# The "What" of the Marketing Strategy Review (2026): 7.6/10 · Coursera > Independent review of The "What" of the Marketing Strategy Course on Coursera. Rated 7.6/10 by our editorial team. Pros, cons, price, and top alternatives. F… The "What" of the Marketing Strategy Course ![The "What" of the Marketing Strategy Course](/api/media/file/hero/the-what-of-the-marketing-strategy-course.webp?width=800) # The "What" of the Marketing Strategy Course — Review (7.6/10) This course delivers a solid foundation in marketing strategy with a clear focus on value creation and measurement. The content is well-structured and practical, though it lacks deep analytical tools ... Explore This Course 🎟️ Coursera Discount Offer Explore This Course The "What" of the Marketing Strategy Course is a 9 weeks online beginner-level course on Coursera by IE Business School that covers marketing. This course delivers a solid foundation in marketing strategy with a clear focus on value creation and measurement. The content is well-structured and practical, though it lacks deep analytical tools or advanced frameworks. Best suited for beginners seeking a strategic overview rather than tactical execution skills. We rate it 7.6/10. ## Prerequisites No prior experience required. This course is designed for complete beginners in marketing. ## Pros - Clear and structured introduction to core marketing concepts - Practical focus on value creation and customer engagement - Flexible learning format with real-world application examples - Free access makes it highly accessible for beginners ## Cons - Limited depth in data-driven marketing analytics - Few hands-on exercises or interactive assessments - Does not cover advanced digital marketing tools ## The "What" of the Marketing Strategy Course Review Platform: Coursera Instructor: IE Business School Updated May 8, 2026·Editorial Standards·How We Rate ## What will you learn in The "What" of the Marketing Strategy course - Understand the fundamentals of marketing and how businesses identify customer needs - Create value propositions that align with market demands and strategic goals - Capture value through pricing, branding, and customer relationship strategies - Engage customers effectively across both digital and physical channels - Measure marketing performance using key performance indicators (KPIs) ### Program Overview ### Module 1: Understanding the Marketplace Duration estimate: 2 weeks - Defining marketing and its role in business - Analyzing customer needs and market segmentation - Competitive landscape and industry dynamics ### Module 2: Creating Value Through Marketing Strategy Duration: 3 weeks - Developing value propositions - Product and service positioning - Branding and differentiation strategies ### Module 3: Engaging Customers Across Platforms Duration: 2 weeks - Customer engagement models - Digital marketing touchpoints - Integrated omnichannel strategies ### Module 4: Capturing Value and Measuring Success Duration: 2 weeks - Pricing strategies for value capture - Key Performance Indicators (KPIs) in marketing - Marketing ROI and brand equity measurement ### Get certificate #### Job Outlook - Marketing roles continue to grow with digital transformation across industries - Skills in strategy and KPIs are highly sought after in brand and product management - Foundational marketing knowledge supports career advancement in sales, analytics, and entrepreneurship ## Editorial Take This course from IE Business School offers a foundational yet comprehensive look at the core principles of marketing strategy. Designed for beginners and early-career professionals, it emphasizes understanding market dynamics and crafting strategies that deliver customer value while supporting profitability. The curriculum is logically structured and leverages real-world relevance to ground theoretical concepts. ### Standout Strengths - Strategic Clarity: The course excels at breaking down complex marketing concepts into digestible components, focusing on the 'what' rather than the 'how.' This helps learners build a mental model of marketing as a value-driven function. It encourages big-picture thinking early in the learning journey. - Value-Centric Framework: By centering on creating and capturing value, the course aligns with modern marketing philosophy. Learners are taught to see marketing not just as promotion, but as a strategic engine for business growth and customer satisfaction. This mindset shift is invaluable for long-term success. - Omni-Channel Engagement: The inclusion of both digital and physical platforms reflects current market realities. Learners gain insight into how customer journeys span multiple touchpoints, preparing them for roles in integrated marketing strategies. This holistic view sets it apart from siloed digital marketing courses. - Performance Measurement Focus: Emphasis on KPIs ensures learners understand accountability in marketing. Tracking success through metrics builds professional discipline and connects strategy to tangible outcomes. This practical orientation enhances employability and real-world application. - Reputable Institution: Being offered by IE Business School adds credibility and signals quality. Learners benefit from academic rigor and industry-aligned content, even in an introductory format. The institution’s global reputation enhances the certificate’s perceived value. - Free