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124 cours pour 'Marketing'

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Email Marketing Strategy 22m • 8 Cours • Avancé In today's digital landscape, the expansion of mobile devices has forever changed how we consume information. With email so easily accessible, email marketing has become an essential part of how businesses connect with their audience. Developing effective email marketing strategies that incorporate email sequences to guide subscribers through a carefully designed journey has the ability to fill your sales funnel and positively impact your bottom line.

Email Marketing Optimization 14m • 5 Cours • Avancé Email inboxes are flooded daily, so standing out in your audience’s inbox is critical for success. In this course, we’ll take a look at how to go about using optimization to both positively affect your marketing efforts and your bottom line. We’ll discuss how to optimize your emails to ensure productive relationships with your customers, how to enhance content for better engagement, and how to optimize your audience to reach the right people.

Tools, Tracking, & Analytics for Email Marketing 11m • 5 Cours • Avancé Utilizing available tools to send and monitor the performance of your emails can determine how successful your email marketing program will be. It’s important marketing teams take time to consider the tools available at their disposal and how to leverage them with maximum effect. In this course, we’ll discuss the most common tools for email success, on-site tracking, and how to analyze campaign data to improve your chances of success.

Content Strategy Within the 7A Framework 20m • 6 Cours • Avancé The 7A Framework involves identifying business goals, target audiences, content gaps, assessing competitors, and defining KPIs to enable your content strategy. Through this framework, you’ll be able to organize, produce, optimize, promote, and measure your content’s success. In addition, it will facilitate the creation of content that’s inherently valuable to your target audience.

Content Strategy for Social Engagement 14m • 5 Cours • Avancé Social communities are a powerful force in the online world; and harnessing their energy is essential to any successful content strategy. By understanding the needs and desires of these communities, creating content that engages them, and building solid relationships with their members, you can create a loyal following that will support your brand and content over time. In this course, we’ll discuss how to best utilize social communities to achieve your content goals.

Content Strategy for Heightened Engagement 13m • 5 Cours • Avancé Integrating interactivity into your content strategy can effectively differentiate your brand from competitors and increase audience engagement. When choosing which content strategy to use, it’s important to consider your goals and audience preferences to create the best experience. Comprehending the advantages of each approach enables you to customize your content strategy to fulfill your company's particular objectives.

Introduction to Competitive Market Analysis 19m • 6 Cours • Avancé In this course, you will learn about benchmarks and some of the key considerations involved when beginning a competitive analysis. We will discuss the history of competitive intelligence gathering— including some of the legal and ethical concerns involved—to ensure you have a thorough understanding of the competitive intelligence framework. We’ll also introduce you to other concepts such as industry classification, key performance indicators, and other data sources for competitive intelligence.

Researching a Competitive Market Analysis 20m • 6 Cours • Avancé In this course, we will explore the many tools and methods available for competitive intelligence gathering and competitive market analysis. You will learn how to identify and evaluate a company’s internal strengths and weaknesses, external opportunities and threats, and the importance of identifying competitive strategies. You will also learn how to evaluate your organization’s position in the competitive environment and explore the use of metrics in tracking performance. Lastly, we’ll also dis

Evaluating a Competitive Analysis 16m • 5 Cours • Avancé In this course, you will explore how to analyze competitive data and choose an evaluation framework that works in unison with your organization’s business initiatives. You will learn how to identify gaps in product and service offerings, recognize performance issues and provide solutions. You will also be provided with the framework to build your own Competitive Market Analysis (CMA) program.

Why Is Media Relations Important? 17m • 6 Cours • Intermédiaire

Society for Human Resource Management (SHRM®)

Though often used interchangeably, public and media relations differ. Public relations involves managing an organization's reputation with all stakeholders, while media relations focus on building relationships with journalists and media outlets. Using public and media relations best practices, organizations can build brand awareness and establish credibility with their target audiences, and in this course, we’ll show you how.

A Successful Media Relations Strategy 19m • 7 Cours • Intermédiaire

Society for Human Resource Management (SHRM®)

Successful media relations require a combination of several factors, including media research, creativity that creates unique angles, and a proactive approach. Knowing target audiences while understanding which platform to use is vital to engaging audiences effectively. By combining all these factors, organizations can develop a successful media relations strategy that builds trust with the media and the public, establishes authority in the field, and influences the market, and in this course, w

Creating Releases for Various Mediums 16m • 6 Cours • Intermédiaire

Society for Human Resource Management (SHRM®)

Creating stories and releases for various mediums requires an expert understanding of the target audience, the specific requirements of the platform, and a willingness to adapt to new trends and technologies. Organizations can effectively reach and engage with their audience across various platforms using best practices for each medium. In this course, we’ll show you how to use these mediums to convey your company’s most important messages to engage and captivate your audience.

Key Considerations for Media Relations 19m • 6 Cours • Intermédiaire

Society for Human Resource Management (SHRM®)

In this course, we’ll discuss important facets to consider when planning your media relations strategy. These considerations will include how to effectively plan for a potential crisis, incorporate ethical standards into your media relations outreach, measure your success, and think through media relations on a global scale. We’ll also discuss how to think through these topics proactively to ensure that your media relations efforts are successful and continuously improving.

