Learning Outcomes

The Global Companies and Markets

Marketing Research: From Customer Insights to Actions

Lesson Summary

In this module, you will examine the important factors to consider for effective global business operations and how to craft a successful worldwide marketing program. You will consider the challenges and importance of good marketing research, and how to develop an effective research plan from accurate data sources. You will consider the product levels in customer value-hierarchy, then, the methods for classifying products and services into broad categories will be discussed.

Segmenting and Targeting Markets

Positioning Products in Target Markets

Quality Services and Products Design

In this module, you will learn how to properly aggregate prospective buyers into homogenous groups via the product differentiation strategy. You will discover how to link needs to action, as well as the functions of market product grids in the relationship between buyers, products, and marketing operations. You will examine the methods for classifying products and services. The concept of new product formulation, as well as the major reasons for new product failure, will be elucidated.

Understanding the Marketing Environment - Course Assessment

Learn about effective product positioning and marketing in a borderless economic world with this free online course.

Understanding the Marketing Environment

Whether you are just starting out as a sales professional or as a marketing analyst, this free online course will afford you a crucial understanding of the factors that influence a firm’s marketing operations. You will learn the skills of marketing in a borderless economic world and how to properly adapt product positioning in the global market. By completing this course, you will gain the skills needed to become a certified sales consultant.

This marketing course examines five vital economic trends and how they significantly affect world trade. You will consider why tariffs and quotas pose serious limitations to the exchange of goods and services globally. Discern how to eliminate the barriers of international trades through policies that shun trade protectionism and encourage economic integrations, with examples provided from modern case studies. You will identify the three types of global companies and why the strategies adopted for marketing will define an organization’s orientation for international business. Learn about the important factors and variables through which global institutions conduct a continuous scan of their business environment to ascertain the economic infrastructure and other fiscal considerations. You will also learn to compare the global market-entry strategies through which a business can gain access to cross-border consumers, and discover the best approach for selecting the trading models that suit an organization. In addition, you will examine the process and importance of market research and analyze some concepts to overcome the challenges of a good marketing effort. You will also study diverse sales forecasting techniques, including how to evaluate the results and take the necessary actions.
Next, the procedures for performing in-depth market segmentation will be studied, which entails the process for linking needs to actions and how to deploy the market-product grid for building the framework relationships between potential buyers and products. You will be shown the five criteria which are considered when selecting a target market, and future expansion strategies to edge out the competition. You will be introduced to the concepts of product positioning and uncover why perceptual maps are effective tools for instilling products in the minds of consumers. The technical differences between goods and services, and how the distinctions provide the correct direction for marketing actions, will be covered. Discover how the five product levels integrate more customer values to create a customer-value hierarchy. Then, the models for classifying products and services into categories will be proposed. You will be shown why the benefits and values offered by products and services are the fundamental notions of marketing and how global institutions develop offers of value to satisfy customer needs. The models for eliminating the evaluation complexities of services will also be outlined.
Lastly, you will learn about the four distinct elements (also known as the “Four I’s of service”) which are used to differentiate essentially intangible products. The costs of inventory handling for a business will be highlighted as well as the crucial methods for service quality assessments. A comparison between customer expectations and actual experiences will be made, and the differences via gap analysis will be examined. You will consider the actual definition of items and mix decisions of products and how marketing managers decide the optimal length of merchandise lines when the company expands. You will be shown why new products are the lifeblood of a company as well as the different perspectives of item newness. The marketing and non-marketing factors, such as “feature bloat”, which are used to assess the successes and failures of new merchandise will also be elucidated. These factors will help marketers to identify critical marketing dynamics to distinguish between winning items and blatant failures. Is the distinction between products and services still one of the greatest marketing confusions? Is an insignificant point of interest a cogent reason for new product failures? This course will examine these problems and consider the facts around them. Completing this free online course will give you the crucial skills required to understand the global marketing environment and make your own goals more achievable. You will master the skills for directing remarkable customer experiences and acquire novel ideas for creating products that are widely successful on a global scale. So why wait? Start this course today!

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Introduction to the GDPR

The Data Protection Officer (DPO) Role in the GDPR

Personal Data Security Guidance for Microenterprises in the GDPR

Five Steps to Secure Cloud-based Environments

Introduction to the GDPR for the Private Individual

What Can Organisations Do Now to Prepare for the GDPR?

