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Foundations of Marketing

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About Course

A free, university-module-style introduction to marketing, structured around the core topics taught in UK “Principles of Marketing” degree modules and the CIM Level 4 syllabus. 11 modules, one per week, from the marketing concept through to planning and strategy.

What Will You Learn?

  • Explain the marketing concept and how it differs from selling
  • Analyse a business's marketing environment using PESTEL and SWOT
  • Explain what drives consumer and B2B buyer behaviour, including the five-stage buyer decision process
  • Segment a market and choose a target and a position using segmentation, targeting and positioning (STP)
  • Apply the marketing mix — Product, Price, Place, Promotion — and the extended 7Ps for services
  • Build a brand and understand brand equity, brand extension and brand positioning
  • Plan an integrated marketing communications campaign and track customers up the loyalty ladder
  • Turn a SWOT analysis into strategic options using TOWS and Ansoff's Matrix
  • Consider ethics, sustainability and responsible marketing in real business decisions

Course Content

Module 1: What is Marketing?
The marketing concept, market orientation, and marketing vs selling.

  • What is Marketing? The Marketing Concept
  • Needs, Wants, Demands and the Exchange Process
  • From Production to Market Orientation: How Marketing Thinking Evolved
  • Module 1 Quiz: What is Marketing?

Module 2: The Marketing Environment
Internal, micro and macro environment, and the PESTEL framework.

Module 3: Marketing Research & the Marketing Audit
Primary and secondary research, and the SWOT framework.

Module 4: Consumer & Buyer Behaviour
What drives buyer behaviour, and the five-stage buyer decision process.

Module 5: Segmentation, Targeting & Positioning (STP)
Dividing markets into segments, choosing a target, and building a position.

Module 6: The Marketing Mix I — Product, Price
The marketing mix, the three levels of a product, and pricing strategies.

Module 7: The Marketing Mix II — Place, Promotion
Distribution channels, and the promotions mix.

Module 8: The Extended Mix (7Ps) — People, Process, Physical Evidence
Extending the marketing mix for services: People, Process and Physical Evidence.

Module 9: Branding & Positioning
What a brand is, brand equity, and brand extension strategy.

Module 10: Marketing Communications & Integrated Campaigns
Integrated marketing communications, and the loyalty ladder.

Module 11: Marketing Planning & Strategy
From SWOT to strategy with TOWS and Ansoff's Matrix, and responsible marketing.