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How will customers act in the future? What will demand for our products and services be? How much inventory should we order for the next season? Beyond simply forecasting what customers will do, marketers need to understand how their actions can shape future behavior. Basics of Forecasting Models Approaches to Forecasting...

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As the fastest-growing sectors of the current global economy, both hospitality and healthcare services sector offer tremendous growth opportunities for incumbents and entrepreneurial opportunities for new entrants. To flourish on these opportunities, one must first understand each industry's unique characteristics. People who have successfully completed this course will be able to:...

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This course will provide learners with a fundamental understanding of the characteristics and marketing strategies related to two key global industries, sports and entertainment. The growth in both industries have been fueled by their ability to innovate via CCCI, i. e. cross-country and cross-industry expansion. People who successfully complete this course will obtain the following outcomes:...

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In this course, you will further examine how businesses create value for customers. In Marketing Management I, you learned the major elements of the marketing mix - product policy, channels of distribution, communication, and pricing - and saw how they fit within different analytical frameworks that are useful to managers. You will be able to:...

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After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix. Your analysis will focus on Tesla Motor's and the launch of their Model X automobile....

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The Capstone Project will let you demonstrate all that you have learned throughout the Content Strategy Specialization. It is an exciting learning experience that takes you through developing an effective Content Strategy package to meaningfully understand its scope and impact. Capstone Overview and Directions Please start by reading these pages and watching the video....

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Your markets are on social and you need to be there. However, your social strategy needs to be based on the business metrics which define your success. For success in today's digital world, you must have a plan to integrate your social and mobile marketing strategies into your business strategy. 2016 Capstone Schedule:...

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Social media not only provides marketers with a means of communicating with their customers, but also a way to better understand their customers. Viewing consumers’ social media activity as the “voice of the consumer,” this session exposes learners to the analytic methods that can be used to convert social media data to marketing insights....

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This will be part 2 of a two-series foundation courses for the Specialization: International Marketing & Cross Industry Growth. This course will dive in more deeply into consumer science investigation, B2C marketing, International Marketing Entry, Targeting, Positioning, International Product, International Promotion, International Place and International Price. There will be a heavy emphasis on how companies can incorporate CCCI Innovation, i....

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How do consumers see your brand relative to your competitors? How should a new product be positioned when it’s launched? Which customer segments are most interested in our current offerings? For these questions and many others, surveys remain the tried and true method for gaining marketing insights. Techniques discussed include factor analytics, cluster analysis, discriminant analysis and multi-dimensional scaling....

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