The Key Steps You Need to Take to Ensure Compliance with the GDPR

Learn about the GDPR which comes into effect from 25th May 2018, which increases the obligations on organisations around data protection, and gives greater control to individuals over their personal data.

General Data Protection Regulation - Course Assessment

Do you understand GDPR? Or that a company that fails GDPR can get a €20million fine? Take this free online course.

General Data Protection Regulation (GDPR)

This free online General Data Protection Regulation (GDPR) course will teach you everything you need to know about European data protection regulations. Data protection regulations can be difficult to correctly understand and apply, however, any company that fails to meet GDPR compliance can be fined for up to €20 million. This free online course will teach you everything you need to know about GDPR to protect yourself from financial loss.

Topic A: Understanding Customer Service

Topic B: Identifying Customer Expectations

Topic C: Providing Excellent Customer Service

Review Quiz

In this module, Understanding Customer Service, students will learn the basics of customer service, identifying customer expectations, and providing excellent customer service.

Topic A: Focusing on the Customer

In this module, Focusing on the Customer, students will learn about putting the focus on the customer and their needs.

Topic A: Customer Service and the Telephone

In this module, Customer Service and the Telephone, students will learn about how the telephone relates to customer service and how to handle phone calls.

Topic A: Handling Complaints

In this module, Handling Complaints, students will learn how to handle customer complaints in a professional manner.

Topic A: Enduring Stress

In this module, Enduring Stress, students will learn about how to endure the stresses of working in customer service.

Customer Service Skills - Assessment

Become expert in customer service and polish your professional communication skills in this free online course.

Customer Service Skills

This training course teaches you the basics of customer service. We show you how to focus on the customer to understand their expectations to help you improve their experience of your business. We explain how to deal with stress and constructively interact with clients on the telephone to handle complaints. People’s perceptions of your company’s brand are defined by customer experience, so sign up to make sure they remember you fondly.

ISO 37301:2021 Introduction

Context of the Organization

Expectations from Leadership

Planning for Compliance Management

Providing Support

Operation of Compliance Management System

Evaluating Compliance Performance

Improving the Compliance Management System

This module will introduce you to ISO 37301:2021, the latest compliance management systems standard published by ISO. You will understand the structure and requirements for establishing, developing, implementing, evaluating, maintaining, and improving an effective compliance management system within an organization.

ISO 37301:2021 - Principles of Compliance Management Systems - Course Assessment

Learn the fundamentals of compliance management systems based on ISO 37301:2021 requirements in this free online course.

ISO 37301:2021 - Principles of Compliance Management Systems

This compliance management course will familiarize you with the latest compliance management systems standard published by the International Organization for Standardization (ISO). You will learn the basic elements of compliance management systems by understanding the requirements of ISO 37301:2021. In addition, this course will guide you through establishing, implementing, maintaining, and continually improving a compliance management system.

Business-to-Business (B2B) Markets

Types of B2B Buyers

Buying Centers

Stages in the B2B Buying Process

International B2B Markets and E-commerce

In this module, you will learn about the features of business-to-business markets. You will learn also about the types of buyers in B2B markets and the stages in the buying process.

Marketing Channels and Channel Partners

Typical Marketing Channels

Functions of Channel Partners

Marketing Channel Strategies

Channel Dynamics

In this module, you will learn a great deal about the importance and functions of marketing channels. You will learn about the different types and how they are exemplified in real-world businesses. Lastly, you will learn about channel partners.

Buying Behaviour: Situational Factors

Personal Factors and Buying Behavior

Psychological Factors and Buying Behavior

Societal Factors and Buying Behavior

Consumer's Decision-Making Process

Stages in the Buying Process

In this module, you will learn about the various factors that influence the buying behaviour of consumers. You will learn about the social, psychological, personal and situational factors affecting buying behaviours, as well as the consumer's decision-making process.

Components of Strategic Planning

Organizational Objectives and Strategies

Strategic Portfolio Planning Approaches

In this module, you will learn about the components of strategic planning, value proposition and how to develop organizational objectives. You will also learn about some specific portfolio planning methods like the BCG matrix and the General Electric approach.

