International Institute for Analytics. (www.iianalytics.com)

Public relations (PR) has always been a balance of persuasion, information, and communication - but these terms imply a one-sided relationship. The rise of social media and lightning-fast news cycles requires that modern public relation professionals engage more with their audiences and build and maintain relationships. In this course, you'll learn the fundamentals of modern PR, including new research and marketing methods, how to create and maintain relationships with your influencers, and how to react to negative news stories. You'll also learn how to build and monitor a successful PR campaign.

The ability to write well is an essential skill and responsibility for all public relations (PR) professionals. Good writing is often time consuming and doesn't always come easy, but it's vital for connecting with your target audience and conveying your key brand messages in a clear and engaging manner. In this course, you'll learn how to develop written messages for your public relation initiative. You'll explore how to create and distribute attention-grabbing press and social media releases. You'll also learn techniques for managing an effective social media marketing campaign.

Email has become an indispensable communication tool for organizations, and plays a vital role in how they conduct business and maintain their operations. As a result, one of the most important communication skills to have in the workplace today is email etiquette. It can help ensure you get messages across quickly, appropriately, and concisely. In this course, you'll learn some tried and tested guidelines for writing emails. You'll explore the fundamental elements of written communication that every email should contain, and the importance of keeping emails concise. The course also covers the etiquette associated with using instant messaging programs as an extension of email.

Not everybody is a natural public speaker. Public speaking is a skill , one that requires significant planning and preparation. It involves developing written communication skills and learning how to deliver your writing in public. In this course, you'll learn how to write a speech by setting the aim of your speech and considering your audience and theme. You'll also be introduced to best practices for planning and researching a speech. And you'll learn how to check your written speech and ensure the grammar is correct.

There is a science behind communication, including how we react neuro-physiologically to others - through verbal communication such as their words and tone, as well as the non-verbal communication of their actions and body language. There's also an art to communication, allowing your authentic self to shine through and allowing the exchange with another person to unfold naturally. In this course, you'll learn about the art and science of communication. You'll explore techniques for connecting with your audience and building trust with them so that your communication intention is clear and understood. You'll also learn the basic principles of assertive communication that is positive and not aggressive.

Building relationships with the people you want to communicate with is key to making communication effective. And building trust is essential to forging meaningful working relationships. In this course, you'll explore the necessity of clearly presenting your information and intentions as the basis of effective communication. You'll see how understanding your audience ensures that your message is delivered in such a way so to maximize its impact and how managing your emotions allows you to adapt to the emotional needs of others to build trust. Finally, you'll learn how verbal communication combines with body language and vocal tone to better convey your message effectively.

Effectively communicating with customers is essential to the success of any customer-oriented business. Adapting to the different communication styles and emotions of customers will help you build customer relationships through better customer conversations. Improving conversations with customers enables an efficient, high quality client service (CS). This course explains how to adapt to the different communication types and identify the common emotions that customers experience when contacting a support center. It also explains how to adapt your writing skills to communicate through e-mail and to document incidents.