Learn how to effectively apply marketing management theories and practices, including the marketing mix, through real-world business scenarios. According to world-renowned management consultant, Peter Drucker, "Marketing is the only distinguishing and unique function of business…There is only one valid definition of business purpose and that is to create a customer.”

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While the significance of marketing in today’s business world can never be overstated, it is the precise understanding and appreciation of marketing management that needs to be accentuated. Marketing management allows an organization to track, review and analyze their marketing resources and activities.

In this marketing course, you will learn the fundamentals of marketing management, as you gradually learn advanced theories and applications through real world business examples, illustrations, cases and exercises. You will learn how marketing management tools can be used to increase your customer base, improve customer satisfaction and increase your company’s overall perceived value.

You will learn how marketing serves as a key element within an organization’s strategy.

What you'll learn

- Basic concepts of marketing

- Segmentation, targeting, differentiation and positioning

- Marketing strategy

- 4Ps of marketing: product, price, place and promotion

This course is part of the Business Management MicroMasters program.

This course is also part of the Entrepreneurship MicroMasters program.