Public Relations Strategy: Research and Planning 29m • 7 Cours • Avancé

Project Management Institute (PMI®)

Society for Human Resource Management (SHRM®)

In this course, we’ll walk you through how to create well-honed research and planning processes to enable future success. You will learn how marketing organizations use public relations to distinguish themselves from their competitors by managing their reputations in a cost-effective and creative manner. You will also learn to define your goals, understand your target audience, and measure your success. By the end of this course, you will have the knowledge you need to start planning your strate

Media and Press Relations 18m • 6 Cours • Avancé

Project Management Institute (PMI®)

Society for Human Resource Management (SHRM®)

In this course, you will learn how organizations can grow the visibility of their brands with their target audience and gain trust with their public through a strong media relations campaign. We’ll also discuss how you can use press statements, interviews, and social media to support your PR strategy. By the end of this course, you will have the knowledge to better handle your media and press relations.

Crisis Communications 14m • 5 Cours • Avancé

Project Management Institute (PMI®)

Society for Human Resource Management (SHRM®)

In this course, you will learn how experienced public relations professionals handle a crisis and engage in the crucial role of crisis communications. We’ll look at the public relations role when interacting with customers, employees, clients, and key stakeholders to ensure your organization can begin repairing any reputational damage. We’ll also look at building trust, delivering effective messages, and building the playbook to adapt and learn for future crises.

The Power of Storytelling and Branded Content 16m • 6 Cours • Débutant In this course on The Power of Storytelling and Branded Content, we’ll explore the strategies and methods that will enable you and your team to build a strategic storytelling marketing campaign. We’ll discuss elements such as narrative and the customer experience, brand storytelling, and how to conceptualize and build your marketing plan. We’ll also provide you with the tools and resources to create a compelling story to help you reach your goals and engage your customers.

Connecting With Your Audience Through Stories 14m • 6 Cours • Débutant In this course, you will learn how to identify your target audience and various ways of customizing your brand marketing and strategic storytelling. You will also learn how to reach your target audience—even in a saturated market—by evoking emotion and filling customer needs. This includes connecting to your audience through the various buying stages, from awareness to advocacy. By the end of this course, you’ll understand how to appeal to your target audience, gain credibility, and produce cont

Creating a Compelling Strategic Narrative 10m • 5 Cours • Débutant In this Creating a Compelling Strategic Narrative course, we’ll discuss crafting unique stories that resonate with your audience while creating a positive brand perception. We’ll also examine the importance of implementing reliability and authenticity through your content campaigns. By the end of this course, you’ll understand how to implement a compelling strategic narrative within your marketing campaigns.

Creating a Marketing Strategy 11m • 5 Cours • Avancé Companies use various metrics, data analysis, data strategy, and journey mapping to assess the effectiveness of their marketing strategies. By tracking these metrics over time, organizations can identify patterns and trends that may indicate a need to adjust their marketing approach. This allows a company to measure the return on investment (ROI) of its marketing efforts. In this course, we’ll walk you through how to conceive, plan, build, and implement all of these elements to contribute to a s

Marketing Analytics Tools 16m • 6 Cours • Avancé Marketing strategies are crucial for the success of any business, and implementing the right analytics tools can help contribute to the long-term viability of any organization. In this course, we’ll discuss not only what tools may be worthwhile to implement, but also how to implement them. In addition, we’ll also discuss methods of data interpretation your organization can use to gain new insights and make informed marketing decisions that positively affect your bottom line.

Metrics in Marketing Analytics 13m • 5 Cours • Avancé In these lessons, you’ll learn how companies measure their marketing metrics to gain insight into the effectiveness of their marketing efforts, allowing them to pinpoint successful campaigns and tactics, fine-tune their marketing strategy, and make data-driven decisions about budgets and resources. We’ll also cover how, through implementing Key Performance Indicators, businesses can assess the effectiveness of marketing tasks and track progress toward goals, which allows them to determine whethe

Marketing Optimization 14m • 6 Cours • Avancé Marketing optimization is critical for businesses as it enables them to make data-informed decisions about allocating resources, which in turn leads to improved results and a higher return on investment (ROI). When working in tandem with tools like dashboards, businesses can track performance goals in real-time to make informed business decisions. In this course, we’ll show you how maximize your marketing efforts in the most efficient way possible.

Market Research and Analysis Concepts 17m • 5 Cours • Avancé

Project Management Institute (PMI®)

In this course, we’ll discuss the value of implementing marketing research within your business, as well as how to go about implementing strategies to help you make informed decisions that positively affect your organization. We’ll also dive deeply into the specific research and design systems used and show you not only how to collect this information, but also how to use it in the most effective way possible.

Obtaining Market Research Data 20m • 6 Cours • Avancé

Project Management Institute (PMI®)

In this course, we’ll take a deep dive into all things data: the various ways of collecting it, strategies for avoiding bias, and how to analyze it and transform it for use. We will start with a review of data types, discuss techniques to collect data, and then review methods of analysis. All of these phases are essential not only for gathering insights, but also for making informed decisions that positively affect your business.

Application of Market Research and Analysis 21m • 6 Cours • Avancé

Project Management Institute (PMI®)

In this course, you will take a look at how experienced researchers use market research fieldwork, and the ethics related to it, to aid in decision-making within your organization. We will look at market research and its impact on pricing strategy within an organization, and we’ll review its impact on advertising and public relations.

