Browse all lessons

Foundations of Marketing

Wishlist Share

About Course

A free, university-module-style introduction to marketing, structured around the core topics taught in UK “Principles of Marketing” degree and college modules. 11 modules and quizzes 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 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.

Course complete.
Well done you have completed our course. If you enjoyed it, please tell others. If not please contact us. Please close the course.