SMstudy® Marketing Strategy Associate certification course

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This course titled " SMstudy® Marketing Strategy Associate certification course" contains overview of marketing strategy basics and is based on the SMstudy® Guide. It has 41 high quality videos on marketing strategy including a brief about evolution of sales and marketing. Upon completion of this course, students can get free 'SMstudy® Certified Marketing Strategy Associate' certification from www(dot)smstudy(dot)com. The course also touches upon the benefits of SMstudy® Guide. The SMstudy® Guide is developed by VMEdu, Inc., a global certification course provider that has educated over 400,000 students world-wide in more than 3,500 companies. It explains Sales and Marketing concepts through a practical, process-oriented approach. The course begins with the introduction video about sales and marketing in general and marketing strategy in specific. The course then touches upon specific topics to be studied as part of the marketing strategy. It describes how the Aspect of Marketing Strategy aligns with a company's overall Corporate Strategy and acts as a unifying framework to define and analyze the other Aspects of Sales and Marketing. It also supports the alignment of all marketing resources among all Aspects. Marketing Strategy includes determining internal organizational strengths and weaknesses, as well as external opportunities and threats; identifying and segregating prospective buyers into market segments based on common needs; defining competitive positioning to satisfy specific customer needs; and defining the objectives and budgets for implementation, evaluation, and improvement of all marketing activities. The course can be taken by professionals and students interested in gaining a basic understanding of marketing strategy. The many authors, advisers, and reviewers of the course have worked in numerous Sales and Marketing areas and geographic regions across a variety of industries. Thus, insights provided by them make this body of knowledge industry independent. The course defines Sales and Marketing in terms of processes that comprise a series of actions that leads to a particular result. Each process requires specific inputs and then uses tools to create specific outputs. To take this course, students need to have an interest and aptitude for marketing strategy. What are the requirements? Students need to have an interest and aptitude for marketing strategy. What am I going to get from this course? Gain basic understanding of Marketing Strategy Learn key concepts of Marketing Strategy Who is the target audience? Anyone interested in knowing more about Marketing Strategy can take up this course and exam for free.
  • Section 1: Introduction
    • Introduction
  • Section 2: How to use SMstudy® Guide?
    • Using SMstudy® Guide with Website and VMEdu® Mobile App

      The SMstudy® Guide can be used as a reference and knowledge guide by experienced Sales and Marketing practitioners, as well as by persons with little prior knowledge or experience of sales and marketing roles.

    • Certification Schema for SMstudy® Certifications

      The certifications related to the SMstudy® Guide are administered and managed by There are four levels of certification namely associate level, professional level, specialist level, and expert level.

  • Section 3: Why Use the SMstudy® Guide?
    • Key benefits of using the SMstudy® Guide

      Some of the key benefits of using the SMstudy® Guide are consolidated expertise, process-oriented approach, application to all industries, applicable to all companies of all sizes, comprehensiveness, applicable to beginners and experts, alignment with job roles, continuous improvement.

  • Section 4: Evolution of Sales and Marketing
    • Barter System, Traditional Marketplace and Seller's Marketplace

      Since Sales and Marketing has evolved significantly over time, it is important to present a high-level overview of the history of the subject in order to understand and appreciate its relevance in the world today. More than a thousand years ago, when coins and other forms of money were not yet popular, the typical and most common way people procured their products or services was through the barter system—the direct exchange of goods or services without the use of money.

    • Conventional Mass Media Marketing

      In the twentieth century, as the number of manufacturers or industries for specific products grew, consumers had the option to buy from multiple manufacturers. Unlike a seller’s marketplace where sellers have the advantage over customers, mass media marketing features multiple manufacturers, thus shifting the balance of power in favor of consumers.

    • Fragmented New-Age Marketing

      In recent times, the media has become increasingly fragmented with several hundred television and radio channels, as well as a large variety of print media, including newspapers, magazines, and trade publications. Moreover, since the late 1990s, with the increasing popularity of the internet and, more recently, smartphones, many options now exist for advertisers to reach a global audience using digital media marketing methods such as mobile phone apps, Google, Facebook, Twitter, LinkedIn, YouTube, QR codes, gamification, and proximity marketing.

    • Innovative Internet-Enabled Business Models

      The growing popularity of the internet, smartphones, and digital media provide opportunities for a company to not only use fragmented new-age marketing effectively to promote existing products, but also to come up with innovative business models where product demo, customer acquisition, and order fulfillment can also take place online.

    • Sales and Marketing as a Continuum

      It is important for us to note that the fact that we are in the twenty-first century does not make all the earlier avenues of Sales and Marketing obsolete. Some companies marketing consumer goods continue to spend a significant proportion of their marketing budget on conventional mass media marketing.

  • Section 5: Corporate Strategy and its Relationship to Sales and Marketing
    • Corporate Strategy and its Relationship to Sales and Marketing

      Corporate Strategy is the overall direction of the company as defined by senior management. Corporate strategy takes into consideration an assessment of the existing capabilities of the company and external opportunities and threats. Corporate Strategy usually coincides with the immediate future fiscal period or it could be developed with a longer-term view.

