The “marketing mix” is a term that was coined more than 60 years ago to describe the tools used by companies to determine what to build and sell, and how to sell it. Technology and the use of data have fostered a science of using more complex and evidence-based systems but the goal is unchanged. This course is intended to provide learners with an understanding of the “4 P’s” of marketing: Product, Price, Place (distribution) and Promotion, and their importance in a successful enterprise. The four P’s inform decisions that define targets for creating perceived value and generating a positive customer response.
Understanding your organization’s strategy for competitive advantage is the crucial to effective project and unit management. Topics include sources of competitive advantage, cost focus, differentiation advantage, and the value chain.
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