Accessibility: The ability to audit the course at no cost removes financial barriers to entry. This democratizes access to business education and allows learners to test the waters before committing to more advanced or paid programs. It's a strong equity feature. ### Honest Limitations - Limited Analytical Depth: While KPIs are introduced, the course does not dive into statistical analysis or marketing data tools. Learners expecting hands-on experience with analytics platforms or data interpretation may find this lacking. The focus remains conceptual rather than technical. - Minimal Interactive Content: The course relies heavily on video lectures and readings, with few interactive exercises or simulations. This passive learning format may not suit all learners, especially those who benefit from active practice and feedback loops in skill development. - Surface-Level Digital Tactics: Although digital engagement is covered, specific tactics like SEO, paid advertising, or content marketing are not explored in detail. The course stays high-level, which is appropriate for beginners but may leave more experienced learners wanting more substance. - Outdated Case Examples: Some real-world examples used in the course may feel dated, reducing relatability for learners familiar with current digital trends. More recent brand case studies would enhance engagement and relevance, especially in fast-evolving sectors. ### How to Get the Most Out of It - Study cadence: Dedicate 3–4 hours per week consistently to absorb concepts and complete assignments. Sporadic study can disrupt the flow of strategic thinking development. Regular engagement improves retention and understanding. - Parallel project: Apply each module’s concepts to a personal idea or hypothetical product. Building a mini marketing plan enhances practical understanding. Real-world application deepens learning beyond theoretical knowledge. - Note-taking: Use mind maps to visualize how value creation links to customer segments and KPIs. Visual organization reinforces connections between abstract ideas. This aids in synthesizing complex frameworks. - Community: Join course discussion forums to exchange perspectives with global peers. Diverse viewpoints enrich understanding of market differences. Peer interaction adds context beyond the lecture content. - Practice: Rewrite value propositions for existing brands to test strategic thinking. This builds fluency in identifying core customer benefits. Practical repetition strengthens analytical muscles. - Consistency: Stick to a weekly schedule even if modules seem simple. Momentum is key for building confidence in marketing logic. Small, steady progress compounds over time. ### Supplementary Resources - Book: 'Contagious' by Jonah Berger complements the course by exploring why ideas spread. It adds psychological depth to value messaging. A great read for understanding viral dynamics. - Tool: Google Analytics Academy offers free training that pairs well with the course’s KPI focus. It introduces real data tracking. A logical next step for hands-on learners. - Follow-up: Enroll in Coursera’s 'Digital Marketing Specialization' to build on foundational knowledge. It dives into tactical execution. Ideal for advancing beyond strategy basics. - Reference: HubSpot’s Marketing Blog provides up-to-date insights on current trends. It keeps learners informed post-course. A valuable resource for staying current. ### Common Pitfalls - Pitfall: Treating marketing as purely creative without strategic grounding. This course counters that by emphasizing structure. Learners should avoid reverting to ad-hoc approaches after completion. - Pitfall: Overlooking KPIs in favor of vanity metrics. The course teaches accountability, but learners must apply it. Focus on meaningful performance indicators, not just likes or clicks. - Pitfall: Assuming digital replaces physical engagement. The course promotes integration, not replacement. Omnichannel thinking prevents narrow, channel-specific biases in strategy. ### Time & Money ROI - Cost-to-value: Free access delivers exceptional value, especially for those exploring marketing as a career. Even the paid certificate is low-cost. A high-return entry point for business learners. - Certificate: The credential holds moderate weight, best used as a supplement on LinkedIn. It signals initiative but isn’t a standalone qualification. Most valuable for beginners. - Alternative: Free YouTube content may cover similar topics, but lacks structure and accreditation. This course offers curated, sequenced learning. Worth the effort for disciplined learners. ### Editorial Verdict The "What" of the Marketing Strategy succeeds as an accessible, well-structured introduction to essential marketing concepts. It effectively frames marketing as a strategic function centered on value creation and measurement, making it ideal for beginners or professionals transitioning into marketing roles. The course’s strength lies in its clarity and logical progression, helping learners build a solid conceptual foundation. While it doesn’t dive into advanced analytics or digital tools, its focus on principles over tactics ensures lasting relevance in a rapidly changing landscape. However, learners seeking hands-on skills or deep technical knowledge should view this as a starting point rather than a comprehensive solution. The lack of interactive elements