The company that has the most paying customers wins. But how do you get the word out, drive demand for your products and services, and generate sales? Today good marketing involves a clear strategy to reach the target audience, execute appropriate tactics, and measure results. In this course, you will master the fundamentals of outbound and inbound marketing and explore the myriad of options available in today's world of traditional and social media. Learn how to apply your skills to create a robust and innovative marketing strategy for a new product or a new company.
Learn How To
Combine traditional, social and mobile media to drive viral demand
Virality does not just happen, though it may look that way. It generally takes months or years of careful planning and experimentation. Learn how to use product design, outbound and inbound marketing to drive viral demand for a business-to-consumer product. Learn how marketing today requires a thorough understanding of the target market and a multitude of traditional, social and innovative marketing programs.
Leverage outbound demand generation
Outbound marketing is what most people think of when they think of marketing. It is the act of “buying” a prospects attention or seeking them out. Learn how marketers provide air cover through effective PR and Buzz marketing as well as the basics of driving action that results in people buying something.
Tap inbound demand
Learn what inbound marketing is all about, how it got started, and what is fundamentally different from the more traditional world of outbound. Explore the new tools marketers now have in hand and are learning how to use every day.
Use core demand generation principles and guidelines
Create and use a messaging platform for optimal public relations and buzz marketing.
Lynda Kate Smith, Lecturer of Management Science and Engineering, Stanford School of Engineering, Stanford University