Marketing Management
Marketing management for managers in Canada, with the Competition Act, PIPEDA and Quebec's Law 25, CASL and French-language rules: creating and capturing customer value with the value stick, how consumers and business buyers decide, jobs to be done, the customer decision journey and behavioural effects such as loss aversion, market research with interviews, surveys, conjoint analysis and experiments, segmentation with cluster analysis, targeting and positioning, brand equity, brand architecture and private labels, product and service innovation with the Bass diffusion model and service blueprints, value-based pricing, price structures, promotions and the price waterfall, channels, wholesale and e-commerce economics, integrated communications, brand building and digital advertising measured by incremental returns, customer lifetime value, attribution and A/B testing, and go-to-market planning, ending in a capstone marketing plan for Cedarline Outdoor, with runnable Python examples.
MBA-512 3 credits 12 lessons · 4 h 21 min ▶ Video lessons coming soon
Offered by HSM University · MBA Core
This is the Canadian version of this course. See the American version.
What you'll learn
- Explain marketing management as creating, communicating, delivering and capturing customer value, using the value stick to separate value created from value captured.
- Analyse how consumers and business buyers decide, using jobs to be done, the customer decision journey, behavioural effects such as loss aversion and the buying centre, and apply privacy law to the use of customer data.
- Design market research that informs a specific decision, choosing among qualitative methods, surveys, conjoint analysis and experiments and judging sampling error and bias.
- Segment a market using needs-based and behavioural variables and cluster analysis, evaluate segments for targeting, and write a positioning with a frame of reference, points of parity and a point of difference.
- Measure brand equity in customers' minds, through price and revenue premiums and by relief from royalty, and make brand architecture, extension and private-label decisions.
- Manage innovation from concept to launch, forecast adoption with the Bass model, and design services using blueprints and service quality dimensions.
- Set prices from economic value to the customer and demand elasticity, structure prices with versioning and value metrics, evaluate promotions and manage the price waterfall within the law.
- Design and evaluate marketing channels, including wholesale, own stores, e-commerce and marketplaces, using service outputs, channel economics and the management of conflict and power.
- Plan integrated marketing communications that balance brand building and activation, using reach, frequency and adstock, and evaluate digital advertising by incremental rather than reported returns.
- Estimate customer lifetime value and acquisition cost, compare attribution methods, and design and interpret A/B tests with appropriate metrics, sample sizes and guardrails.
- Build a go-to-market plan that reconciles objectives, funnel conversion and sales capacity, stages the launch with gates and leading indicators, and meets labelling and claims requirements.
- Integrate the course into a marketing plan with objectives, strategy, programs, budget, financial case, metrics and responses to risk, and defend it to senior managers.
Course content
12 lessons · 4 h 21 min total · final exam
- 1 What marketing management is: creating and capturing customer value 23 min · quiz
- 2 Understanding customers: behaviour and decision journeys 24 min · quiz
- 3 Market research: qualitative methods, surveys and experiments 22 min · quiz
- 4 Segmentation, targeting and positioning 22 min · quiz
- 5 Brand strategy and brand equity 21 min · quiz
- 6 Product and service innovation 22 min · quiz
- 7 Pricing strategy and value-based pricing 22 min · quiz
- 8 Channels and distribution, including e-commerce 21 min · quiz
- 9 Integrated marketing communications and digital advertising 21 min · quiz
- 10 Marketing analytics: customer lifetime value, attribution and A/B testing 21 min · quiz
- 11 Go-to-market planning and launch 20 min · quiz
- 12 Capstone: a marketing plan for Cedarline Outdoor 22 min · quiz
- E Final exam 20 questions
Description
Marketing management for managers in Canada, with the Competition Act, PIPEDA and Quebec's Law 25, CASL and French-language rules: creating and capturing customer value with the value stick, how consumers and business buyers decide, jobs to be done, the customer decision journey and behavioural effects such as loss aversion, market research with interviews, surveys, conjoint analysis and experiments, segmentation with cluster analysis, targeting and positioning, brand equity, brand architecture and private labels, product and service innovation with the Bass diffusion model and service blueprints, value-based pricing, price structures, promotions and the price waterfall, channels, wholesale and e-commerce economics, integrated communications, brand building and digital advertising measured by incremental returns, customer lifetime value, attribution and A/B testing, and go-to-market planning, ending in a capstone marketing plan for Cedarline Outdoor, with runnable Python examples.