Marketing Strategy & Management

About this course

This Specialization builds a structured pathway through marketing strategy and management, beginning with the purpose of marketing and the role it plays in business direction. The first course introduces marketing planning, reason-based strategic decision-making, consumer experience, and leadership, helping learners understand how effective strategy begins with clear priorities and customer focus. The second course moves into competitive advantage and market positioning. Learners examine how organizations strengthen strategic advantage, identify target markets, shape product strategies, and use pricing to signal value. This progression helps connect customer understanding with practical decisions that influence positioning and differentiation. The third course focuses on delivering, promoting, and sustaining customer value. Learners explore place strategies, promotional strategies, customer relationship management, and successful strategy execution. Together, the three courses create a coherent learning journey from marketing foundations to competitive strategy and customer value delivery. Copyright ©2023 by Sage Publications Limited. All rights reserved, including rights for text and data mining and training of artificial technologies or similar technologies. Published by Sage Publications Limited, London. Used by arrangement with Sage Publications Limited. This Specialization is based on the book, Marketing Strategy & Management, by Sage Publishing Limited.

Course objectives

• Build a foundation in marketing strategy
• Connect customer understanding with practical marketing decisions
• Execute successful marketing strategies to enhance customer value