No successful journey starts without a roadmap, and no successful marketing endeavor starts without a plan. This course helps anyone—from marketing professionals to small business owners—write effective marketing plans. Learn how to assemble a cross-functional team, analyze an existing market, and break down the plan’s components into focused sections, covering strategy and tactical implementation. Instructor Drew Boyd also offers advice on how best to present and leverage the plan throughout an organization.

Instructor

Drew Boyd

Author, keynote speaker (live and virtual), educator, inventor, podcast, and luthier | LinkedIn Learning Instructor
Drew Boyd is a global leader in creativity and innovation.

Drew is the coauthor of Inside the Box. He also serves as the executive director of the Master of Science in Marketing program and associate professor of marketing and innovation at the University of Cincinnati.

Drew entered the world of academia after a highly successful business career. He spent 17 years with Johnson & Johnson in marketing, mergers and acquisitions, and international development. Before Johnson & Johnson, Drew worked with United Airlines, in sales, marketing, and strategic planning. He was one of the early pioneers of strategic partnerships between airline carriers that led to the creation of the Star Alliance.

In his courses, Drew merges the theory taught in a traditional classroom setting with more than three decades of experience, providing a real-world marketing and innovation experience. Drew’s earned three prestigious teaching awards and is honored to have been a guest lecturer at Columbia University, Yale University, the Wharton School of the University of Pennsylvania, the University of Michigan, the University of Chicago, the Kellogg School of Management at Northwestern University, and Duke University.

Drew graduated from the United States Air Force Academy in 1976 with a bachelors of science in management science and operations research. He earned an MBA from the University of Chicago.

He resides in Cincinnati, Ohio, with his wife, Wendy, and son, Ryan.

Product Details

• Full Video Tutorials
• Video File Format: MP4
• Skill Level: Beginner
• Instructor: Drew Boyd

The post Writing a Marketing Plan appeared first on EASY Digital Pro.

Marketing is a high-stakes game. Whether you’re starting your career or trying to sharpen your skills for the next campaign, you need a strong foundation to move forward. This course teaches the fundamentals elements of any successful marketing endeavor. Instructor Drew Boyd is a professor and consultant with 30+ years of marketing experience for major brands. In this course, he explains marketing’s role in the organization and provides frameworks for analyzing a business and its competitors; developing a strategy for everything from pricing to promotion; and creating tactical programs that link your strategy to real-world campaigns. Plus, get tips for organizing an effective cross-functional team, getting buy-in throughout an organization, and measuring your results.

Topics include:

• Assembling your team
• Creating the marketing plan
• Analyzing your business
• Researching the competition
• Segmenting and targeting customers
• Creating products and services
• Setting prices
• Sending your promotional message
• Measuring results

About the Author

Drew Boyd is a global leader in creativity and innovation.

Drew is the coauthor of Inside the Box. He also serves as the executive director of the Master of Science in Marketing program and associate professor of marketing and innovation at the University of Cincinnati.

Drew entered the world of academia after a highly successful business career. He spent 17 years with Johnson & Johnson in marketing, mergers and acquisitions, and international development. Before Johnson & Johnson, Drew worked with United Airlines, in sales, marketing, and strategic planning. He was one of the early pioneers of strategic partnerships between airline carriers that led to the creation of the Star Alliance.

In his courses, Drew merges the theory taught in a traditional classroom setting with more than three decades of experience, providing a real-world marketing and innovation experience. Drew’s earned three prestigious teaching awards and is honored to have been a guest lecturer at Columbia University, Yale University, the Wharton School of the University of Pennsylvania, the University of Michigan, the University of Chicago, the Kellogg School of Management at Northwestern University, and Duke University.

Drew graduated from the United States Air Force Academy in 1976 with a bachelors of science in management science and operations research. He earned an MBA from the University of Chicago.

He resides in Cincinnati, Ohio, with his wife, Wendy, and son, Ryan.

Product Details

• Full Video Tutorials
• Video File Format: MP4
• Skill Level: Beginner
• Video Duration: 49m
• Instructor: Drew Boyd

The post Marketing Foundations appeared first on EASY Digital Pro.

Great marketers know how their customers think and act. They pay extra attention to consumer behavior: the way people buy and use products and services. Understanding consumer behavior can help you crawl inside the mind of a customer and be more effective at marketing, design, packaging, product development, and every other initiative that impacts your buyer. Join marketing professor Drew Boyd for a look at how psychological factors such as motivation, appetite for risk, self-perception, and social status impact buying decisions. Drew also discusses how individual consumers buy products and services as compared to organizations, and explains how to apply your findings to your next marketing campaign.

About the Author

Drew Boyd is a global leader in creativity and innovation.

Drew is the coauthor of Inside the Box. He also serves as the executive director of the Master of Science in Marketing program and associate professor of marketing and innovation at the University of Cincinnati.

Drew entered the world of academia after a highly successful business career. He spent 17 years with Johnson & Johnson in marketing, mergers and acquisitions, and international development. Before Johnson & Johnson, Drew worked with United Airlines, in sales, marketing, and strategic planning. He was one of the early pioneers of strategic partnerships between airline carriers that led to the creation of the Star Alliance.

In his courses, Drew merges the theory taught in a traditional classroom setting with more than three decades of experience, providing a real-world marketing and innovation experience. Drew’s earned three prestigious teaching awards and is honored to have been a guest lecturer at Columbia University, Yale University, the Wharton School of the University of Pennsylvania, the University of Michigan, the University of Chicago, the Kellogg School of Management at Northwestern University, and Duke University.

Drew graduated from the United States Air Force Academy in 1976 with a bachelors of science in management science and operations research. He earned an MBA from the University of Chicago.

Product Details

• Full Video Tutorials
• Video File Format: MP4
• Skill Level: Beginner
• Video Duration: 41m 56s
• Instructor: Drew Boyd

The post Marketing Foundations: Consumer Behavior appeared first on EASY Digital Pro.

“The ‘inside-the-box approach’ can reveal key opportunities for innovation that are hiding in plain sight” (Daniel H. Pink, author of Drive).

The traditional attitude toward creativity in the American business world is to “think outside the box”—to brainstorm without restraint in hopes of coming up with a breakthrough idea, often in moments of crisis. Sometimes it works, but it’s a problem-specific solution that does nothing to engender creative thinking more generally. Inside the Box demonstrates Systematic Inventive Thinking (SIT), which systemizes creativity as part of the corporate culture. This counterintuitive and powerfully effective approach to creativity requires thinking inside the box, working in one’s familiar world to create new ideas independent of specific problems. SIT’s techniques and principles have instilled creative thinking into such companies as Procter & Gamble, Johnson & Johnson, and other industry leaders. Inside the Box shows how corporations have successfully used SIT in business settings as diverse as medicine, technology, new product development, and food packaging.

Dozens of books discuss how to make creative thinking part of a corporate culture, but none takes the innovative and unconventional approach of Inside the Box. With “inside the box” thinking, companies of any size can become sufficiently creative to solve problems even before they develop and to innovate on an ongoing basis. It’s a system that works!

“Boyd and Goldenberg explain the basic building blocks for creativity and by doing so help all of us better express our potential” (Dan Ariely, author of Predictably Irrational).

Review

About the Author

The post Inside the Box: A Proven System of Creativity for Breakthrough Results appeared first on EASY Digital Pro.