Module 1-Week 2: Marketing Strategy

Learning Outcomes

  • Describe how core values, mission, organizational culture, business, and goals are important in organizations.
  • Discuss how an organization assesses where it is now and where it seeks to be.
  • Explain why managers use marketing dashboards and marketing metrics.
  • List and explain the three steps of the planning phase of the strategic marketing process.
  • Describe the elements of the implementation and evaluation phases of the strategic marketing process.


Week two is dedicated to marketing strategies. Organizations first assess where they are currently, second where they want to be in the future. We develop a marketing program this week in three steps: planning, implementation, and evaluation. We not only identify the right direction for the organization but also design the actions identifying how to get there. The controllable factors, namely the 4Ps, play an important role in the planning phase. 

Related Readings  

It is recommended that you complete the accompanied readings from the course textbook that complement the lessons. The readings include content and additional examples that will allow you to achieve the indicated learning outcomes (LO) as indicated in your textbook for Chapter 2 and will cover the content for Week 2. You will be expected to achieve learning outcomes LO1 and LO2 (Lesson 1), LO3 up to market–product analysis (Lesson 2), LO3 the rest (Lesson 3) and LO5 and LO6 (Lesson 4) for this chapter. Additionally, please read Appendix A: Creating an Effective Marketing Plan from Chapter 2. 

Activities and Assignments