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.

Course Summary

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.

Thinking strategically means developing and maintaining a fit between the organization's goals and capabilities, and changing market opportunities. In a fast-paced business environment, it is critical to understand what solutions consumers demand, what they are willing to pay, how they are willing to experience it (in terms of convenience), and how best to communicate the features of your product to the right audience. In this lecture, Don Caplan shows you how to think strategically about marketing in a consumer-oriented business environment.
Consumers demand ethics in all business activities, including marketing. Beyond the obvious ethics of telling the truth about a product and avoiding deceptive and high-pressure tactics, there is the idea of "sustainable marketing" - the socially and environmentally responsible marketing that meets the present need of consumers and businesses while preserving or enhancing the ability of future generations to meet their needs. In this lecture, Don Caplan engages the critical issues of ethics and sustainability that underpin a successful marketing strategy.
This session challenges you to think about the environment in terms of the 'macro' and the 'micro' environment. This helps you to separate, classify, and organize your strategy, taking into account such diverse things as the political and regulatory environment, the economy, demographics of consumers, changes in technology, and changes in consumer tastes.
Research is critical to a good marketing approach, and as with all data sets that are large and complex, there needs to be organizing devices to help make sense of the data. Computer systems, like marketing information systems can help, though the role of the marketer is to interpret the data through a conceptual lens that shows how the data is relevant, timely, and important to marketing efforts. In this lecture, Don Caplan shows you how to harness information to get accurate and timely marketing information.
What influences consumer behavior? What is the basis for buying decisions? These are perhaps the simplest, but most important questions that the marketer could answer. In this session, you will learn how to think about the issues that affect consumer choice, including the internal features of the consumer (in other words, who they are), as well as the environment that they operate in, and the competing choices they have available to them.
An important element in knowing your customer is dividing the market into groups with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes (known as segmentation). There are so many ways that a market can be segmented, how do you know which one is appropriate to your product (such as social class, gender, age, etc.), and what are the implications that you need to think through? This session helps to give you a greater understanding of the types and techniques of market segmentation.
A brand is a name, term, sign, symbol, or design, or a combination of these that identifies the maker or seller of a product or service and/or the product or service itself. They convey important information about a product or service, and often the brand can be the most valuable component of a company. How does marketing relate to branding, and what makes a great brand? Find out in this lecture.
With so many different ways to market a product, how do you select the right one? In this final substantive lecture, Don Caplan discusses the different advertising and sales promotion strategies that can help you get your product to market.
There has been a lot of information provided in this course, so relax and watch as Don Caplan summarizes the previous 9 hours of information into a short summary that pulls everything together. If you watch this session at the beginning, and find it difficult to follow, watch it again at the end of the course and see how much you've learned! Thanks for following this course in marketing with Don Caplan. We hope you've enjoyed it, and learned a great deal.

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