and reliance on passive content may limit engagement for some. Still, given its free access and institutional backing, the course offers strong value for the time invested. We recommend it for aspiring marketers, entrepreneurs, or business students who need a clear, structured overview of marketing strategy fundamentals before pursuing more specialized training. ## How The "What" of the Marketing Strategy Course Compares | Course | Platform | Rating | Level | Duration | | --- | --- | --- | --- | --- | | The "What" of the Marketing Strategy Course | Coursera | 7.6/10 | Beginner | 9 weeks | | How to Use Video to Market Your Small Business Course | Udemy | 9.8/10 | N/A | N/A | | The Complete AI-Powered Copywriting Course & ChatGPT Course | Udemy | 9.8/10 | N/A | N/A | | Growth Hacking with Digital Marketing (Now with AI!) Course | Udemy | 9.8/10 | N/A | N/A | ## Who Should Take The "What" of the Marketing Strategy Course? This course is best suited for learners with no prior experience in marketing. It is designed for career changers, fresh graduates, and self-taught learners looking for a structured introduction. The course is offered by IE Business School on Coursera, combining institutional credibility with the flexibility of online learning. Upon completion, you will receive a course certificate that you can add to your LinkedIn profile and resume, signaling your verified skills to potential employers. If you are exploring adjacent fields, you might also consider courses in Agile & Scrum Courses, AI Courses, Arts and Humanities Courses, which complement the skills covered in this course. ### Career Outcomes - Apply marketing skills to real-world projects and job responsibilities - Qualify for entry-level positions in marketing and related fields - Build a portfolio of skills to present to potential employers - Add a course certificate credential to your LinkedIn and resume - Continue learning with advanced courses and specializations in the field ## More Marketing Courses on Coursera Explore other highly rated courses in marketing available on Coursera to expand your learning path: - Market Research Specialization Course 9.7/10 - Certificado De Carrera De Google Marketing Digital E E Commerce 8.9/10 - Generative AI for SEO: Be the #1 Answer in AI Search 8.7/10 - Foundations of Marketing Analytics Course 8.7/10 - Meta Social Media Marketing Capstone Course 8.7/10 - Brand and Product Management Course 8.7/10 - Email Marketing: Automate, Convert & Scale Revenue Course 8.7/10 - Email Marketing Analytics & Optimization Course 8.7/10 - Digital Marketing with AI Course 8.7/10 - Strategic Digital Marketing: Digital Marketing Foundation Course 8.7/10 ## Top Alternatives on Other Platforms Looking for a different teaching style or approach? These top-rated marketing courses from other platforms cover similar ground: - How to Use Video to Market Your Small Business Course 9.8/10 Udemy - The Complete AI-Powered Copywriting Course & ChatGPT Course 9.8/10 Udemy - Growth Hacking with Digital Marketing (Now with AI!) Course 9.8/10 Udemy - The Ultimate ChatGPT Course for Beginners 2025 – ChatGPT A-Z Course 9.7/10 Udemy - Digital Marketing Course 9.7/10 Edureka - Marketing Analytics: Stand Out by Becoming an Analytics Pro! Course 9.6/10 Udemy - Google Ads For Beginners 2025 – Step By Step Process Course 9.6/10 Udemy - Digital Marketing Fundamentals – Beginner to Pro in 3 Hours! Course 9.6/10 Udemy - The Complete Google Analytics 4 Training for Beginners 2025 Course 9.6/10 Udemy - UNFORGETTABLE EVENTS: Event Planning, Marketing & Management Course 9.6/10 Udemy ## More Courses from IE Business School IE Business School offers a range of courses across multiple disciplines. If you enjoy their teaching approach, consider these additional offerings: - Making Architecture Course 9.8/10 - Agile Accelerator Navigating Lean Startup Agile And Scrum Course 9.8/10 - Globalization, Economic Growth and Stability Specialization Course 9.7/10 - Understanding economic policymaking Course 9.7/10 - Foundations of Management Specialization Course 9.7/10 - Foundations of Management Course 9.7/10 - Think like a CFO Specialization Course 9.7/10 - Finance for Managers Course 9.6/10 View all courses from IE Business School → ## Related Articles & Guides Deepen your understanding with these articles from our editorial team, covering career advice, industry trends, and learning strategies: - Build AI skills with the Google AI Professional Certificate - Python Tutorial: Best Courses to Learn Python in 2026 - CISSP vs CompTIA Security+: Which Cert Should You Pursue? - Coursera Data Analytics Professional Certificate: Worth It in 2026? - Best edX Courses in 2026: Top Picks by Enrollment and Career Value - Best Online Coursera Courses in 2026: What's Actually Worth Your Time - Udemy Online: What the Platform Actually Delivers in 2026 - OKR for Leaders: 7 Best Training Courses Compared (2026) - Generative AI for Marketing with Microsoft 365 Copilot: Professional Certificate Review - The Best React Courses in 2026, Ranked and Reviewed ## Explore All Course Categories Not sure what to learn next? 