Course curriculum

    1. Instructions

    2. Course Workbook

    1. Learning Outcomes

    2. Section One: What is Marketing Strategy, and Why Does it Matter?

    3. Quiz

    4. What is Strategy, and What is Tactics?

    5. Example: Revenue Growth for a Product or Service

    6. Exercise

    7. Wrap Up: Learning From This Section

    8. Quiz

    9. Section Two: Understanding Your Audience and Market

    10. Exercise

    11. Quiz

    12. Section Three: Introduction to Market Insights

    13. Where to Find Market Insights

    14. Quiz

    15. Section Four: Introduction to Business Insights

    16. Types of Data

    17. Quiz

    18. Section Five: Introduction to Competitor Research

    19. Quiz

    20. Section Six: Introduction to Market Research

    21. Quiz

    22. Section Seven: Bringing it all Together: The One-Page Strategy Framework

    23. The One-Page Framework

    24. Exercise: Begin Your One-Page Marketing Strategy Framework

    1. Learning Outcomes

    2. Section One: Context: What are Branding and Value Proposition?

    3. Key Terms

    4. Quiz

    5. Section Two: Crafting a Value Proposition

    6. Exercise

    7. Quiz

    8. Section Three: How Good Brand Foundations Influence Visual Identity

    9. Task: Existing Brand Evaluation

    10. Section Four: Applying Brand and Value Proposition Effectively

    11. Task: Marketing Channel Consistency

    12. Quiz

    1. Learning Outcomes

    2. Introduction

    3. Core Marketing Channels

    4. Email Marketing Introduction

    5. Email Marketing

    6. Email Marketing Quiz

    7. Search and SEO

    8. Search and SEO Quiz

    9. Content Marketing

    10. Content Marketing Quiz

    11. Paid Advertising

    12. Paid Advertising Quiz

    13. Events and Conferences

    14. Events and Conferences Quiz

    15. Bringing it all Together - Creating a Multi-Channel Marketing Plan

    1. Introduction

    2. The Role of Social Media in Scholarly Publishing

    3. Section 1 Quiz

    4. Strategic Goals and Audience Identitification

    5. Section 2 Quiz

    6. Representation and Engagement Practices

    7. Section 3 Quiz

    8. Listening and Measuring Impact (Part 1)

    9. Section 4 Quiz

    10. Listening and Measuring Impact (Part 2)

    11. End of Module Quiz

    1. Thank You From ALPSP

About this course

  • Free
  • 65 lessons
  • 1.5 hours of video content

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