Aspire Journeys

Marketing Manager Journey

  • 28 Courses | 12h 47m 45s
  • 14 Books | 2h 7m
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Marketing managers are responsible for their company's marketing and branding, as well as researching and being aware of their competition.  They must use many skills to best position their company in the market, including creativity, storytelling, and communication.  Learn more about the skills required by a marketing manager.

Basics of Marketing

Successful marketing is about optimizing the value you offer customers, as well as the value you get from them in return. Learn more about the basics of marketing.

  • 5 Courses | 1h 53m 28s
  • 3 Books | 18m

Digital Marketing

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. Learn more about digital marketing, social media, and online presence.

  • 7 Courses | 4h 28m 43s
  • 2 Books | 20m

Creativity

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. Learn more about creativity and tips to help your ideas flow.

  • 7 Courses | 3h 24m 39s
  • 2 Books | 20m

Storytelling and Branding

Using storytelling can improve the way you communicate with key players inside – and outside – your organization, while branding can help showcase who your company truly is.  Learn more about storytelling and branding.

  • 2 Courses | 52m 48s
  • 5 Books | 50m

Writing and Communication

There's also an art to communication, allowing your authentic self to shine through and allowing the exchange with another person to unfold naturally.  Learn more about writing and communication.

  • 7 Courses | 2h 8m 7s
  • 2 Books | 19m

COURSES INCLUDED

The Basics of Marketing
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.
8 videos | 24m has Assessment available Badge
The People and Planning in Marketing
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.
8 videos | 21m has Assessment available Badge
Product, Pricing, and Promotion in the Marketing Mix
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.
8 videos | 31m has Assessment available Badge
Traditional and Online Distribution and Ethics in the Marketing Mix
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.
8 videos | 31m has Assessment available Badge
Competitive Marketing Strategies: Analyzing Your Organization
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.
7 videos | 24m has Assessment available Badge
Embracing the Digital Opportunity
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
7 videos | 28m has Assessment available Badge
Building a Digital Market via Websites and Email
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
9 videos | 38m has Assessment available Badge
Social Media and Social Selling
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
10 videos | 41m has Assessment available Badge
Creating Effective Social Customer Service
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
9 videos | 32m has Assessment available Badge
Assessing Digital Challenges and Risks
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
9 videos | 32m has Assessment available Badge
Expanding Your Digital Mindset
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
6 videos | 28m has Assessment available Badge
Expert Insights on Digital Marketing
Learn from the top experts about cutting-edge digital marketing topics such as real-time marketing, buyer personas, and persuasive value propositions.
23 videos | 1h available Badge
Developing a Team of Creative Gurus
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.
6 videos | 26m has Assessment available Badge Certification PMI PDU
Unleashing Personal and Team Creativity
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.
7 videos | 22m has Assessment available Badge
Verifying and Building on Creative Ideas
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.
6 videos | 18m has Assessment available Badge
Beat Procrastination by Boosting Your Creativity and Drive
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.
6 videos | 16m has Assessment available Badge Certification PMI PDU
Steps to Creativity Series
Do you need to be more creative on the job? Do you want to take your creativity up a notch? Josh Linkner shares five steps for honing your abilities to find new ideas and innovate: ask, prepare, discover, ignite, and launch.
5 videos | 15m available Badge
Brainstorming Series
If your brainstorming process lacks structure, you may be doing it wrong. The best ideas come from brainstorming sessions that have a facilitator who sets ground rules and keeps the discussion focused on solving clearly defined problems.
4 videos | 13m available Badge
Expert Insights on Creative Thinking & Brainstorming
Creativity: Nature versus nurture? You either have it or you don't? Not true. Creativity can be learned, and those who approach the creative process in the right way can overcome any problem.
30 videos | 1h available Badge
Telling a Business Story
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.
8 videos | 38m has Assessment available Badge Certification PMI PDU
Motivating Action with a Compelling and Data-driven Story
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)
6 videos | 31m has Assessment available Badge Certification PMI PDU
Strategies for the Modern Public Relations Professional
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.
7 videos | 18m has Assessment available Badge
Writing Skills for Public Relations
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.
6 videos | 16m has Assessment available Badge
Writing Effective E-mails and Instant Messages
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.
7 videos | 17m has Assessment available Badge
Writing and Preparing an Effective Speech
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.
7 videos | 21m has Assessment available Badge
The Art and Science of Communication
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.
6 videos | 15m has Assessment available Badge Certification PMI PDU
Trust Building through Effective Communication
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.
7 videos | 18m has Assessment available Badge Certification PMI PDU
Communicating Effectively with Customers
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.
8 videos | 23m has Assessment available Badge Certification PMI PDU
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BOOKS INCLUDED

