Marketing Fundamentals: Who Is Your Customer? from edX

In order to compete in an ever-changing market, business leaders must assess and respond to consumer needs and wants. Marketing is a means of creating value for consumers and engendering loyalty and enthusiasm for your product or service.

If you’re starting or running a business, identifying and targeting your consumers is the single most important decision you can make. Business leaders often wrongly believe that every customer is a good customer. This is not always the case; knowing which customers to let go of is just as important as finding customers. In this marketing course, you will learn how to assess the value you provide to the consumer as well as the value the customer offers your business.

The course will also provide you with a toolkit you can apply to real world situations. Topics include:

the marketing mix
segmentation
targeting and positioning
marketing strategy
consumer behavior

Marketing is often an afterthought for entrepreneurs as they focus on getting their venture off the ground. You will learn how marketing is a vital part of launching a successful business, and for keeping one running, and how marketing concepts can be applied to entrepreneurial situations. By the end of the course, you will be thinking about marketing strategically in order to grow your business, rather than as a tactical cost.

This course is part of the Business Principles and Entrepreneurial Thought XSeries.

What's inside

Learning objectives

How segmentation, targeting and positioning methods can be used to acquire customers
How to use the marketing mix; product, price, promotion and place

Consumer behavior and how you can leverage market data to grow your business
How to use marketing strategies to position your company for maximum value creation

How segmentation, targeting and positioning methods can be used to acquire customers
How to use the marketing mix; product, price, promotion and place
Consumer behavior and how you can leverage market data to grow your business
How to use marketing strategies to position your company for maximum value creation

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Provides an introduction to marketing, which can be useful for those starting or running a business

Helps learners identify and target their consumers, which is essential for business success

Teaches learners how to use the marketing mix, which is a key concept in marketing

Provides a toolkit that can be applied to real-world situations, which can be valuable for learners

Taught by instructors with experience in business and marketing, which can provide learners with valuable insights

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Marketing Fundamentals: Who Is Your Customer? with these activities:

Familiarize yourself with core marketing concepts

Show steps

Review foundational marketing concepts to build a strong basis.

Browse courses on Marketing Mix

Show steps

Review the 4 Ps of Marketing (Product, Price, Place, Promotion)
Understand the different types of market segmentation (e.g., demographic, psychographic)
Explore strategies for effective target market selection

Conduct market research and analysis

Show steps

Gain hands-on experience in conducting market research and analyzing data to understand customer needs and preferences.

Browse courses on Market Research

Show steps

Design and conduct a survey or interview to gather customer insights
Analyze data using statistical software or tools
Draw actionable conclusions and make data-driven marketing decisions

Present and discuss marketing case studies

Show steps

Engage in peer discussions and analyze real-world marketing case studies to gain insights and learn from industry examples.

Browse courses on Case study

Show steps

Research and select a marketing case study relevant to the course concepts
Prepare a presentation summarizing the case study, key lessons, and implications
Present the case study to peers and facilitate a class discussion

Four other activities

Expand to see all activities and additional details

Show all seven activities

Write marketing copy for different channels (e.g., website, social media, email)

Show steps

Develop proficiency in creating compelling marketing copy that resonates with target audiences.

Browse courses on Content Marketing

Show steps

Identify the target audience and their unique characteristics
Craft clear, concise, and persuasive messaging based on audience insights
Optimize copy for different marketing channels (e.g., headlines, social media posts, email subject lines)

Develop a marketing plan for a new product or service

Show steps

Apply course concepts to develop a comprehensive marketing plan to launch a unique product or service.

Browse courses on Marketing Plan

Show steps

Define target market and conduct market research
Establish marketing objectives and key performance indicators (KPIs)
Develop marketing strategies for each stage of the marketing funnel
Create a marketing budget and timeline

Explore advanced topics in marketing

Show steps

Expand your knowledge base in specialized areas of marketing to enhance your understanding of the industry.

Browse courses on Marketing Analytics

Show steps

Identify areas of interest or specific marketing skills you want to develop
Explore online tutorials, courses, or workshops offered by reputable sources
Apply newfound knowledge and techniques to your marketing projects or initiatives

Launch a digital marketing campaign for a local business

Show steps

Gain practical experience in launching and managing a comprehensive digital marketing campaign.

Browse courses on Digital Marketing

Show steps

Identify a local business and develop a marketing strategy
Create a website, social media profiles, and other digital marketing assets
Implement digital marketing tactics (e.g., content marketing, social media advertising, SEO)
Monitor campaign performance and make adjustments as needed

Career center

Learners who complete Marketing Fundamentals: Who Is Your Customer? will develop knowledge and skills that may be useful to these careers:

Marketing Manager

Marketing Managers oversee all marketing operations within a company. They develop and implement marketing strategies, conduct market research, and manage marketing budgets. This course can help prepare you for a career as a Marketing Manager by providing you with a strong foundation in marketing principles and practices. You will learn how to identify and target your target market, develop effective marketing campaigns, and measure the results of your marketing efforts.