The Psychology of Persuasion in Marketing 12m • 5 Cours • Débutant In this course on The Psychology of Persuasive Marketing, we’ll first take a look at the seven psychological drivers and uncover how they relate to persuasion in marketing communication. We’ll then discuss the psychology behind making good first impressions with your audience so you can elevate and enhance your brand. We’ll also discuss the power of belief and the placebo effect and how marketing organizations can use these to positively affect the impact of their marketing communications.

Persuasive Marketing Messages 11m • 5 Cours • Débutant To effectively communicate with your audience, it is vital to understand how to craft a persuasive message for marketing purposes. By understanding the best ways to communicate your intended message and how to plan, execute, and evaluate your messaging campaigns, you will be able to deliver more meaningful content to your target audience. This course will discuss the most effective methods of communicating your message through an extensive analysis of ethos, pathos, and logos.

Tips for Persuasive Marketing Communication 12m • 5 Cours • Débutant If you want to stand out from your competitors, then having a firm knowledge of how to apply psychological and persuasive strategies to make your brand unique to your audience can be a huge advantage. Persuasive marketing messaging can also help you clearly and effectively demonstrate the value that your products, services, or organization have to offer. But where do you start? And how can you use different media to create persuasive marketing messages?

The Importance of Product Strategy 18m • 6 Cours • Avancé

Project Management Institute (PMI®)

KnowledgeCity’s course on The Importance of Product Strategy covers the fundamentals of product strategy. You will look at strategy from the perspective of the product life cycle and examine how you can use product strategy to manage a product from design to delivery, as well as how having a firm understanding of product strategy can help you maximize profitability.

Customers, Marketing, and Product Strategy 22m • 7 Cours • Avancé

Project Management Institute (PMI®)

In Customers, Marketing, and Product Strategy, we will look at product differentiation strategies by improving the brand through customer satisfaction. We will also explain how to use those techniques to build long-term loyalty and value and how to create a successful product development strategy based on what customers want through market segmentation. We will also explore how you can develop brand recognition, loyalty, and equity by differentiating your brand from your competitors.

Sustaining a Product Strategy 17m • 6 Cours • Avancé

Project Management Institute (PMI®)

In Sustaining a Product Strategy, we will show you how product strategy and marketing analysis can be used to ensure longevity and productivity. We will help you prepare to implement a product strategy by answering some clarifying questions so you can take your product from the initial concept to final customer satisfaction through product design, development, and revision.

E-Commerce: An Overview 13m • 6 Cours • Débutant In this course on E-Commerce: An Overview, we will define e-commerce and explain some of the popular business structures used in e-commerce. This course will also explore the fundamental differences between e-commerce and traditional commerce and explain how understanding these differences is key to determining if starting an e-commerce business is right for you. We will give you tips and tools to help you build a user-friendly e-commerce website that can help define your brand.

Getting an Online Business Started 14m • 6 Cours • Débutant In this course on Getting an Online Business Started, we will discuss the different models of e-commerce businesses, and how to choose which model is best for your business based on the products you offer and customers in your target demographics. We will also define dropshipping and reselling and explore the pros and cons of using these models. This course will also explain the different types of manufacturing available to e-commerce businesses and how you can use them to your benefit.

Establishing an E-Commerce Business 15m • 6 Cours • Débutant In this course on Establishing an E-Commerce Business, we will discuss how to properly set up your e-commerce business by covering the basics of how to legally register your business and determining the type of business entity that works best for you. We will also explain the advantages and disadvantages of selling in third-party online marketplaces to determine if selling on these venues is a viable option for your e-commerce company.

Fundamentals of Statistics: Data 14m • 5 Cours • Débutant

Project Management Institute (PMI®)

Society for Human Resource Management (SHRM®)

In this course on Data, you will learn about the graphs and charts available for analyzing and visualizing your information and which is best for your specific needs. You will learn how to interpret and use data, and how to apply data distribution as well. You will also explore basic terminology of statistical analysis and the concept of probability. By the end of these lessons, you’ll better understand the components of your statistical data and how to turn those components into a visual story.

Fundamentals of Statistics: Variables 22m • 6 Cours • Débutant

Project Management Institute (PMI®)

Society for Human Resource Management (SHRM®)

In this course on Variables, you will gain awareness of the connection between variables and decision-making. You’ll learn the different kinds of variables, the information they can convey, and how to make the best use of the resulting data. We’ll also review ways to visualize your data and which best suits your needs. Finally, we’ll look at different types of probability distributions, how they’re affected by random variables, and how to combine random variables to form a new distribution.

Fundamentals of Statistics: Correlation 20m • 6 Cours • Débutant

Project Management Institute (PMI®)

Society for Human Resource Management (SHRM®)

In this course on Correlation, you will learn about correlations, distributions, and how they relate to information gathered through graph analysis and variables. We’ll look at ways to visualize your data, such as crosstabs and scatterplots, so you can better evaluate relationships between data points. Dealing with an entire population of data can be complicated, so we’ll also cover how using a sampling distribution is an efficient way to represent a subset of the entire data population.

Fundamentals of Statistics: Regression 17m • 6 Cours • Débutant

Project Management Institute (PMI®)

Society for Human Resource Management (SHRM®)

In this course on Regression, you will learn about how to find the line of regression, how to describe the line when necessary, and methods for measuring the line. By the end of these lessons, you should be able to adequately describe linear regression, make inferences using linear regression, and know how to calculate a trend line using the regression formula.

