Marketing Fundamentals: Your Getting Started Guide

Course Overview

What springs to mind when you think of “marketing”? It’s a big concept, and several images might surface. Maybe you imagine a company billboard or promotional sign. Perhaps you picture social media ads, blog posts, and email campaigns. Or you might envision what happens behind the scenes around the brainstorming table.

Marketing is a massive, complicated, multi-part process. Many of us have a general idea of what fits under the marketing umbrella, but forming a clear understanding of the fundamentals is not easy.

In this course, we’ll solve that dilemma – beginning with defining what marketing is and what makes something marketable. We’ll then cover four key marketing elements and how to create a marketing plan. You’ll learn to assess where you are and where you want to go, and to identify your marketing audience. Finally, actionable takeaways will help you select marketing tactics and choose analytics to track your results.

Unique Features of the Course

• Interactive Course
• Scenario(s)
• Video(s)
• Knowledge Check(s)
• Quiz

Table to Content

MARKETING FOUNDATIONS

• What Is Marketing?
• What Makes Something Marketable?
• The 4 Key Elements of Marketing
• What Is a Marketing Plan?

UNDERSTAND YOUR GOALS, AUDIENCE, AND POSITION

• Setting Your Marketing Goals
• Identifying Your Target Audience
• Determining Your Unique Selling Proposition (USP)

DETERMINE A COURSE OF ACTION

• What Are Marketing Tactics?
• Understanding the Marketing Funnel
• Traditional vs. Digital Marketing
• Persuasion vs. Manipulation in Marketing

IMPLEMENT AND TRACK

• Introduction to Marketing Analytics

SUMMARY

• Final Quiz
• Key Takeaways

Intended audience

This course is intended for undergraduate and postgraduate students as well as working professionals from all streams/departments/functions.