Introduction to Marketing (edX)

Learn how to build a compelling value proposition, establish presence in a market, and compete effectively against rivals. Learn how marketers use segmentation, targeting, positioning, branding, design, pricing, communication channels to win against competitors, attract customers and build brand loyalty.

Using real businesses as case studies, you will learn how companies such as Skyscanner, Vegware and Social Bite utilise marketing to build their brand, reach new customers and futureproof their businesses.

Through this course, you will develop a set of practical skills to set an enterprise apart.

No previous knowledge of marketing is needed. All you need is an open-mind and the ability to think creatively. This is the first of two courses that form the Professional Certificate in Digital Marketing Fundamentals. Upon completion of this course, you will be well positioned to learn about digital marketing.

What you'll learn

- How marketing creates value

- How marketing can influence perceptions, purchasing and loyalty

- How segmentation, targeting and positioning can lead to more effective and profitable marketing

- How successful brands are developed and sustained

- How design, pricing, distribution, communication, people, process and physical evidence can be used to build compelling and profitable marketing strategies

- How to develop digital marketing strategies, particularly through gamification

Syllabus

Week 1: Role of Marketing

Week 2: Consumers and Consumption

Week 3: Segmentation, Targeting and Positioning

Week 4: Designing Products and Services

Week 5: Pricing and Channels

Week 6: Communicating and Engaging