Marketing Strategy and Planning 23m • 8 Cours • Débutant In this course, Marketing Strategy and Planning, you’ll explore the necessity and benefits of planning and strategy. You’ll understand the value of forming strategic goals, and learn to identify different goal-setting methods, like SMART, FAST, and PACT. These lessons will explore the concept of ethics and help you understand the importance of being socially responsible. You’ll also learn to define marketing strategy and business strategy and understand how they’re linked.

Elements of Marketing Strategy 16m • 6 Cours • Débutant In this course on the Elements of Marketing Strategy, you’ll define segmentation, targeting and differentiation and identify common methods for each. You’ll also learn about positioning and how it relates to marketing strategy. Through these lessons, you’ll identify some common marketing strategies, like mass marketing, segmented marketing, and micromarketing. You’ll also understand the value of marketing research and explore different research methods.

Strategic Marketing Planning 19m • 7 Cours • Débutant In this Strategic Marketing Planning course, you’ll learn the purpose of a market analysis, and identify different possible methods, like a SWOT analysis or a PEST analysis. These lessons will explain how marketing strategy can affect organizational decision making, and help you identify the different elements that are included in a strategic marketing plan. You’ll also explore how you can implement a strategic marketing plan and ultimately manage it once it’s been created.

Corporations, Online Environments, and Reputation Management 11m • 4 Cours • Intermédiaire In this course about Corporations, Online Environments, and Reputation Management, you’ll define corporate reputation and understand how it relates to public perception. You’ll also explore the importance of reputation management and identify some of its common objectives, like influencing public perception and establishing recognizable brands. Through these lessons, you’ll learn to identify the complexities of the online environment and how it relates to reputation management.

Creating a Corporate Online Reputation Management Strategy 22m • 6 Cours • Intermédiaire In this course about Creating a Corporate Online Reputation Management Strategy, you’ll define marketing, advertising, and public relations, and you’ll understand how they contribute to reputation management and public perception. You’ll understand the importance of establishing an effective online security framework and learn how to develop a successful strategy for corporate reputation management using digital and social media while learning to identify some common best practices.

Handling Threats to Online Corporate Reputations 15m • 5 Cours • Intermédiaire In this course, Handling Online Threats to Corporate Reputations, you’ll learn to identify potential online threats to your organization, and how you can successfully diagnose and resolve them. Through these lessons, you’ll also identify different strategies for handling a reputation crisis and come to understand how you can repair a reputation that’s been damaged.

What is Branding? 13m • 4 Cours • Débutant What does it mean to have a brand? How can a brand identity help your organization grow? At its most basic level, your brand distinguishes your product or service from its competitors in the mind of potential customers. Having a strong, consistent brand is key for business success.

Defining Your Brand 13m • 4 Cours • Débutant How can you make your organization stand out? If you can’t articulate what makes your organization different, then customers have no reason to choose you over your competition. Once your brand is defined, you’ll be able to identify your target audience and communicate effectively with your customers.

Focusing on Your Target Audience 16m • 4 Cours • Débutant What do you do once you’ve identified your target audience? Marketing to your target audience is key in business success, and a major part of this is improving your brand to appeal to this demographic. Being able to effectively communicate with your target audience and make your brand appealing to them will help you gain loyal repeat customers.

Integrating Your Brand 13m • 4 Cours • Débutant What does it mean for a brand to be integrated? As a marketing professional, you can’t just develop your brand once and be done with it. Having an integrated brand informs all aspects of long-term marketing communication. When your brand is integrated, it will be the common thread of your organization’s image, messaging, and goals.

Transformations in Advertising Media 18m • 5 Cours • Débutant In this course about Transformations in Advertising Media, you’ll be introduced to traditional and digital advertising. We’ll also explore which media channels are associated with each type of advertising. In these lessons, you’ll learn how media has transformed over time and how those changes have affected the advertising field. You’ll discover different methods for crafting an effective marketing strategy, and you’ll understand the importance of the marketing funnel.

Developing an Advertising Mix with Traditional and Digital Advertising 21m • 7 Cours • Débutant In this course, Developing an Advertising Mix with Traditional and Digital Advertising, you’ll learn how to effectively use analytics to identify customer needs and preferences. You’ll explore the different benefits of traditional and digital advertising. We’ll show you how to choose advertising platforms for your organization, and you’ll discover how you can effectively mix platforms in your campaign.

Using Traditional and Digital Advertising Effectively 20m • 6 Cours • Débutant In this course about Using Traditional and Digital Advertising Effectively, you’ll discover how you can evaluate your ad campaign’s effectiveness. You’ll be able to determine when it’s necessary to change up your advertising mix. Through these lessons, you’ll understand the importance of developing your brand and reaching out to your customers. You’ll also explore methods for building traditional and digital media presences.

Introducing Behavioral Marketing 21m • 6 Cours • Intermédiaire In this course, Introducing Behavioral Marketing, you’ll learn the definition and understand the benefits of behavioral marketing. You’ll develop an understanding of consumer behavior, the consumer decision process, and customer engagement. You’ll explore how marketing professionals use data analytics to make strategic decisions, and you’ll learn about behavioral segmentation. Finally, this course will explain how technology and information impact marketing strategy.

Behavioral Segmentation and Marketing Strategy 17m • 6 Cours • Intermédiaire In this course about Behavioral Segmentation and Marketing Strategy, you’ll learn how behavioral segmentation influences your overall marketing strategy. You’ll explore the customer journey, the benefits of tracking location, and how to identify key product benefits. You’ll also identify different sources of segmentation data and how they can affect your strategy.

