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Fundamentals of Marketing
Lucas Lobo
Lucas Lobo
This introductory course, aimed at first-semester MBA students, allows learners to gain a comprehensive understanding of the fundamentals of marketing through the lens of the 4Ps.
Read more
This introductory course, aimed at first-semester MBA students, allows learners to gain a comprehensive understanding of the fundamentals of marketing through the lens of the 4Ps.
Read more
This introductory course, aimed at first-semester MBA students, allows learners to gain a comprehensive understanding of the fundamentals of marketing through the lens of the 4Ps.
We'll discuss what markets are, how to properly segment them, and how to create a value proposition and a positioning statement. We'll also go in-depth on the characteristics and items and revolve around each one of the 4Ps of marketing, as well as discuss some strategies and techniques to get the most out of them.
This course also enables students to have a good base for discussion in a later Deep Dive course in Marketing, offered later on in the MBA program. Regardless if you've never heard of marketing before or just need a refresher, this course will surely offer you a fresh perspective into the world of marketing.
Register for this course and see more details by visiting:
OpenCourser.com/course/barjdh/fundamentals
What's inside
Syllabus
Week 1 - Introduction to Marketing
Let's take a closer look at what marketing is, what activities it entails, and how to work with markets and STP (segmentation, targeting and positioning).
Read more
Syllabus
Week 1 - Introduction to Marketing
Let's take a closer look at what marketing is, what activities it entails, and how to work with markets and STP (segmentation, targeting and positioning).
Read more
Week 2 - Product
After taking a holistic approach to the marketing mix, we'll dive deeper into the product aspect of the mix as well as some of its most common tools.
Week 3 - Price
In this module, we'll take a closer look at the price aspect of the marketing mix, as well as some pricing tools and strategies.
Week 4 - Place
Between online and offline channels, in this module we'll deep-dive on the place aspect of the marketing mix, as well as the shopper trip and some channel strategies.
Week 5 - Promotion & Wrap-up
In this last module, we'll look into promotion, promotional strategies, and wrap-up the course with a final assignment!
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Explores the 4Ps of marketing, which is standard in marketing education
Develops foundational marketing knowledge, which is a core skill for MBA students
Taught by instructors with industry experience, who are recognized for their work in marketing
Provides a solid base for marketing discussions in later MBA courses
Covers key marketing concepts in depth, which is essential for understanding the field
Offers a fresh perspective on marketing, which may appeal to learners seeking a different viewpoint
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Activities
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Fundamentals of Marketing.
These are activities you can do either before, during, or after a course.
Career center
Learners who complete Fundamentals of Marketing will develop knowledge and skills
that may be useful to these careers:
Marketing Manager
Marketing Manager
The course, Fundamentals of Marketing, can be a great starting point for anyone who wants to pursue a career as a Marketing Manager. The course provides a comprehensive overview of the marketing mix, including the 4Ps of marketing: product, price, place, and promotion. This knowledge is essential for any Marketing Manager, as they are responsible for developing and executing marketing campaigns that will reach the target market and achieve the desired results.
Product Manager
Product Manager
The course, Fundamentals of Marketing, can provide a solid foundation for those interested in becoming a Product Manager. The course covers the product aspect of the marketing mix, including product development, branding, and packaging. This knowledge is essential for any Product Manager, as they are responsible for developing and managing products that meet the needs of the target market.
Brand Manager
Brand Manager
The course, Fundamentals of Marketing, can be a helpful resource for those who want to pursue a career as a Brand Manager. The course covers the branding aspect of the marketing mix, including brand development, brand management, and brand positioning. This knowledge is essential for any Brand Manager, as they are responsible for developing and managing brands that are recognizable and desirable to the target market.
Market Researcher
Market Researcher
The course, Fundamentals of Marketing, can be a valuable resource for those who want to pursue a career as a Market Researcher. The course covers market research methods, data analysis, and consumer behavior. This knowledge is essential for any Market Researcher, as they are responsible for conducting market research and providing insights that can be used to develop and implement marketing campaigns.
Sales Manager
Sales Manager
The course, Fundamentals of Marketing, can provide a good foundation for those who want to pursue a career as a Sales Manager. The course covers sales strategies, negotiation techniques, and customer relationship management. This knowledge is essential for any Sales Manager, as they are responsible for leading and motivating a sales team to achieve the desired sales goals.
Marketing Analyst
Marketing Analyst
The course, Fundamentals of Marketing, can be a great starting point for those who want to pursue a career as a Marketing Analyst. The course covers marketing analytics, data analysis, and consumer behavior. This knowledge is essential for any Marketing Analyst, as they are responsible for analyzing marketing data and providing insights that can be used to improve marketing campaigns.
Public relations manager
Public relations manager
The course, Fundamentals of Marketing, may be useful for those who want to pursue a career as a Public Relations Manager. The course covers public relations strategies, media relations, and crisis management. This knowledge can be helpful for any Public Relations Manager, as they are responsible for managing the public image of an organization.
