Marketing Channels, Tactics and Management
The Marketing Channels, Tactics, and Management course examines the contemporary range of marketing channels, common tactics unique to various channels, and how to plan an integrated approach to reach consumers at critical points. This course provides an overview of marketing channels with more focus on digital channels covered throughout the 360’ Marketing Certificate and Specialization. To deliver on the core components of any brand’s success, customers and stakeholders must feel assured that the brand exists, be clear on its offering, and see clear value in relation to themselves. Based on rapid changes in technology along with the way we distribute, consume and share media, understanding channel differentiators and designing an integrated marketing approach are essential for business goal attainment in today’s competitive landscape.
max. 8 weeks
Estimated time per week
CEOs, Business Managers, Marketing Managers
What will I learn?
Distinguish between business-to-consumer and business-to-business marketing channels
Differentiate between above the line, below the line, and through the line marketing channels and the relative value and function of each
Evaluate the benefits and costs of various opportunities for sponsorship, product placement, and endorsements and propose effective ways to use these strategies for a variety of brands
Examine legal and ethical issues such as privacy, data usage, and regulatory laws and how they impact marketing strategy
Identify the role, value, and difference between paid, earned, owned and shared media across traditional and emerging formats
Identify the purpose and value of content marketing in today’s marketing landscape, especially regarding social media and the range of ways content media is being created and distributed
Create a comprehensive marketing plan that includes objectives, roles, costs, execution, evaluation, and implementation management
How will I learn?
What support will I receive?
When you have a dedicated team on your side, you'll never be alone studying at Nexford. Hailing from many different countries and with online education expertise, our faculty provides you world-class support. Ask them questions during one-to-one office hours or live chat, email them any time, and get individual feedback on your assessments.
While you’re learning, you’ll also have full access to the Nexford online library, which includes access to millions of full-text articles, industry reports and key sources such as the Wall Street Journal, the Financial Times and The Economist.
LinkedIn Learning: unlimited access with Nexford
Support your Nexford goals with access to LinkedIn Learning during your program, at no additional cost. Explore the learning hub of the globe’s biggest professional networking platform to:
- Power your career: choose from over 16,000 expert-led courses, from remote working to data science
- Show off your skills: earn a certificate when you complete a course
- See what’s trending: LinkedIn Learning adds 25 new courses each week
- Tailor your learning: choose relevant courses based on your experience, LinkedIn profile and goals
- Test what you’ve learned: use LinkedIn Learning assessments