Marketing Information Systems

Problem Definition and Research Design

Specifying Samples and Form Design

Data Collection and Analysis

In this module, you will learn about the Marketing Information System and its components. You will also learn in detail the steps in the marketing research process.

Customer Communities

Loyalty Management

Customer Satisfaction

Ethics, Laws, and Customer Empowerment

In this module, you will learn about the relevance of ensuring customer satisfaction, and strategies to employ. You will learn also about loyalty management and the ethics to observe.

Principles of Marketing - Course assessment

This free online diploma course explains how to conduct market research to sell yourself and build customer loyalty.

Principles of Marketing

This free online diploma takes you through common buying trends in business-to-business and business-to-customer markets. We show you how to gather market intelligence using market information systems so you can manage and leverage customer communities to build up customer satisfaction and hence loyalty. This comprehensive course teaches you how to get ahead by selling ideas, products or even yourself.

Introduction to B2B Customer Success Management

Customer Onboarding

Customer Support Strategies

Driving Long-Term Customer Success

This module serves as the foundation for understanding the critical role of customer success in the B2B landscape. You will explore the concept of customer success, learning how it differs from customer support and customer experience. Gain insights into the key metrics that define customer success and how to use them effectively.

B2B Customer Success Management - Course Assessment

Explore B2B Strategies to boost customer satisfaction, retention, and business growth in this free online course.

B2B Customer Success Management

Embark on a journey to become a top-tier Customer Success Manager with this expertly designed course, crafted to empower you with the skills and strategies needed to enhance customer satisfaction and ensure loyalty. You'll learn how to drive customer satisfaction, boost retention, and fuel business growth by mastering the strategies of B2B Customer Success Management. Build a high-performing Customer Success team for your customers. Enrol now!

Retail Management Industry, Progression and Skills

Merchandising

Pricing and Displays

In this module, you will learn the basic principles of retail management and how to advance your career in this field. You will learn what is involved in merchandising and pricing and get a thorough overview of the responsibilities of a retail manager.

Checkout, Sales Concept and Required Skills

Consumer Behaviour and Interpretation

Pre-empting and Solving Issues

In this module, you will learn the importance of using the checkout correctly, the factors involved in the sales process, and how to manage any problems that may occur. You will be introduced to the concept of consumer behaviour and its importance to the retail sector.

Trends and How to Use Them

Targeting Customers

Communicating with Customers

Dealing with Unhappy Customers

In this module, you will learn how to effectively target and communicate with consumers so as to maximise your sales. You will gain an awareness of different trends, and learn how best to communicate with the consumers who enter, how to pitch trends to them, and how to anticipate and deal with any problems which may arise.

Retail Environment and Key Concepts

Creating an Environment

Customer Relationships

Dealing with Relationship Issues

In this module, you will learn how to curate a positive and ideal environment within your store. You will learn how to create and maintain good, healthy customer relationships, and how to handle any issues that may arise with customers, so that your retail output will remain high.

Retail Management: Merchandising, Sales and Customer Communications - Assessment

Learn basic merchandising and communications skills involved in retail management with this free online training course.

Retail Management: Merchandising, Sales and Customer Communications

This free online retail management training course will provide a thorough introduction to the basics involved in managing a retail outlet. You will learn the principles behind sales techniques, how to effectively merchandise your products, and the most constructive ways to communicate with your customers. This course is all about how to sell your products and win over your customers, so if you are an aspiring retail manager, get started today.

Introduction to Rental Property Management

Financial Management, Property Maintenance and Relationships

Property Management Software and Sustainability

This module is an introduction to rental property management. You will learn about different types of rental properties and the roles and responsibilities of a property manager. Also, you will discover marketing strategies for attracting potential tenants, the tenant screening and selection process, and the factors affecting financial management.

Rental Property Management Fundamentals - Course Assessment

Learn how to be a successful landlord in this free online course that lays out the basics of rental property management.

Rental Property Management Fundamentals

Do you want to acquire the techniques and best practices used to rent out property? Would you like to know the risks associated with being a landlord and how to reduce them? This course explores the basics of rental property management and explains how property managers find suitable tenants and make sure that the property is properly maintained. We also break down the components of a lessee/lessor relationship to help you interact with tenants.