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Marketing Course Overview

This 12-week marketing course offers a comprehensive introduction to core marketing principles and strategies. Designed for beginners or professionals looking to expand their marketing knowledge, this course covers topics such as consumer behavior, digital marketing, social media strategy, branding, and analytics. Through hands-on projects and real-world case studies, students will gain practical skills and insights needed to create effective marketing campaigns. By the end of the course, students will be able to develop and execute basic marketing strategies, making them well-prepared for entry-level roles or entrepreneurial ventures.

Course Outline

Week 1-2: Introduction to Marketing Fundamentals

Understanding Marketing Basics: Definition, evolution, and key concepts.
Market Research and Analysis: Understanding audiences, segmentation, and targeting.
The 4 Ps of Marketing: Product, Price, Place, and Promotion.
Project: Create a simple marketing plan for a fictional product.

Week 3-4: Consumer Behavior and Psychology

Understanding Consumer Needs: How psychology impacts purchasing decisions.
Customer Journey Mapping: Identifying customer touchpoints and stages.
Personas and Segmentation: Building customer personas for targeted marketing.
Project: Develop customer personas and map a consumer journey.

Week 5-6: Branding and Positioning

Branding Basics: Brand identity, values, and storytelling.
Competitive Positioning: Differentiation, positioning statements, and market fit.
Building Brand Loyalty: Strategies for long-term customer relationships.
Project: Develop a brand identity and positioning statement for a product.

Week 7-8: Digital Marketing and Social Media Strategy

Introduction to Digital Marketing Channels: SEO, email, content marketing, and PPC.
Social Media Marketing: Platforms, content strategies, and engagement tactics.
Influencer and Content Marketing: Basics of influencer partnerships and content creation.
Project: Create a social media content calendar and basic digital strategy.

Week 9-10: Marketing Analytics and Performance Tracking

Key Metrics & KPIs: Understanding key metrics across marketing channels.
Introduction to Google Analytics: Basics of tracking, reporting, and interpreting data.
Campaign Measurement: Analyzing and optimizing campaign performance.
Project: Set KPIs for a marketing campaign and outline a measurement plan.

Week 11: Integrated Marketing Communications

Developing a Cohesive Marketing Plan: Integrating online and offline marketing.
Content Strategy: Planning, creating, and distributing content effectively.
Project Planning: Begin work on a final project, combining course learnings into an integrated marketing plan.

Week 12: Final Project & Presentation

Project Completion: Finalize and polish a comprehensive marketing plan.
Presentation & Feedback: Present final projects and receive instructor and peer feedback.
Next Steps: Career advice, portfolio building, and further resources for growth.

Outcome: By the end of this course, students will have the skills to create and implement a marketing plan, measure its success, and adapt strategies based on analytics. They’ll be well-prepared to pursue further studies or explore entry-level roles in marketing, content creation, or social media management.