Marketing for Non-Marketers
Correction: This course costs $295.
School: The University of British Columbia
Registration Link: Marketing for Non-Marketers
Start Date: June 16, 2015 (6 Weeks Long)
Workload: 3-4 Hours Per Week
Instructors: Darren Dahl and Paul Cubbon
Credentials: Darren Dahl, senior associate dean at the University of British Columbia’s Sauder School of Business, is another “rock star” professor making his first entry into the MOOC space. In 2015, the American Marketing Association ranked him as the world’s #1 professor for market research. Two years earlier, he finished second for Business Professor of the Year by The Economist. A prolific writer and researcher, Dahl’s work focuses on new product development, social marketing, creativity, and social influence. And his work has been published in outlets like the Journal of Consumer Research (where he is an associate editor), and the Journal of Marketing and the Journal of Marketing Research (where he sits on both editorial boards). Outside academia, Dahl – who describes himself as a consumer scientist – has designed educational programs and consulted for firms like Procter & Gamble, General Electric, and Xerox.
Paul Cubbon teaches courses in e-marketing, strategy, and social media at Sauder, where he has won several teaching awards. In addition, he heads the entrepreneurship group at both the undergraduate and graduate level. Before entering academia, he spent over a decade as a marketing and brand manager at Unilever. He holds an MBA from Simon Fraser University.
Graded: Students will receive a professional certificate from the University of British Columbia that can be uploaded directly to the student’s LinkedIn profile.
Description: An introductory course, “Marketing for Non-Marketers” covers the basic terminology, concepts, techniques, and metrics for attracting consumers to your brand. In particular, the course covers these areas: “customer segmentation, targeting and positioning; establishing product-market fit; the psychology of buying decisions and influence networks; pricing strategies and multiple revenue streams to maximize profitability; go to market channels and customer acquisition; marketing conversion and retention funnels; designing metrics to assist in reducing customer acquisition costs, improving retention, and harnessing loyal customers as advocates to expand the customer base cost effectively.” The course relies heavily on real life stories and examples to show how marketing has evolved and how to implement best practices.
The course is broken into two weekly modules, with content delivered through lecture videos, discussion questions, activities, and quizzes. Students must score 60 percent or above on quizzes in order to pass.
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