Integrating Behavioral Marketing Into Strategy 19m • 6 Cours • Intermédiaire In this course, Integrating Behavioral Marketing Into Strategy, you’ll learn how behavioral marketing and your overall marketing strategy connect. You’ll understand customer identity, how to detect patterns in customer behavior, and how to use data to implement successful marketing strategies. You’ll also identify how behavioral marketing can contribute to business growth, and you’ll learn different methods for developing your strategy.

Introduction to Public Relations 15m • 5 Cours • Débutant

Society for Human Resource Management (SHRM®)

In this course, Introduction to Public Relations, you’ll review the basics of public relations, its definition, goals, and uses. You’ll explore the differences among various types of public audiences and how to understand their needs to craft relevant messages that move the audience to action. You’ll come to understand the different ways a public relations team establishes credibility and adheres to ethics guidelines, and why doing both is important.

Public Relations Strategy and Process 14m • 5 Cours • Débutant

Society for Human Resource Management (SHRM®)

In this Public Relations Strategy and Process course, you’ll explore the components of a public relations strategy and how they work together to define the communication discourse between an organization and its public. After learning the various pros and cons of traditional and digital media, you’ll understand how to develop a successful PR strategy using both. You’ll also discover the four steps of the long-established RPIE process for developing an effective public relations campaign.

Research and Planning in Public Relations 16m • 5 Cours • Débutant

Society for Human Resource Management (SHRM®)

In this course about Research and Planning in Public Relations, you’ll analyze the role of research and planning in creating an effective public relations strategy. You’ll explore the characteristics of thoughtful and focused research objectives and how various research methods, and sources contribute to your overall plan. You’ll also review the key elements of a successful public relations campaign.

Implementing and Evaluating Public Relations Campaigns 20m • 7 Cours • Débutant

Society for Human Resource Management (SHRM®)

In this course about Implementing and Evaluating Public Relations Campaigns, you’ll understand the importance of effective implementation and evaluation strategies. You’ll learn how to select appropriate implementation tactics, identify communication channels, and choose relevant media. You’ll also discover several evaluation techniques that can help you measure the effectiveness of the public relations outcomes.

Uses of Public Relations 22m • 8 Cours • Débutant

Society for Human Resource Management (SHRM®)

In this course, Uses of Public Relations, you’ll identify how public relations personnel take actions to effectively achieve organizational goals and maintain positive reputations. You’ll also understand the role of public relations in brand management, and you’ll explore the importance of proactive issues management and crisis communication. You’ll also learn how public relations professionals effectively handle media relations and community relations.

Marketing Research Sources and Approaches 17m • 6 Cours • Débutant Delving into marketing research for the first time can be a daunting experience. There are so many ways one can conduct efficient and effective research that it’s often challenging to determine the value each one can bring to your company’s research goals. That’s not to mention the difficulty of recognizing the various types.

Qualitative Marketing Research 16m • 6 Cours • Débutant Qualitative marketing research helps to determine the thoughts and feelings of your customers and the meanings they associate with your products or services. While there are some difficulties that can come with getting more personal with the customer, this can sometimes be the best approach to answer a business question.

Quantitative Marketing Research 16m • 6 Cours • Débutant Quantitative marketing research seeks various facts, figures, and statistics to answer a business question. Following that, an analysis of the data can guide you to next steps. While a customer’s impressions of a product or service are often attractive to a business, there are times when a company benefits from data-driven decisions instead.

Marketing Research Proposals and Planning 15m • 5 Cours • Débutant Businesses regularly have questions about their products and services, but difficulty often arises when trying to find a way to conduct an effective and efficient marketing research process. This is why building a proposal and plan before beginning the actual research can be so useful. Once you’ve done that, you can determine best methodologies, conduct useful research, and analyze it in a way that can benefit all parties. But being able to plan before you dive in is crucial.

Customer Experience and Brand Awareness 15m • 5 Cours • Intermédiaire

Society for Human Resource Management (SHRM®)

This Customer Experience and Brand Awareness course will explain what a brand is and how it relates to your organization’s customer experience and customer conversion rates. You’ll learn the importance of establishing a unique and effective brand identity to increase brand recognition and brand recall with your target audience. This course will explore the common overall objectives of brand awareness and explain how these campaigns can fit within your existing brand-management strategies.

Brand Awareness, Marketing, and Customer Relationships 22m • 6 Cours • Intermédiaire

Society for Human Resource Management (SHRM®)

In this course, Brand Awareness, Marketing, and Customer Relationships, you’ll learn how to integrate brand awareness efforts into your overall marketing strategy, and you’ll explore different techniques for creating beneficial customer relationships. This course will discuss the process of building brand awareness for existing and emerging brands. You’ll also understand how to measure campaign success using metrics and analytics.

Brand Awareness Strategies 22m • 7 Cours • Intermédiaire Through this course about Brand Awareness Strategies, you’ll learn how to develop an effective strategy for your organization’s unique needs. You’ll also explore what’s involved in the process of media planning. This course will identify several potential media channels for your efforts and explain their possible benefits. You’ll also discover traditional and digital strategies for increasing your organization’s overall brand awareness.

