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Course Description

Marketing plans are often created ad hoc and with limited research to inform them. However, in today's competitive environment, organizations place a greater premium on comprehensive planning for more effective marketing outcomes.

Understanding the fundamental principles of strategic and tactical planning is a key first step for building an effective marketing action plan. This course teaches students the core competencies needed for analyzing marketplace dynamics, preparing a distinctive and relevant strategy, assembling a creative marketing program, and analyzing plan effectiveness. Students will complete an entire marketing plan cycle from start to finish.

Course Objectives

 

Upon completion of this course, successful students will be able to:

  • Apply core competencies needed for analyzing marketplace dynamics, preparing a distinctive and relevant strategy, assembling a creative marketing program, and analyzing plan effectiveness.
  • Develop a marketing plan cycle from start to finish.

 

Notes

This course is an open enrollment course. No application is required and registration is available by clicking "Add to Cart." Current students must register with their Georgetown NetID and password. New students will be prompted to create an account prior to registration.

Course Prerequisites

Previous academic coursework in marketing or some professional experience. Participants with limited training or experience in marketing are strongly encouraged to take Principles of Marketing first.

Instructors

Applies Towards the Following Certificates

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