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Marketing lessons built for the classroom — and the real world

431 free lessons, exercises and worked answers, used by marketing students, teachers and professionals for over two decades.

431 lessons and exercises · 5 subject areas · Free to read

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Free lessons, and courses that go further

Two things sit side by side on this site, and it is worth being clear about which is which.

The lesson library, free

431 marketing lessons, exercises, worked answers and case studies. Free to read, no account needed, and staying that way, as it has since 2000.

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The online courses, paid

The same subject matter, given a shape: ordered modules, a quiz after each one with every answer explained, progress saved as you go, and a certificate of completion. Three courses, or all three as a bundle for less. Twelve months of access.

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Five free mini courses, each an ordered route through a subject from the beginning. No sign-up, nothing to pay.

Traditional Marketing

The 4Ps, branding and the core theory every marketer starts with.

Digital and Social Media

SEO, social media, email and advertising in the digital era.

Customers

Consumer behaviour, segmentation and building loyalty.

Business and Organisations

Real company case studies, SWOT and marketing mix analysis.

Strategy and Analytics

Planning frameworks, market analysis and measuring results.

Latest marketing lessons

Browse the latest marketing lessons, ideas and tools. Each lesson is designed to support teaching, study and practical application.

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  • International Marketing Research: Sources and Challenges

    For teachers:Share to Google ClassroomShare to Microsoft TeamsCopy link Learning Outcome: By the end of this lesson, you will be… Read full lesson

  • The CAGE Distance Framework

    For teachers:Share to Google ClassroomShare to Microsoft TeamsCopy link Learning Outcome: By the end of this lesson, you will be… Read full lesson

  • Stages of Internationalisation: From Domestic to Transnational

    For teachers:Share to Google ClassroomShare to Microsoft TeamsCopy link Learning Outcome: By the end of this lesson, you will be… Read full lesson

  • The Business Buyer Decision Process

    For teachers:Share to Google ClassroomShare to Microsoft TeamsCopy link Learning outcome: By the end of this lesson, you will be… Read full lesson

  • The Three Major Types of Buying Situations

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  • The Whole-Channel View for International Distribution

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  • Why International Expansion Fails

    For teachers:Share to Google ClassroomShare to Microsoft TeamsCopy link Learning outcome: by the end of this lesson, you will be… Read full lesson

  • Cross-Border E-commerce: Marketplaces, Logistics and Payments

    For teachers:Share to Google ClassroomShare to Microsoft TeamsCopy link Learning outcome: by the end of this lesson, you will be… Read full lesson