Introducing Advertising and Promotions 18m • 5 Cours • Intermédiaire This course, Introducing Advertising and Promotions, will define advertising and promotions and explain how each fit into the broader topic of marketing. You’ll learn about the roles of advertising and promotions managers and each of their primary responsibilities. This course will explain how you can use digital marketing and social media throughout your campaign, and you’ll explore their benefits while identifying different digital tools and possible online marketing channels.

Strategies for Advertising and Promotions 21m • 6 Cours • Intermédiaire Through this course, Strategies for Advertising and Promotions, you’ll learn how to determine your campaign needs by looking at the product life cycle and the features of your target market. This course will explore several strategies for advertising and promotional campaigns that can help you increase brand awareness, lead acquisition and generation, and sales. You’ll also learn when to adopt different strategies and how you can effectively fit them into your existing marketing strategy.

Developing Advertising and Promotional Campaigns 22m • 6 Cours • Intermédiaire Throughout this course, Developing Advertising and Promotional Campaigns, you’ll learn how customer relations, media relations, and public relations contribute to your overall marketing strategy. This course will explore how to plan and craft effective online content for your target audience and build a strategic online presence for your organization. You’ll also learn how marketing professionals evaluate their campaigns to measure success using specific metrics.

Sales Skills 12m • 5 Cours • Débutant This course on Sales Skills will cover the key skills you need to succeed in the world of sales, whether you’re just getting started or have been selling for years. You will also discover strategies you can use to improve your skills, as well as the importance of being sincere in your communications and transparent in your interactions. Finally, recognize that these components work together to create a trusting, mutually beneficial bond with customers.

Selling Strategies 14m • 5 Cours • Débutant In this course on Selling Strategy, you will learn how to become an expert in your product or service industry so you can demonstrate its value to your customer. You’ll also learn about buying behaviors as well as techniques and strategies you can use to address those behaviors. Finally, you will gain valuable negotiating tips along with how to overcome the most common objections your customers may use in considering a purchase, all while maintaining a trusting, lasting relationship with them.

Growth Hacking and Marketing 18m • 6 Cours • Débutant These lessons on Growth Hacking and Marketing will introduce you to growth hacking. You will understand the foundations of growth hacking, learning how a pair of companies leveraged growth hacking to become successful. You’ll learn how growth hackers leverage customers to scale their products and brands, how growth hacking bridges marketing and customer experience for fast growth, and how innovation and experimentation serve as the pillars that prop up growth hacking as a marketing technique.

Developing and Implementing Growth Hacking Principles 19m • 6 Cours • Débutant In this course on Developing and Implementing Growth Hacking Principles, you will discover the process of developing and implementing growth hacking principles. You will learn how to assemble a growth team that’s worthy of buy-in from your leadership. You’ll also understand how growth marketers gain insight into their brands and make data-driven decisions. You will also learn how you can use tests and surveys such as A/B tests and Net Promoter Score surveys to check customer satisfaction.

Strategic Elements of Growth Hacking 18m • 8 Cours • Débutant In these lessons on Strategic Elements of Growth Hacking, you'll gain an understanding of the metrics that are important for all growth hackers. You’ll look at the crucial North Star Metric, how to refine your growth ideas using the Impact, Confidence, Ease scoring method and develop a growth hacking strategy using Objective Key Results. We will discuss growth levers and loops for creating your own growth hacking strategy. You’ll also receive some extra tips on how you can create your strategy.

Introducing the Value Proposition 19m • 5 Cours • Intermédiaire In this course, Introducing the Value Proposition, you will be introduced to what a value proposition is, the characteristics it should possess, and its uses in marketing. These lessons will also demonstrate how essential a value proposition is to a business and its brand. You will gain a better understanding of brand value and the difference between financial and perceived worth.

Writing a Value Proposition 21m • 6 Cours • Intermédiaire This course on Writing a Value Proposition will cover the various elements of writing your value proposition. These lessons will explain the costs and benefits of a value proposition and demonstrate influential methods to position your brand. This can ultimately help you gain a larger following and build brand loyalty.

Introducing Social Media ROI 12m • 4 Cours • Intermédiaire Social media offers vast opportunities to connect with current and potential customers in ways that no other marketing channels have offered before. In these lessons, you will learn about social media marketing return on investment (ROI) and how it relates to your customers.

Helpful Practices for Social Media ROI 14m • 5 Cours • Intermédiaire Your social media presence is a worldwide representation of your brand. Throughout these lessons, you will learn how to ensure that your brand’s goals and values are portrayed as welcoming and engaging to your target audience. You will learn the best practices for posting on social media while you discover the value of remaining consistent across different platforms.

Developing a Social Media ROI Strategy 20m • 8 Cours • Intermédiaire This course on Developing a Social Media ROI Strategy will explore how to distinguish your brand from the competition by implementing the right social media return on investment (ROI) strategies. Throughout these lessons, you will learn how to effectively conduct research to improve your marketing strategy.

Implementing Social Media ROI Strategy 13m • 4 Cours • Intermédiaire Before you implement your social media marketing campaign, it’s important to focus on goal setting. These lessons will cover how to implement your campaign across different social media platforms. You will also learn about the useful role of analytics. This will help you set achievable goals and discover some of the best practices for measuring your success.

Branding, Systems, and Strategies 10m • 5 Cours • Avancé To be truly effective, a company must develop a system of brand management with the customer experience in mind. These lessons will discuss how you can create a systemic approach for branding a product so that your brand perception and awareness are maximized against the competition.

