Instructor - Don Caplan
This is a 10 hour course and costs $95
Develop a critical appreciation for a holistic customer-focused approach to the marketing process that builds long-term relationships with customers and other key stakeholders while balancing economic, social and environmental concerns.
In this course, you will develop skills necessary for choosing, providing and communicating value while recognizing the complexities and interdependencies involved in today’s business environment. Specifically, students will develop an appreciation for the analytical and strategic decision-making skills necessary to prepare a marketing plan for an organization or an entrepreneurial venture. At the end of this course, you will be able to: Describe the process by which products/services are planned, priced, promoted and distributed for the benefit of the consumer and society; Articulate the relationship of marketing as a key element of a socially responsible and ethical organization strategy; Express and use key marketing vocabulary, knowledge and theoretical perspectives; Articulate insights into the customer value creation process in identifying creative and competitive customer solutions, and; Explain principles of sustainable marketing in a global context. There are no recommended pre-requisites for this course.
How do I take this course?
This course delivers 10 hours of video lecture presentations on key topics on modern marketing. You can download and print a copy of the presentation slides, and make notes as you follow along. To make it easier to absorb the material, each hour is divided into short segments, of about 15 minutes each. You can watch as many, or as few segments each day, or each week, in your own time. Each segment is followed by a short quiz to help you review, and test yourself about what you have learned.
Do I get a Certificate of Completion?
Yes. On completion of this course, you will be able to print a Certificate of Completion showing the overall average that you achieved in all of the quizzes. You may be able to take this to your university or college to ask for transfer credits, or to your professional association to see if you can be awarded continuing education credits.
In this lively introduction, Don Caplan explains that marketing used to be about 'making sales', whereas today it is about satisfying customer needs. This shift in goals creates an entirely new approach to marketing, finding out about your customers, and even thinking about product development.
- Teacher: Don Caplan