Marketing today is no longer just about promotion or advertising — it is about understanding customers, making strategic decisions, and executing effectively across both traditional and digital channels. This course, Marketing Management: From Principles to Digital Strategy, is designed to give you a complete, structured, and practical understanding of modern marketing management.
Built on an MBA-level framework, this course takes you step by step from core marketing fundamentals to advanced strategic tools and finally into real-world digital marketing execution. You will begin by mastering the principles of marketing, including the role of marketing in organizations, consumer behavior, market segmentation, targeting, positioning, branding, and the marketing mix (4Ps). These foundations ensure you understand why marketing decisions are made.
You will then progress into advanced marketing management, where you will learn how managers think strategically. Topics include strategic marketing analysis, competitive advantage, product life cycle, portfolio management using the BCG matrix, growth strategies, performance measurement, and marketing control. This part of the course equips you with the frameworks used in real business and MBA programs.
