Foundations of Strategic Marketing and Leadership

Foundations of Strategic Marketing and Leadership

This course is part of Marketing Strategy & Management Specialization

Instructor: Sage Instructors

Included with Learn more

5 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

6 hours to complete

Flexible schedule

Learn at your own pace

5 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

6 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Analyze the role of marketing strategy in achieving business and consumer-focused goals
Develop structured marketing plans using reason-based strategic decision-making methods
Evaluate leadership approaches that influence marketing performance and customer experience

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This course is part of the Marketing Strategy & Management Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

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Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 5 modules in this course

Build a strong foundation in marketing strategy and management by exploring the principles that drive successful business growth and customer engagement. This course examines the purpose of marketing, strategic planning, consumer-focused decision-making, and leadership practices that shape effective organizations in competitive markets.

You will learn how to create structured marketing plans, make reason-based strategic decisions, and prioritize consumer experiences to improve business outcomes. Through practical insights and strategic frameworks, the course helps you strengthen analytical thinking, leadership awareness, and decision-making skills relevant to modern marketing environments. What sets this course apart is its balance of strategic marketing theory with practical business applications. Real-world perspectives and leadership-focused discussions help connect marketing concepts to organizational success and customer value creation. This course is ideal for aspiring marketers, business professionals, entrepreneurs, and management learners seeking to understand strategic marketing practices. A basic understanding of business concepts is helpful, but no advanced experience is required. Packt is one of the world's most prolific publishers of cutting-edge technical content. For over two decades, Packt has helped learners build practical skills through expert-led educational resources focused on real-world applications. This course is part one of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization. Copyright ©2023 by Sage Publications Limited. All rights reserved, including rights for text and data mining and training of artificial technologies or similar technologies. Published by Sage Publications Limited, London. Used by arrangement with Sage Publications Limited.

This module introduces the foundational principles of marketing, emphasizing customer-centric strategies, value propositions, and the role of competition. Learners will explore how marketing contributes to organizational success, stakeholder engagement, and sustainable business practices. Real-world examples and leadership insights illustrate the impact of marketing on both business and society.

What's included

1 video9 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

9 readingsTotal 54 minutes

Introduction3 minutes
1.1 The Impossible Dream6 minutes
1.2 Learning Objectives9 minutes
Identifying and Defining the Competition6 minutes
1.4 The Value Proposition3 minutes
1.5 Marketing's Role and Obligation5 minutes
Stakeholder Theory5 minutes
Corporate Social Responsibility9 minutes
The Sustainability Perspective8 minutes

1 assignmentTotal 16 minutes

Marketing Ethics and Strategic Foundations16 minutes

This module guides learners through the essential steps of developing an effective marketing plan, from strategic event planning and stakeholder engagement to defining SMART objectives and executing strategies. Learners will explore real-world examples, analyze target markets, and understand how to align marketing efforts with organizational goals and the triple bottom line.

What's included

1 video8 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

8 readingsTotal 52 minutes

Introduction4 minutes
2.1 Good Planning Results in Synergies4 minutes
2.2 Learning Objectives9 minutes
Target Market Analysis4 minutes
Marketing Objectives13 minutes
Marketing Strategy5 minutes
Facilitating Successful Strategy Execution6 minutes
The Triple Bottom Line7 minutes

1 assignmentTotal 16 minutes

Marketing Planning Fundamentals16 minutes

This module guides learners through the process of making strategic marketing decisions using reason-based frameworks. You will explore inclusive design strategies, learn to select relevant data, and evaluate the impact of marketing initiatives using metrics and analytics. Real-world examples and case studies illustrate how to develop actionable insights and assess the financial implications of your decisions.

What's included

1 video8 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

8 readingsTotal 58 minutes

Introduction5 minutes
3.1 Tough Decisions4 minutes
3.2 Learning Objectives5 minutes
How will we Decide?7 minutes
What Data do we Need?20 minutes
Blunders & Insights 3.2: Actually, Lisa is very nice6 minutes
How can we develop Useful Insights?6 minutes
Break-Even Point5 minutes

1 assignmentTotal 16 minutes

Strategic Decision-Making in Marketing16 minutes

This module explores the psychological and sociological foundations of consumer behavior, focusing on how attitudes, decision-making models, and social influences shape purchasing decisions. Learners will discover strategies for prioritizing the consumer experience, especially in luxury markets, and learn how to generate actionable insights that drive competitive advantage.

What's included

1 video9 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

9 readingsTotal 55 minutes

Introduction4 minutes
4.1 What do Consumers Want?5 minutes
4.2 Learning Objectives5 minutes
4.4 Psychological Foundations of Consumer Behavior5 minutes
Attitudes6 minutes
4.5 Sociological Foundations of Consumer Behavior7 minutes
Social Processes11 minutes
4.5 Strategic Implications5 minutes
Actionable Insights7 minutes

1 assignmentTotal 16 minutes

Consumer-Centric Marketing and Decision-Making16 minutes

This module delves into the essential qualities and behaviors of effective marketing leaders, exploring how they set goals, inspire teams, and navigate ethical challenges. Learners will examine real-world leadership examples, analyze the evolving role of the CMO, and discover strategies for fostering innovation and adaptability in dynamic environments.

What's included

1 video11 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

11 readingsTotal 61 minutes

Introduction4 minutes
5.1 The Coolest Company You've Never Heard About4 minutes
5.2 Learning Objectives4 minutes
The Chief Marketing Officer (CMO)8 minutes
Envisions a Different Future6 minutes
Thinks Systemically6 minutes
Admits Fallibility4 minutes
5.5 What a Leader Does10 minutes
Stays True to Values6 minutes
Assembles the Team5 minutes
5.6 Summary4 minutes

1 assignmentTotal 16 minutes

Leadership and Organizational Influence16 minutes

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Instructor

Sage Instructors

Sage Publications

62 Courses1,666 learners

Offered by

Sage Publications

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