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Be the first to share your experience! ## FAQs What are the prerequisites for The "What" of the Marketing Strategy Course? No prior experience is required. The "What" of the Marketing Strategy Course is designed for complete beginners who want to build a solid foundation in Marketing. It starts from the fundamentals and gradually introduces more advanced concepts, making it accessible for career changers, students, and self-taught learners. Does The "What" of the Marketing Strategy Course offer a certificate upon completion? Yes, upon successful completion you receive a course certificate from IE Business School. This credential can be added to your LinkedIn profile and resume, demonstrating verified skills to employers. In competitive job markets, having a recognized certificate in Marketing can help differentiate your application and signal your commitment to professional development. How long does it take to complete The "What" of the Marketing Strategy Course? The course takes approximately 9 weeks to complete. It is offered as a free to audit course on Coursera, which means you can learn at your own pace and fit it around your schedule. The content is delivered in English and includes a mix of instructional material, practical exercises, and assessments to reinforce your understanding. Most learners find that dedicating a few hours per week allows them to complete the course comfortably. What are the main strengths and limitations of The "What" of the Marketing Strategy Course? The "What" of the Marketing Strategy Course is rated 7.6/10 on our platform. Key strengths include: clear and structured introduction to core marketing concepts; practical focus on value creation and customer engagement; flexible learning format with real-world application examples. Some limitations to consider: limited depth in data-driven marketing analytics; few hands-on exercises or interactive assessments. Overall, it provides a strong learning experience for anyone looking to build skills in Marketing. How will The "What" of the Marketing Strategy Course help my career? Completing The "What" of the Marketing Strategy Course equips you with practical Marketing skills that employers actively seek. The course is developed by IE Business School, whose name carries weight in the industry. The skills covered are applicable to roles across multiple industries, from technology companies to consulting firms and startups. Whether you are looking to transition into a new role, earn a promotion in your current position, or simply broaden your professional skillset, the knowledge gained from this course provides a tangible competitive advantage in the job market. Where can I take The "What" of the Marketing Strategy Course and how do I access it? The "What" of the Marketing Strategy Course is available on Coursera, one of the leading online learning platforms. You can access the course material from any device with an internet connection — desktop, tablet, or mobile. The course is free to audit, giving you the flexibility to learn at a pace that suits your schedule. All you need is to create an account on Coursera and enroll in the course to get started. How does The "What" of the Marketing Strategy Course compare to other Marketing courses? The "What" of the Marketing Strategy Course is rated 7.6/10 on our platform, placing it as a solid choice among marketing courses. Its standout strengths — clear and structured introduction to core marketing concepts — set it apart from alternatives. What differentiates each course is its teaching approach, depth of coverage, and the credentials of the instructor or institution behind it. We recommend comparing the syllabus, student reviews, and certificate value before deciding. What language is The "What" of the Marketing Strategy Course taught in? The "What" of the Marketing Strategy Course is taught in English. Many online courses on Coursera also offer auto-generated subtitles or community-contributed translations in other languages, making the content accessible to non-native speakers. The course material is designed to be clear and accessible regardless of your language background, with visual aids and practical demonstrations supplementing the spoken instruction. Is The "What" of the Marketing Strategy Course kept up to date? Online courses on Coursera are periodically updated by their instructors to reflect industry changes and new best practices. IE Business School has a track record of maintaining their course content to stay relevant. We recommend checking the "last updated" date on the enrollment page. Our own review was last verified recently, and we re-evaluate courses when significant updates are made to ensure our rating remains accurate. Can I take The "What" of the Marketing Strategy Course as part of a team or organization? Yes, Coursera offers team and enterprise plans that allow organizations to enroll multiple employees in courses like The "What" of the Marketing Strategy Course. Team plans often include progress tracking, dedicated support, and volume discounts. This makes it an effective option for corporate training programs, upskilling initiatives, or academic cohorts looking to build marketing capabilities across a group. What will I be able to do after completing The "What" of the Marketing Strategy Course? After completing The "What" of the Marketing Strategy Course, you will have practical skills in marketing that you can apply to real projects and job responsibilities. You will be prepared to pursue more advanced courses or specializations in the field. 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