Marketing Strategy for Entrepreneurs
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Marketing Strategy for Entrepreneurs
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Description
When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan .
- Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
- Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.
About this course: Do you want to earn money and be able to pay all the salaries you and your employees desperately need? If so: Is there anything else but sales and marketing? This is also the reason why we will start of with a situation “as if” you were starting up the sales process in a new company where no previous customers existed. Gradually your sales efforts give results, you get customers and handling the market expansion becomes important. The course begins with the art of cold calling and analyzing the customers, then gradually moves over to segmentation, positioning, closing the deal, competition, marketing strategy and market expansion. The curriculum includes general basic…
Frequently asked questions
There are no frequently asked questions yet. If you have any more questions or need help, contact our customer service.
When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan .
- Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
- Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.
About this course: Do you want to earn money and be able to pay all the salaries you and your employees desperately need? If so: Is there anything else but sales and marketing? This is also the reason why we will start of with a situation “as if” you were starting up the sales process in a new company where no previous customers existed. Gradually your sales efforts give results, you get customers and handling the market expansion becomes important. The course begins with the art of cold calling and analyzing the customers, then gradually moves over to segmentation, positioning, closing the deal, competition, marketing strategy and market expansion. The curriculum includes general basic marketing theories as well modern digital marketing issues like onboarding, conversion, and retention, experimental marketing and pivoting. The course includes a number of assignments to facilitate your learning – some of them compulsory. This course will prepare you for the marketing and sales efforts needed for technology based companies.
Who is this class for: This course is intended for first year Master students primarily. Note that as a consequence, quiz questions are more like exam questions where you have to construct the answer based on the principles that are taught in the web lectures, rather than to recall the literal text of the teacher.
Created by: EIT Digital-
Taught by: Henrik Blomgren, Dr
INDEK, Department of Industrial Economics and Management Division of Industrial Marketing and Entrepreneurship Royal Institute of Technology
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
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EIT Digital EIT Digital is a pan-European education and research-based open innovation organization founded on excellence. Its mission is to foster digital technology innovation and entrepreneurial talent for economic growth and quality of life. By linking education, research and business, EIT Digital empowers digital top talents for the future. EIT Digital provides online "blended" Innovation and Entrepreneurship education to raise quality, increase diversity and availability of the top-level content provided by 20 reputable universities of technology around Europe. The universities all together deliver a unique blend of the best of technical excellence and entrepreneurial skills and mindset to digital engineers and entrepreneurs at all stages of their careers. The academic partners support Coursera’s bold vision to enable anyone, anywhere, to transform their lives by accessing the world’s best learning experience. This means that EIT Digital gradually shares parts of its entrepreneurial and academic education programmes to demonstrate its excellence and make it accessible to a much wider audience. EIT Digital’s online education portfolio can be used as part of blended education settings, in both Master and Doctorate programmes, and for professionals as a way to update their knowledge. EIT Digital offers an online programme in 'Internet of Things through Embedded Systems'. Achieving all certificates of the online courses and the specialization provides an opportunity to enroll in the on campus program and get a double degree. These are the courses in the online programme:Syllabus
WEEK 1
"As if" this was a starting point
2 readings, 1 practice quiz expand
- Practice Quiz: Let's start with your Opinion
- Reading: And don't click here either
- Reading: Not even here
Graded: Maybe you already knew
Sales – From cold calling to Facebook and Alibaba
7 videos expand
- Video: In search of...
- Video: My best friend is a contact
- Video: Freezing Cold Calling
- Video: E-mailing is never e-mailing
- Video: But Social is Media
- Video: B2B vs B2C: Relations
- Video: Closing the deal
Graded: Sales letters
Graded: Framing this module
WEEK 2
Who are these customers and what do they actually want? Analysis – Customer insights and analytics
4 videos expand
- Video: Who are all these customers?
- Video: 1000 miles in their shoes
- Video: Context matters
- Video: When fun becomes pain...
Graded: PEST-ing and SWOT-ing Google.
Graded: Useful acronyms and so forth
WEEK 3
It is better to Skate to where the puck is going: Segmentation & positioning
5 videos, 3 readings, 1 practice quiz expand
- Video: Reasons to skate
- Video: Who's old and who's new here actually?
- Video: Finding your own way of segmentation
- Reading: Digging deeper into Segmentation principles with the help of Facebook
- Video: But if segmentation does not work?
- Reading: Segmentation in future: As if Facebook and Google joined forces
- Video: Don´t tell me a story about storys and branding
- Practice Quiz: Self-test on branding
- Reading: Really good storytelling
Graded: Customer segmentation in the Retailing-industry
Graded: Did I get The Segmentation and Positioning-Module?
WEEK 4
Instead of the great plan that never will be executed: Experimental marketing and Pivoting techniques
5 videos expand
- Video: The reason
- Video: And in Practice?
- Video: When we stumble
- Video: The Digital Feedback-loop
- Video: The core of it
Graded: Pivoting
Graded: Self-testing the test-module
WEEK 5
Closing the deal and conversion – AIDA, not just an opera
4 videos, 1 reading expand
- Reading: The opera and the movie
- Video: Closing the deal
- Video: Desire leads to Action
- Video: Interest leads to Desire
- Video: Attention leads to Interest
Graded: Of course you can sing
WEEK 6
Mass marketing vs. customization to be considered when...
4 videos expand
- Video: Massmarketing vs Customization
- Video: Different Competitive Strategies
- Video: Channel Strategies
- Video: The BCG-Matrix
Graded: Also this module can be tested if you like
WEEK 7
Playing the market expansion game – The hockey stick phenomena
3 videos expand
- Video: The Hockey-stick Phenomenon
- Video: Failing when we had it
- Video: Leveraging: The next step
Graded: Hockey-sticking-stick
If no beginning then neither an end
Graded: Finale
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