A free mini course. Thirty-eight lessons, and the longest of the five: the strategy tools, the numbers behind them, and how marketing performance is actually measured. It is more than a beginner needs in one sitting — take the section you need, as every lesson stands on its own, and many have an exercise and a worked answer. There is nothing to enrol in, no sign-up and nothing to pay. This is a route through the archive rather than all of it, so each section links on to everything else we have on that subject.
Looking for a certificate? The paid courses are separate, and assessed.
1. Marketing Fundamentals Revisited
A deeper look at who does marketing, and how, before moving into strategy.
- Who Does Marketing?
- What Is the Marketing Process?
- Marketing Ethics: Doing the Right Thing for Customers
2. Customer Value and Equity
Putting a number on the value of a customer relationship.
3. Marketing and Finance
The financial literacy every marketer needs — reading accounts, budgeting and measuring contribution.
- Marketing and Finance
- Marketing Budget
- Profit and Loss Statement
- Cash Flow Statement
- Financial Ratios
- Contribution Analysis
- Annual Accounts
- Annual Reports for Marketers
- Standard Costing
4. Introduction to Marketing Analytics
Using data to understand customers and measure marketing’s impact.
- What Are Marketing Analytics?
- What Is Web Analytics?
- Marketing Geoanalytics
- Social Media Analytics for Marketing
- Mobile Marketing Analytics
- 5Vs of Big Data in Marketing
5. Marketing, Ethics and Inclusion
Marketing’s responsibilities beyond the sale.
6. Marketing Strategy: A Complete Course
A full ten-lesson course: analyse the market, choose and sharpen a strategy, then implement it as organisational change.
- What Is Marketing Strategy?
- Five Forces Analysis
- Generic Strategies
- Bowman’s Strategy Clock
- Boston Matrix
- Ansoff’s Matrix
- TOWS Analysis
- Long Tail Concept
- Segmentation
- Targeting
- Positioning
- Customer Journey Map
- Value Chain Analysis
- Value Curves
- Balanced Scorecard
- Ethics, Sustainability and Strategy
- Strategy Implementation and Market-Driven Change
Finished? Try the exercises. Most lessons above have a practice question and a worked answer, and the answers show the reasoning rather than just the conclusion.
The other free mini courses: Traditional Marketing · Digital and Social Media · Customers · Business and Organisations.
What’s next? Marketing Planning is live and certificated, taking these tools into a full planning process with modules, quizzes and a certificate. A dedicated Marketing Analytics course is still in development.