In this Specialization, you’ll learn how to turn consumer insight into a clear marketing strategy and competitive positioning. You’ll start by learning how marketing creates value and how buyer behavior informs decisions across the marketing mix—product, pricing, channels of distribution, and communication. You’ll use practical frameworks to diagnose business problems, evaluate branding choices (including brand extensions), and select marketing actions that fit the customer and the market.
Next, you’ll go deeper into the marketing mix to make stronger growth decisions. You’ll compare pricing models, evaluate how firms use distribution channels, and strengthen your ability to critique and improve advertising execution. You’ll also learn how to communicate marketing decisions with a structured marketing plan proposal.
Finally, you’ll connect these fundamentals to today’s digital environment. You’ll examine how tools like the Internet and smartphones change what consumers can do and how firms design product, promotion, placement, and pricing in response.
By the end of this Specialization, you will be able to:
Analyze consumer needs and use frameworks to choose a marketing strategy and positioning.
Build a marketing plan proposal across product, pricing, channels, and communication.
Evaluate branding decisions, pricing options, channel choices, and advertising effectiveness.
Apply digital-era thinking to update the marketing mix as consumer behavior evolves.
Applied Learning Project
You’ll complete applied work that mirrors real marketing decisions. Across the courses, you’ll build and refine a marketing plan proposal that connects buyer insight to choices on product strategy, branding (including evaluating brand extensions), pricing, distribution channels, and communication. You’ll analyze how existing businesses use channels of distribution, compare alternatives, and justify recommendations based on value creation and fit. You’ll also critique advertising execution and create a persuasive advertising piece aligned to your plan’s target customer and positioning. In the digital marketing course, you’ll use real-world examples to assess how digital tools reshape consumer roles and apply that insight to adjust product, promotion, placement, and pricing choices.
