Introduction to Marketing

In an increasingly competitive market, marketing skills are vital to help organizations stand out, win customers, build loyalty and sustain long-term impact and returns.

This Introduction to Marketing course will help you understand the role of marketing and introduce you to the latest tools to help create value and competitive advantage. We explore how new businesses can achieve impact through marketing, providing you with unique insight to apply within your own business.

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.

In this course, you will 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 

This course is perfect for anyone who wants to learn the basic concepts of marketing to learn something new or get started on the path towards a career in marketing. 

Introductory: No previous knowledge required