Marketing Management
Mark Cuban, owner of the Dallas Mavericks, puts it bluntly: “No sales. No company.” Every organization needs effective marketing to match its products, services and experiences to customers, and maintain and grow its revenue. In this course you will learn the keys to successful marketing, from using traditional and digital media channels to build brand awareness, to using consumer and behavioral research in order to better match your product to your customers’ wants and needs.
In this course, you'll learn to:
- Identify target customers and analyze and understand their needs and desires.
- Define your offering's value proposition and positioning.
- Identify the right target customer segment, and create a go-to-market strategy and integrated marketing campaign
- Define key performance indicators and analyze the results.
By the end of this class, you will understand how to assess the competitive playing field, understand your competitor’s brand position, and map your own organization’s position, strengths, and weaknesses, to create or capture competitive advantages.
What you'll learn
Skip What you'll learn
Marketing methods to help you identify successful strategies and tactics
How to apply marketing frameworks to real-world business problems
How to create strategic, research-based marketing plans
How marketing skill sets support your role as a successful mananger/leader
Judy Frels
Clinical Professor of Marketing, Assistant Dean of Online Programs
University of Maryland
David Godes
Dean's Professor of Marketing, Marketing Department Chair
University of Maryland
P.K. Kannan
Professor of Marketing, Dean’s Chair in Marketing Science
University of Maryland
Mary Beth Furst
Associate Clinical Professor, Marketing
University of Maryland