  • Section 6: Aspects of Sales and Marketing
    • Aspects of Sales and Marketing

      The SMstudy® Guide describes six Aspects of Sales and Marketing as follows: Marketing Strategy (MS) Marketing Research (MR) Digital Marketing (DM) Corporate Sales (CS) Branding and Advertising (BA) Retail Marketing(RM) Since the SMstudy® Guide is geared towards Sales and Marketing professionals or those who desire to work in this field, the six Aspects are based on the six most common and often distinct career fields related to Sales and Marketing.

  • Section 7: Levels of Sales and Marketing Strategy
    • Levels of Sales and Marketing Strategy

      The Corporate Marketing Strategy, which is a component of the overall Corporate Strategy, is further divided into various Business Unit or Geographic Strategies, which in turn is further divided into particular Product or Brand Strategies for each product or brand

  • Section 8: Marketing Strategy Overview
    • Marketing Strategy Overview

      All successful products or brands need well-planned marketing strategies in place to ensure that they satisfy the goals set by the Corporate Marketing Strategy or Business Unit/Geographic Strategies. Marketing Strategy is one of the most crucial Aspects of Sales and Marketing.

    • Analyze Market Opportunity

      This chapter reviews the external environmental factors and internal organizational capabilities that impact how a company operates to create a successful product or brand. Since companies operate in dynamic environments, understanding the changing landscape and current trends that are impacting business helps develop a sound Marketing Strategy.

    • Define Competition, Targeting, and Positioning

      This chapter first discusses the factors involved in identifying the competition, understanding industry trends, and considering future competitive scenarios that help in selecting target market segments. It then looks at creating a differentiated positioning statement for the company’s products or services for those target segments selected.

    • Determine Pricing and Distribution Strategies

      A Pricing Strategy properly prices products or services so that the company can sustain profitability while maintaining or growing its market share. Developing a Pricing Strategy involves assessing the value of the products, based on their features; analyzing the pricing and features of competitive products in the market; analyzing the consumer mindset, which takes into account demand and price expectations for the products; and considering anticipated unit costs, sales and, in turn, profitability.

    • Determine Metrics, Objectives, Marketing Aspects, and Budget Allocation

      This chapter deals with the selection of the metrics to be used for Sales and Marketing efforts, such as customer reach, brand perception, product availability, and sales and profitability. It also provides an overview of the various Sales and Marketing Aspects that an organization should consider in determining the overall Marketing Strategy, namely, Marketing Research, Digital Marketing, Corporate Sales, Branding and Advertising, and Retail Marketing.

    • Impact of Marketing Strategy

      The last chapter of Marketing Strategy titled Impact of Marketing Strategy touches upon the impacts of an organizations marketing strategy and other aspects of marketing and on other elements of corporate strategy.

  • Section 9: Analyze Market Opportunity
    • Analyze Market Opportunity

      This chapter reviews the external environmental factorsand internal organizational capabilities that impact how a company operates to create a successful product or brand. Since companies operate in dynamic environments, understanding the changing landscape and current trends that are impacting business helps develop a sound Marketing Strategy.

  • Section 10: Determine Strengths and Weaknesses
    • Introduction

      The strengths and weaknesses of a company determine its internal capabilities to compete in a market and to fulfil customer expectations. Strengths provide the company with a competitive advantage and can include factors such as skilled human resources, existing brands, patents, technology expertise, and distribution capabilities. Weaknesses place the company at a disadvantage, for example, factors such as unskilled resources, inflexible organizational structure, lack of updated technology, and inefficient operational processes.

  • Section 11: Determine Strengths and Weaknesses - Inputs
    • Assumptions & Constraints, Existing Marketing Research Reports
    • Senior Management Directions & Insights, Organizational Capabilities
  • Section 12: Determine Strengths and Weaknesses - Tools
    • Meetings and Discussions
    • Product Portfolio Analysis
    • BCG Growth-Share Matrix
    • Value Chain Analysis
    • Marketing Research
  • Section 13: Determine Strengths and Weaknesses - Outputs
    • Strengths and Weaknesses, Marketing Research Reports
  • Section 14: Determine Opportunities and Threats
    • Introduction
    • Inputs
  • Section 15: Determine Opportunities and Threats - Tools
    • Meetings and Discussions
    • Porter’s Five Forces for Industry Attractiveness
    • Market Analysis, Marketing Research
    • PESTEL Analysis
  • Section 16: Determine Opportunities and Threats - Outputs
    • Outputs
  • Section 17: Define Market and Identify Market Segments
    • Introduction
    • Inputs
  • Section 18: Define Market and Identify Market Segments - Tools
    • Meetings & Discussions, Demographic Segmentation and Psychographic Segmentation
    • Meetings & Discussions, Demographic Segmentation and Psychographic Segmentation
    • Behavioral Segmentation
    • Company Characteristics-Based, Evaluation of Future Market Scenanarios
  • Section 19: Define Market and Identify Market Segments - Outputs
    • Market Definition and Market Segments
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