See salaries and explore the career path for Marketing Manager

Product Manager

Product Managers are responsible for the development, marketing, and launch of new products. They work closely with engineers, designers, and marketers to ensure that products meet the needs of customers. This course can help you prepare for a career as a Product Manager by providing you with a strong understanding of marketing principles and consumer behavior. You will learn how to conduct market research, develop product concepts, and launch new products successfully.

See salaries and explore the career path for Product Manager

Brand Manager

Brand Managers are responsible for developing and managing a company's brand. They work to create a consistent brand identity across all marketing channels. This course can help you prepare for a career as a Brand Manager by providing you with a strong understanding of marketing principles and consumer behavior. You will learn how to develop brand positioning, create effective marketing campaigns, and measure the results of your marketing efforts.

See salaries and explore the career path for Brand Manager

Marketing Consultant

Marketing Consultants provide marketing advice to businesses. They help businesses develop and implement marketing strategies, conduct market research, and improve their marketing operations. This course can help you prepare for a career as a Marketing Consultant by providing you with a strong foundation in marketing principles and practices. You will learn how to identify and target your target market, develop effective marketing campaigns, and measure the results of your marketing efforts.

See salaries and explore the career path for Marketing Consultant

Sales Manager

Sales Managers oversee all sales operations within a company. They develop and implement sales strategies, manage sales teams, and track sales performance. This course can help prepare you for a career as a Sales Manager by providing you with a strong foundation in marketing principles and sales techniques. You will learn how to develop and implement sales strategies, manage sales teams, and motivate your team to achieve success.

See salaries and explore the career path for Sales Manager

Market Researcher

Market Researchers conduct research to understand the needs and wants of consumers. They use this information to develop new products and services, and to improve marketing campaigns. This course can help you prepare for a career as a Market Researcher by providing you with a strong foundation in marketing principles and research methods. You will learn how to design and conduct market research studies, analyze data, and make recommendations based on your findings.

See salaries and explore the career path for Market Researcher

Marketing Analyst

Marketing Analysts use data to measure the effectiveness of marketing campaigns. They analyze data to identify trends, make recommendations, and improve marketing efforts. This course can help you prepare for a career as a Marketing Analyst by providing you with a strong foundation in marketing principles and data analysis. You will learn how to collect and analyze marketing data, interpret results, and make recommendations based on your findings.

See salaries and explore the career path for Marketing Analyst

Social Media Manager

Social Media Managers are responsible for managing a company's social media presence. They create and publish content, engage with followers, and track the results of social media campaigns. This course can help you prepare for a career as a Social Media Manager by providing you with a strong foundation in marketing principles and social media marketing. You will learn how to develop social media strategies, create engaging content, and measure the results of your social media efforts.

See salaries and explore the career path for Social Media Manager

Account Manager

Account Managers are responsible for managing relationships with existing customers. They work to ensure that customers are satisfied with the company's products and services and that they continue to do business with the company. This course can help prepare you for a career as an Account Manager by providing you with a strong foundation in marketing principles and customer service. You will learn how to build strong relationships with customers, resolve customer issues, and grow your customer base.

See salaries and explore the career path for Account Manager

Business Analyst

Business Analysts work with businesses to improve their operations. They analyze data, identify problems, and make recommendations for improvement. This course can help you prepare for a career as a Business Analyst by providing you with a strong foundation in marketing principles and business analysis. You will learn how to analyze data, identify problems, and make recommendations for improvement.

See salaries and explore the career path for Business Analyst

Content Writer

Content Writers create and edit written content for websites, blogs, and other marketing materials. They work with marketers and SEO specialists to create content that is informative, engaging, and optimized for search engines. This course may be useful to you if you are interested in a career as a Content Writer, as it will provide you with a strong foundation in marketing principles and content writing. You will learn how to create and edit written content that is informative, engaging, and optimized for search engines.

See salaries and explore the career path for Content Writer

Project Manager

Project Managers oversee the planning, execution, and completion of projects. They work with stakeholders to define project goals, develop project plans, and manage project risks. This course may be useful to you if you are interested in a career as a Project Manager, as it will provide you with a strong foundation in marketing principles and project management. You will learn how to define project goals, develop project plans, and manage project risks.

See salaries and explore the career path for Project Manager

Data Analyst

Data Analysts collect, clean, and analyze data to identify trends and patterns. They use this information to make recommendations and improve business decisions. This course may be useful to you if you are interested in a career as a Data Analyst, as it will provide you with a strong foundation in marketing principles and data analysis. You will learn how to collect, clean, and analyze data, and make recommendations based on your findings.

See salaries and explore the career path for Data Analyst

Entrepreneur

Entrepreneurs start and run their own businesses. They identify business opportunities, develop business plans, and raise capital. This course may be useful to you if you are interested in a career as an Entrepreneur, as it will provide you with a strong foundation in marketing principles and entrepreneurship. You will learn how to identify business opportunities, develop business plans, and raise capital.

See salaries and explore the career path for Entrepreneur

UX Designer

UX Designers design the user experience for websites and apps. They work with engineers and product managers to create user-friendly and intuitive interfaces. This course may be useful to you if you are interested in a career as a UX Designer, as it will provide you with a strong foundation in marketing principles and user experience design. You will learn how to design user-friendly and intuitive interfaces.

See salaries and explore the career path for UX Designer