Social Media Manager
Social Media Manager
The course, Fundamentals of Marketing, may be helpful for those who want to pursue a career as a Social Media Manager. The course covers social media marketing, content marketing, and influencer marketing. This knowledge can be helpful for any Social Media Manager, as they are responsible for developing and executing social media campaigns.
Digital Marketing Manager
Digital Marketing Manager
The course, Fundamentals of Marketing, may be helpful for those who want to pursue a career as a Digital Marketing Manager. The course covers digital marketing strategies, search engine optimization (SEO), and pay-per-click (PPC) advertising. This knowledge can be helpful for any Digital Marketing Manager, as they are responsible for developing and executing digital marketing campaigns.
Advertising Manager
Advertising Manager
The course, Fundamentals of Marketing, may be helpful for those who want to pursue a career as an Advertising Manager. The course covers advertising strategies, media planning, and creative development. This knowledge can be helpful for any Advertising Manager, as they are responsible for developing and executing advertising campaigns.
Event Manager
Event Manager
The course, Fundamentals of Marketing, may be helpful for those who want to pursue a career as an Event Manager. The course covers event planning, event marketing, and event management. This knowledge can be helpful for any Event Manager, as they are responsible for planning and executing events.
Customer Relationship Manager (CRM)
Customer Relationship Manager (CRM)
The course, Fundamentals of Marketing, may be helpful for those who want to pursue a career as a Customer Relationship Manager (CRM). The course covers customer relationship management strategies, customer service, and customer retention. This knowledge can be helpful for any CRM, as they are responsible for managing customer relationships and improving customer satisfaction.
Business Development Manager
Business Development Manager
The course, Fundamentals of Marketing, may be helpful for those who want to pursue a career as a Business Development Manager. The course covers business development strategies, lead generation, and sales forecasting. This knowledge can be helpful for any Business Development Manager, as they are responsible for generating leads and developing new business opportunities.
Operations Manager
Operations Manager
The course, Fundamentals of Marketing, may be helpful for those who want to pursue a career as an Operations Manager. The course covers operations management, supply chain management, and quality control. This knowledge can be helpful for any Operations Manager, as they are responsible for managing the day-to-day operations of a business.
Financial Analyst
Financial Analyst
The course, Fundamentals of Marketing, may be helpful for those who want to pursue a career as a Financial Analyst. The course covers financial analysis, financial modeling, and investment analysis. This knowledge can be helpful for any Financial Analyst, as they are responsible for analyzing financial data and providing insights to investors.
For more career information including salaries, visit:
OpenCourser.com/course/barjdh/fundamentals
Reading list
We've selected 11 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Fundamentals of Marketing.
Save
Classic in the field of marketing and provides a comprehensive overview of the fundamentals of marketing. It can serve as a foundational book for this course, laying the groundwork for the topics covered in the syllabus.
Another highly regarded textbook in the field, this book offers a thorough exploration of the principles of marketing, with a focus on practical applications. It can provide additional insights and examples to supplement the course material.
This textbook adopts a storytelling approach to engage students and illustrate the real-world applications of marketing concepts. It can provide a fresh perspective and make the learning experience more relatable.
For students interested in exploring the strategic aspects of marketing, this book provides a comprehensive framework for understanding and developing marketing strategies. It can serve as a valuable resource for deeper exploration.
As the course touches on promotional strategies, this book can provide a comprehensive understanding of digital marketing, covering various channels and strategies. It can complement the course's coverage of promotion and offer additional insights into the digital landscape.
Presents a set of principles that are essential for effective marketing. While it may not directly align with the syllabus, it can provide valuable insights and provoke critical thinking about marketing practices.
Delves into the concept of positioning, which key topic in the course's discussion of segmentation, targeting, and positioning. It can provide additional depth and strategic insights on this topic.
While not directly related to the course's core content, this book introduces the concept of lean methodology, which can be applied to marketing activities. It can offer a different perspective and encourage students to think innovatively.
Save
Inbound marketing powerful way to attract and engage customers. provides a step-by-step guide to implementing an inbound marketing strategy.
Save
Social media powerful tool for businesses. provides a comprehensive guide to using social media to grow your business.
Email marketing is still one of the most effective ways to reach customers. provides a comprehensive guide to creating and executing effective email marketing campaigns.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/barjdh/fundamentals
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Effort
5 weeks of study, 22 hours total
Level
Introductory
Via
Coursera
Institution
Fundação Instituto de Administração
Instructor
Lucas Lobo
Language
English
Good to know
Explores the 4Ps of marketing, which is standard in marketing education
Develops foundational marketing knowledge, which is a core skill for MBA students
Taught by instructors with industry experience, who are recognized for their work in marketing
Provides a solid base for marketing discussions in later MBA courses
Covers key marketing concepts in depth, which is essential for understanding the field
Offers a fresh perspective on marketing, which may appeal to learners seeking a different viewpoint
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