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Learn marketing strategy with online courses and programs

Effective marketing starts with a solid strategy. Finding the right audience, developing your message, and coordinating marketing efforts requires proper research and planning. Learn how to create a strong marketing strategy with courses on edX.

What is marketing strategy?

When an organization needs to promote a product or service, they start by developing a marketing strategy. This plan outlines the actions necessary to achieve specific business goals and objectives, and may follow the following steps:

1. Create a SMART goal 2. Establish a budget 3. Conduct market research 4. Identify the target audience 5. Determine the unique selling proposition (USP) 6. Decide on the marketing channels that will be used 7. Develop messaging and branding 8. Build out the campaign 9. Measure results

The effectiveness of a marketing strategy can be measured by a number of factors. Success may be determined by sales, lead generation, conversion rates, website traffic, social media metrics, customer feedback, or return on investment (ROI). With courses on edX, you can learn how to develop a strong marketing strategy that can be measured and refined.

Marketing Strategy | Introduction Image Description

Marketing strategy course curriculum

Current and aspiring marketers can benefit from deepening their understanding of how to develop a strong marketing strategy. For those just starting out, it can be helpful to explore various foundational marketing topics, such as:

  • Segmentation, targeting, differentiation, and positioning

  • The 4 Ps of marketing: product, price, place, and promotion

  • The product life cycle

  • Customer relationship management

Learners who want to further their marketing strategy knowledge can explore intermediate courses that may cover how to:

  • Apply traditional marketing strategies in an online environment

  • Develop loyalty and trust for a sustainable customer relationship

  • Create and use consumer personas

  • Conduct a competitor audit and analysis

  • Identify and establish brand positioning and values

  • Set SMART goals for post-campaign measurement

All of these skills can contribute to an effective marketing strategy that delivers measurable results. edX offers a variety of educational opportunities for learners interested in studying these topics, as well as a host of other disciplines. A boot camp can provide flexible, hands-on learning for those who want to upskill quickly, while executive education courses are designed for busy professionals. You can also pursue a more comprehensive curriculum in a bachelor’s degree program or, for more advanced learners, a master’s degree program. 

Find the right learning path for you with edX.

Explore marketing jobs

An organization’s marketing strategy impacts a variety of individual roles and teams. Each one contributes to the strategy’s overall success and its key performance indicators (KPIs). While the roles and responsibilities can differ across industries and companies, marketing positions include titles such as:

  • Chief marketing officer (CMO): Aids in the development of the marketing strategy, coordinates with other departments, and oversees the marketing team.Footnote 1

  • Product manager: Helps identify unique selling points that position the product or service being marketed.Footnote 2

  • Market research analyst: Conducts research to uncover important consumer insights and influence strategic decision-making.Footnote 3

  • Digital marketer: Advises on digital aspects of the marketing strategy, such as search engine optimization (SEO) and other web-based activities.Footnote 4

  • Customer support specialist: Interacts directly with customers, providing important insights into their sentiment, which can inform marketing strategies.Footnote 5

Each of these roles will have different education and skills requirements. For example, you may be able to build relevant skills in a digital marketing boot camp. However, some employers may seek candidates with a marketing degree, depending on the role. Before deciding on a specific learning path, research the positions you hope to pursue and align your coursework with your career goals.

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