Marketing Communications

In today's media landscape, consumers decide how and when they want to receive information. As a result, it's crucial for marketers to have a robust understanding of how to design and execute a marketing plan that resonates with audiences—as well as how to measure the results. In this course, learn how to chart your own marketing roadmap. Join marketing expert Deirdre Breakenridge as she explains how to research your marketing communication needs, craft a marketing plan that helps you connect with your audience, and leverage PR, social media, and email marketing strategies. Plus, she discusses how to launch your campaign, and track your program through a measurement dashboard.

Topics include:
Recall the definition of a brand positioning statement.
Explain the importance of market research.
Recognize the definition of market segmentation.
Summarize the characteristics of three types of competitors.
List three key inputs of a marketing communications program.
Determine the best strategy for standing out when there is a lot of competition.