Brand Research and Development 17m • 6 Cours • Avancé To properly develop your brand, it’s essential to understand the role of market research and how it can improve the quality of your decision making. Understanding your brand perception in the marketplace and how you compare to the competition can increase your success rate in market share, brand value, and equity.

Brand Management and Customer Loyalty 20m • 6 Cours • Avancé This course will address the relationship between brand management and the customer journey. After creating a vision statement, it’s essential to communicate your narrative to your target audience. This narrative should demonstrate the values and beliefs of your brand to the customer. Throughout these lessons, you will learn how to develop a successful narrative using a storytelling technique.

What is the Marketing Funnel? 15m • 4 Cours • Débutant You may be wondering what a marketing funnel is, or how it functions. Put simply, a marketing funnel is the process of using marketing to convert leads into customers. Your potential customers move through multiple, segmented stages before finally arriving at a purchase.

Working the Funnel Segments 14m • 4 Cours • Débutant The marketing funnel is a segmented, in-depth process that takes the ordinary consumer and converts them into a customer for your brand. Each one can be used as a tool to market your company and its offerings to potential customers.

Optimizing Your Funnel 22m • 6 Cours • Débutant A marketing funnel, when optimized, can boost your chances of converting leads into customers who are buying your products and using your services. But if you want to optimize your funnel, you’ll need to take some specific steps.

Integrated Marketing Strategy 20m • 4 Cours • Débutant These lessons highlight the importance of integrating your marketing plan across all communication channels. They discuss how neuromarketing can aid you in understanding your customers’ wants and needs when creating your communication strategy.

Branding and Content Creation — SWOT Analysis 26m • 6 Cours • Débutant These lessons will demonstrate how to understand what your potential customers want and need. They first discuss how to analyze the strengths, weaknesses, opportunities, and threats pertaining to your overall plan.

The Customer Experience and Change Analytics — Developing Buyer Personas 30m • 8 Cours • Débutant These lessons explore how to manage your customers’ experience and how to measure the success of your marketing campaign.

Editing Improves Marketing 16m • 6 Cours • Débutant In these lessons, you’ll discover how all marketing communication efforts are dependent on an accomplished copy editor’s skill. You will learn the differences between content and copy, along with the various skills that copy editors need.

Editing for Marketing: Content and Structure 15m • 5 Cours • Débutant These lessons will focus on understanding text and its relationship to the content’s main idea. Additionally, you will learn how to create main points and their supporting points to write cohesive, logical copy. You will also learn proper sentence structure and its importance.

Editing for Marketing: Style and Presentation 14m • 6 Cours • Débutant In these lessons, we’ll look at how to edit for style and presentation. You’ll discover the difference between house and professional styles and how to organize your content. You’ll also learn how to assess your content’s internal flow, review its beginning and ending, and proofread your text.

Final Considerations in Editing for Marketing 10m • 4 Cours • Débutant These lessons focus on the final considerations to take when editing marketing content. We will delve deeper into tailoring content to you audience. You’ll understand how customers and consumers evaluate content, and how proper editing enhances the effectiveness of a marketing campaign.

Introducing Social Media Optimization 8m • 3 Cours • Intermédiaire In these lessons, you will be introduced to social media optimization and the importance of integrating social media and with marketing strategy. You will understand the difference between social media optimization and social media marketing.

Adopting an SMO Approach 9m • 3 Cours • Intermédiaire In these lessons, you will learn the importance of understanding and identifying your target audience, customers, and users. You’ll also discover how to choose the appropriate social media platforms to reach your target audience.

Employing SMO in Marketing 19m • 5 Cours • Intermédiaire In this course, you will learn how to employ and integrate social media optimization within your marketing strategy. Next, you will learn how to evaluate the output of your social media campaigns.

Defining Integrated Marketing 21m • 5 Cours • Débutant This course introduces the core elements of the “marketing mix” and discusses how important integrated marketing is to your broader marketing efforts. It also discusses how to define, develop, and reach your audience by using those core elements.

Content and Media 11m • 3 Cours • Débutant This course covers the basics of creating content and finding both sourcing options and media partners. It shows how your organization can gain a better understanding of its target audience’s wants and needs.

Integrating Communication Channels 23m • 4 Cours • Débutant

Project Management Institute (PMI®)

This course explores structuring an integrated marketing plan and crafting effective messaging. It then identifies the advantages of integration and shows how to integrate channels, such as email, social media, and other digital media.

Product Management Basics 9m • 3 Cours • Débutant This course introduces the definition of product management and what the field of product management entails. You will learn its importance and how product management factors into a corporation’s operations.

Introduction to Product Development 12m • 3 Cours • Débutant This course explains the product development process and how companies manage it. You’ll learn about new products, the life cycles of products, and the main product management systems.

Roles and Traits of Product Managers 10m • 3 Cours • Débutant This course discusses the roles and essential characteristics of product managers. You will learn about how product managers run their teams and what traits they need to embody so they can succeed.

The Basics of Ideation 11m • 3 Cours • Débutant These lessons will define ideation and address its advantages to you, your team, and your organization. You will also learn the types of innovation to consider in marketing and techniques you can use for your own idea generation.

Conditions for Ideation 9m • 3 Cours • Débutant In these lessons, you will learn how to set the groundwork for running your own ideation session. You will also learn about the conditions needed to set up a successful session and boost productivity, such as setting goals, controlling environmental conditions, and managing ideation biases.

