Marketing Strategy: Consumer Insight to Positioning

About this course

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.

Course objectives

• Turn consumer insight into clear marketing strategy and competitive positioning
• Diagnose business problems using practical marketing frameworks
• Communicate marketing decisions through structured plan proposals
• Understand how digital tools change consumer capabilities and firm responses