Marketing Strategy and Planning provides learners with the opportunity to develop and master competencies required to execute marketing strategy. Learners perfect skills for planning and implementing a marketing strategy, including evaluating current brand positioning in the marketplace, identifying target audiences, setting objectives and key performance indicators (KPIs), and defining evaluation metrics to determine effectiveness. Key elements of strategic planning are examined, including pricing, brand positioning, and setting up the framework of a strategic marketing plan.

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Course level

Undergraduate

Course duration

max. 8 weeks

Estimated time per week

10-15 hours

Course prerequisites

None

Cost

$ -

Course credits

Relevant jobs

CEOs, Marketing managers, Business Managers

What will I learn?

Identify the components of a current state assessment for a product, service or experience offering, including positioning, competitors, and industry factors and trends

Analyze how various components of pricing strategy (e.g. profit margin, break-even, discounting, elasticity) work together to impact a marketing strategy

Develop channel and communication plans for broadly and narrowly defined target audiences

Define relevant marketing goals and select appropriate KPIs

Identify various market segmentations through the analysis of audience targeting, decision making cycles, and product positioning

Define and communicate effective measurement and evaluation techniques as they relate to a comprehensive marketing strategy and plan

Marketing strategyMarketing planningCrisis management

How will I learn?

Learning Experience

Your course starts on the first of the month. Each course consists of six modules, each module will take you one week to complete and each course is designed to take you eight weeks to complete. Nexford’s learning design team has purposefully created courses to equip you with competencies mapped to the skills employers are looking for. Each course has 5-7 learning outcomes based on the skills employers need. Everything you learn gives you measurable skills you will use to succeed in today’s world of work.

Nexford courses are not live or recorded lectures. Instead, they’re reading, videos, interactive elements, quizzes and relevant case studies. Programs include assessments, peer-to-peer discussions, and a final project to practice what you’ve learned in a real-world context. Program content is available 24/7 during the course, and you have opportunities for collaboration and networking with learners during and after your program. Our global community of learners work at top companies such as Microsoft, Deloitte, and Google.

You'll have 24/7 access to success advisors to support you. Faculty also provide you world-class support. Book appointments with them, get individual feedback, and attend regular optional webinars. Nexford courses are rigorous and they encourage critical thinking - because we care about what you know how to do not what you know you have regular hands-on assessments reflecting the business world.

Course Outline

Modules	Assignment Due Date
1: Current State Assessment	Day 10
2: Marketing Objectives and KPIs	Day 17
3: Pricing and Marketing	Day 24
4: Target Marketing and Positioning Within The Consumer Decision Making Cycle	Day 31
5: Channel and Communication Planning	Day 38
6: Crisis Management and Advanced Planning	Day 45 (optional)
7: Final project	Day 51

How will I be graded?

Across the duration of the course, you will undertake five Formative Assessments and one Final Project.

The summative assessment is your final project and achieving a passing grade on this assessment is required to pass the course. The minimum passing grade at Nexford University is a C or above. (70% or above).

Grading Scale		Grading Weights
A	90%-100%	Module Assignments	30%
B	80%-89%	Final Project Milestones	30%
C	70-79%	Final Project	40%
F	< 70%	Final Project	40%
W	Withdrawn	Total	100%

What will I get after completing the course?

You'll get real skills you can use at work, straight away.

Once you've taken one course, you can take more. Using stacked credentials, you’re able to take enough courses to make a certificate, and take enough certificates to build a degree.

If you apply for a Nexford certificate or degree, you'll get credit for each course you take.

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

Questions? We’re here to help

Frequently asked questions

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My weekly reflective journal is my Nexford highlight. Thanks to faculty support, I continually apply principles to my enterprise – and I've been able to scale beyond considerable measure.

Siramene Teeh Ngbor

Current BBA learner

MKT3251

Marketing Strategy and Planning

What will I learn?

Key Skills

How will I learn?

What support will I receive?

LinkedIn Learning: unlimited access with Nexford

Questions? We’re here to help