Ideation in Action 14m • 3 Cours • Débutant In these lessons, you’ll learn how to run an effective ideation session. You’ll also learn about best practices, such as setting an agenda and goals, and how to manage the actual ideation session. Finally, you’ll gain knowledge of how to categorize your ideas, prioritize them, and act on the best ones.

Preparing Your Marketing Plan 8m • 3 Cours • Intermédiaire These lessons discuss the elements and objectives of a marketing plan. You will learn how to articulate your organization’s vision and mission. You’ll also learn how to assemble your team and evaluate your marketing needs. The knowledge you’ll gain will help you implement the right marketing plan for your organization.

Marketing Strategy: Understanding Your Business 14m • 4 Cours • Intermédiaire These lessons focus on how PESTEL and SWOT analysis tools can help you develop your marketing plan. You will discover the importance of having a comprehensive understanding of the industry you operate in and how to identify the right customers you want to attract.

Tactical Elements of Marketing Strategy 15m • 5 Cours • Intermédiaire In these lessons, you will learn how to create a value proposition and a marketing mix, known as the 4 Ps of marketing. You will also learn how to write the budget and forecasting sections in your marketing plan.

Fundamentals of Marketing 8m • 3 Cours • Intermédiaire In these lessons, you'll discover how to identify marketing goals and how they relate to your product, service, or organization.

Research and Strategy 25m • 7 Cours • Intermédiaire Research gives marketers insight into customer behaviors and market trends. In this course, you’ll learn how to conduct marketing research, analyze marketing data, and react to certain factors in the market.

Brand Development and Marketing 38m • 10 Cours • Intermédiaire Brand development and marketing go hand-in-hand when it comes to targeting a receptive buyer. This course shows you how to classify products and make marketing decisions that encourage customer loyalty and increase sales.

Social Media Marketing and Your Audience 14m • 4 Cours • Débutant This Social Media Marketing and Your Audience course introduces relationship marketing and social media marketing. It also introduces primary and secondary marketing research and the role such research plays in defining your target audience in terms of demographics and psychographics. You will learn how to develop a social media or digital marketing strategy based on a situation analysis and definition of your goals.

Social Media and Social Networks 22m • 8 Cours • Débutant In this Social Media and Social Networks course, you will be introduced to social media with a focus on social networks such as Facebook, LinkedIn, Twitter, Instagram, YouTube, TikTok, Pinterest, and Snapchat. You will learn how to determine which of these social media channels best meets the needs of your target audience. You will also learn the pros and cons of each social media platform.

Create Engaging Content 19m • 6 Cours • Débutant This Create Engaging Content course introduces how to create engaging social media content. It will show how to turn the passion or emotional feeling of your product or service into an engaging slogan. You will expand on your slogan to create a social media narrative and develop a brand voice or persona. You will also learn about what type of content you should develop for your social media marketing, explore the types of visual content used in your posts, and learn how to edit your content.

Scheduling Social Media Content 7m • 2 Cours • Débutant In this Scheduling Social Media Content course, you will explore how to schedule social media content and how to use a content scheduling calendar or program to maintain regular posting. You will learn about social media management software that allows you to post updates, schedule messages, and view analytics in one location. You will also learn how to repurpose and reuse social media content from one element to another.

Social Media Community Building 7m • 3 Cours • Débutant This course on Community Building covers how to build and maintain your online community, with particular focus on leveraging social media posts. You will learn how to measure the social media engagement of your followers, as well as how to boost engagement through communicating with your followers on social media sites, and how to moderate your online community.

The Role of the Copywriter 8m • 3 Cours • Débutant In this course, you will learn how copywriting relates to marketing. You will also explore the various types of projects that copywriters are responsible for, and the different kinds of skills needed to become a copywriter. Finally, you will learn about the numerous tools copywriters rely on, and gain insight into a creative team’s environment.

Copywriting Clients: What They Do, What They Sell, and for Whom 16m • 5 Cours • Débutant In this course, you will explore both the agency side and the client side of copywriting. You will learn about how copywriters partner with other advertising agency professionals and build understanding of their target audience. You will also learn how marketing and advertising researchers gather information about their target audience. Finally, you will learn about the components of a creative brief.

Copywriting Strategies 7m • 3 Cours • Débutant In this course, you’ll learn about numerous copywriting strategies you can use to enhance your copy. You’ll learn about formulating message strategies, using different types of targeted appeals, and crafting your “big idea.”

The Advertising Campaign 23m • 6 Cours • Débutant In this course, you’ll concentrate on the elements of writing an advertising campaign. You’ll explore the different ways of writing for print, for radio, for television, for the web, in emails, and for social media.

Copywriting as a Career 4m • 2 Cours • Débutant In this course, you’ll learn how to get a job as a copywriter. You’ll also learn how to create a professional portfolio.

Customer Segmentation 26m • 17 Cours • Avancé Customer Segmentation plays a key role in the marketing strategy of almost all successful organizations. Customers expect personalized conversations based on their unique needs in today’s business environment – not some mass email that you send to everyone who has a heartbeat and a dollar. An organization can use Customer Segmentation as the principal basis for allocating resources to product development, marketing, service and delivery programs.

Content Marketing 29m • 15 Cours • Débutant Customers do plenty of research before buying a product, and you can help them by providing content. This Content Marketing course will show you what content marketing is, the different types of content and how to make the most of that content.