Book Summary

Chaotics: The Business of Managing and Marketing in the Age of Turbulence
Chaotics provides the frameworks and tactics managers need to both survive and thrive in today’s more turbulent world. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
Book Duration 9m Book Authors By John A. Caslione, Philip Kotler

Book Summary

Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant
Blue Ocean Strategy methodically explains how to formulate and execute the strategies you need to get your organization into an open market space and escape the pressure of intense competition. In this Review, we discuss the salient points of the book based on our interpretation of its contents.
Book Duration 4m Book Authors By Renée Mauborgne, W. Chan Kim

Book Summary

Reality Check: The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition
In Reality Check, author Guy Kawasaki provides an informative, witty, and candid discussion of all aspects of starting and maintaining a vibrant enterprise. In this Review, we discuss the salient points of the book based on our interpretation of its contents.
Book Duration 5m Book Authors By Guy Kawasaki

BOOKS INCLUDED

Book Summary

Digital Relevance: Developing Marketing Content and Strategies that Drive Results
In Digital Relevance, Albee outlines various tactics to make your online marketing strategies a success. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
Book Duration 11m Book Authors By Ardath Albee

Book Summary

Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 4th Edition
Understanding Digital Marketing provides a comprehensive look at digital marketing and the strategies to help you get the most out of your investments. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
Book Duration 9m Book Authors By Damian Ryan

BOOKS INCLUDED

Book Summary

Your Creative Mind: Disrupt Your Thinking, Abandon Your Comfort Zone, and Develop Bold New Strategies
In Your Creative Mind, author Scott Cochrane wakes up dormant creativity so you can innovate purposefully. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
Book Duration 10m Book Authors By Scott Cochrane

Book Summary

Creative People Must Be Stopped: 6 Ways We Kill Innovation (Without Even Trying)
In Creative People Must Be Stopped, author David Owens traces how creative ideas can get quashed and shows readers how to avoid obstacles to innovation. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
Book Duration 10m Book Authors By David Owens

BOOKS INCLUDED

Book Summary

Sell with a Story: How to Capture Attention, Build Trust, and Close the Sale
Sell with a Story demonstrates the importance of using storytelling in sales to help create connections and build relationships with others. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
Book Duration 9m Book Authors By Paul Smith

Book Summary

Lead with a Story: A Guide to Crafting Business Narratives That Captivate, Convince, and Inspire
In Lead with a Story, author Paul Smith discusses the role of storytelling in the modern business world and the ways stories can be used to deal with common leadership challenges. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
Book Duration 11m Book Authors By Paul Smith

Book Summary

Whoever Tells the Best Story Wins: How to Use Your Own Stories to Communicate with Power and Impact, Second Edition
Whoever Tells the Best Story Wins highlights the importance of storytelling in the modern business environment. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
Book Duration 10m Book Authors By Annette Simmons

Book Summary

The Invisible Brand: Marketing In The Age Of Automation, Big Data, And Machine Learning
The Invisible Brand explores how artificial intelligence has become an integral part of the marketing and advertising sphere and how it affects companies and consumers. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
Book Duration 10m Book Authors By William Ammerman

Book Summary

Legacy in the Making: Building a Long-Term Brand to Stand Out in a Short-Term World
What do you want your legacy to be? In Legacy in the Making, authors Miller and Conley discuss how to think about building your legacy. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
Book Duration 10m Book Authors By Lucas Conley, Mark Miller
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BOOKS INCLUDED

Book Summary

Marketing Communications: Offline and Online Integration, Engagement and Analytics, Sixth Edition
Marketing Communications discusses how to communicate your message and create a cohesive brand with the tools you have at hand. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
Book Duration 9m Book Authors By PR Smith, Ze Zook

Book Summary

You've Got 8 Seconds: Communication Secrets for a Distracted World
You’ve Got 8 Seconds explains how to capture and hold the attention of others using simple, but valuable, communication strategies. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
Book Duration 10m Book Authors By Paul Hellman

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