• Length:
    6 Weeks
  • Effort:
    8–10 hours per week
  • Price:

    FREE
    Add a Verified Certificate for 149 USD

  • Institution
  • Subject:
  • Level:
    Intermediate
  • Language:
    English
  • Video Transcript:
    English

Prerequisites

Students are required to have completed EBM01x, and ideally, students should also have completed EBM02x. This course is a graduate level course that assumes an undergraduate degree level understanding in a non-cognate area.

About this course

Evidence-based marketing provides the knowledge and skills needed to navigate the brave new world of digital marketing, to develop a marketing mix, and to create cost-effective marketing strategies that cut through the clutter.

There are plenty of courses that will teach you the principles and practices of marketing, and plenty of books that will introduce you to the next “big” thing. This is particularly true in the Internet age, with new digital marketing opportunities seeming to appear daily. Some have even questioned whether the basic principles and practices of marketing still apply in this new digital world.

Drawing on the evidence-based framework, this marketing course teaches managers how to evaluate the evidence in support of new and existing marketing strategies, guiding them to identify the best strategy for different stakeholders, and giving them the tools to evaluate the impact of their marketing activities.

The knowledge and skills developed in this course are an important addition to the arsenal of marketing analysts, emerging and established marketing managers, and market-oriented entrepreneurs.

This course is part of the Evidence-Based Management MicroMasters Program.

What you'll learn

By the end of this course, students will be able to:

  • Establish the relevant stakeholder groups that their organization needs to address in their marketing activity.
  • Justify the choice of target audience for marketing communication.
  • Integrate stakeholder knowledge and communication to solve customer needs.
  • Deliver effective communication that reflects the complexity of real-world stakeholder issues.
Week 1: Marketing concepts
Introduction to the key marketing theories and concepts.
Week 2: Strategy and applications
High level strategic considerations for stakeholder-based marketing.
Week 3: Tactics in marketing
Evidence for different marketing tactics that are applicable to different stakeholders.
Week 4: Defining the audience
Tools for evaluating feedback relating to marketing solutions for different stakeholders.
Week 5: Marketing by evidence
Collection, synthesis and analysis of marketing evidence.
Week 6: Context and applications
Review and reflect on the application of different marketing strategies and tactics in different contexts.

Meet your instructors

Andrew Hughes
Lecturer in Marketing
Australian National University
Patrick L'Espoir Decosta
Co-Developer
Australian National University

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Who can take this course?

Unfortunately, learners from one or more of the following countries or regions will not be able to register for this course: Iran, Cuba and the Crimea region of Ukraine. While edX has sought licenses from the U.S. Office of Foreign Assets Control (OFAC) to offer our courses to learners in these countries and regions, the licenses we have received are not broad enough to allow us to offer this course in all locations. EdX truly regrets that U.S. sanctions prevent us from offering all of our courses to everyone, no matter where they live.