Marketing Agency

Introduction to Marketing Strategy Mechanics What you’ll learn to do: explain the inputs and components of a marketing strategy The company strategy and objectives provide direction for the whole company, but they don’t specify how… Introduction to Marketing Strategy Mechanics

Strategy and Objectives LEARNING OBJECTIVES Define strategy, tactics, and objectives Describe how to align mission, strategy, and objectives Explain the role of marketing strategy in corporate strategy The Need for Objectives As we discussed before, a… Strategy and Objectives: role of marketing strategy in corporate strategy

The Mission Statement LEARNING OBJECTIVES Describe how to align mission, strategy, and objectives Explain the role of marketing strategy in corporate strategy A Mission Statement Explains Why an Organization Exists The mission statement guides the corporate… The Mission Statement

Strategy and Tactics LEARNING OBJECTIVES Define strategy, tactics, and objectives A strategy is a directed course of action to achieve an intended set of goals.[1]  A tactic is the means by which a strategy is carried… Strategy and Tactics

Introduction to Marketing Strategy Alignment What you’ll learn to do: evaluate how marketing strategies align with corporate strategies Most of this course will focus on elements of the marketing strategy and the different tactics organizations… how marketing strategies align with corporate strategies

Why It Matters: Marketing Strategy Why learn about marketing strategy? In this module you’ll learn about the important role that marketing strategy plays in supporting corporate strategy. When a company has a mission and a set… Why It Matters: Marketing Strategy

Putting It Together: Segmentation and Targeting Remember Chumber, your new employer from the beginning of this module? Now that you’ve learned something about segmentation and targeting strategy, let’s return to the request your boss made… Putting It Together: Segmentation and Targeting

Case Study: Red Bull Wins the “Extreme” Niche LEARNING OBJECTIVES Explain how targeting influences each element of the marketing mix Background Red Bull is an Austria-based company started in 1987 by Dietrich Mateschitz that sells one… Case Study: Red Bull Wins the “Extreme” Niche

Mass Marketing Mass marketing, also called undifferentiated marketing, involves marketing to the entire market the same way. Mass marketing effectively ignores segmentation and instead generates a single offer and marketing mix for everyone. The market is treated as… Mass Marketing

Differentiated Marketing A differentiated marketing strategy is one in which the company decides to provide separate offerings to each different market segment that it targets. It is also called multisegment marketing. Each segment is targeted in a… Differentiated Marketing