Introduction to Marketing from edX

Do you want to learn how successful businesses use marketing to increase revenue, share and profitability?

In an increasingly competitive market, marketing skills are vital to help organizations stand out, win customers, build loyalty and sustain long term impact and returns.

This Introduction to Marketing course will help you understand the role of marketing and introduce you to the latest tools to help create value and competitive advantage. We explore how new businesses can achieve impact through marketing, providing you with unique insight to apply within your own business.

Learn how to build a compelling value proposition, establish presence in a market, and compete effectively against rivals. Learn how marketers use segmentation, targeting, positioning, branding, design, pricing, communication channels to win against competitors, attract customers and build brand loyalty.

Using real businesses as case studies, you will learn how companies such as Skyscanner, Vegware and Social Bite utilise marketing to build their brand, reach new customers and futureproof their businesses.

Through this course, you will develop a set of practical skills to set an enterprise apart.

No previous knowledge of marketing is needed. All you need is an open-mind and the ability to think creatively. This is the first of two courses that form the Professional Certificate in Digital Marketing Fundamentals. Upon completion of this course, you will be well positioned to learn about digital marketing.

What's inside

Learning objectives

How marketing creates value
How marketing can influence perceptions, purchasing and loyalty
How segmentation, targeting and positioning can lead to more effective and profitable marketing

How successful brands are developed and sustained
How design, pricing, distribution, communication, people, process and physical evidence can be used to build compelling and profitable marketing strategies
How to develop digital marketing strategies, particularly through gamification

How marketing creates value
How marketing can influence perceptions, purchasing and loyalty
How segmentation, targeting and positioning can lead to more effective and profitable marketing
How successful brands are developed and sustained
How design, pricing, distribution, communication, people, process and physical evidence can be used to build compelling and profitable marketing strategies
How to develop digital marketing strategies, particularly through gamification

Syllabus

Week 1: Role of Marketing

Week 2: Consumers and Consumption

Week 3: Segmentation, Targeting and Positioning

Week 4: Designing Products and Services

Week 5: Pricing and Channels

Week 6: Communicating and Engaging

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores how marketing influences purchasing and loyalty

Introduces segmentation, targeting, positioning, and branding, which are core skills for marketers

Examines pricing, communication, distribution, physical evidence, process, and people, which are essential elements for building marketing strategies

Utilizes real business case studies, providing practical insights into how marketing is used in the industry

Develops skills in value proposition, market presence, and competitive advantage

Requires no prior knowledge in marketing, making it accessible to beginners

Career center

Learners who complete Introduction to Marketing will develop knowledge and skills that may be useful to these careers:

Marketing Manager

As a Marketing Manager, you will oversee marketing initiatives and strategies across a variety of channels. You will need to have a deep understanding of marketing principles and be able to develop and execute marketing campaigns that reach target audiences effectively. The Introduction to Marketing course from The University of Edinburgh can help you develop the skills you need to succeed in this role. The course covers a wide range of topics including market research, consumer behavior, and marketing strategy. You will also learn about the latest digital marketing trends and how to use social media and other online platforms to reach target audiences.

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Brand Manager

As a Brand Manager, you will be responsible for developing and executing marketing strategies that build and maintain brand awareness and loyalty. You will need to have a strong understanding of branding and be able to create marketing campaigns that resonate with target audiences. The Introduction to Marketing course from The University of Edinburgh can help you develop the skills you need to succeed in this role. The course covers a wide range of topics including brand strategy, market research, and consumer behavior. You will also learn about the latest digital marketing trends and how to use social media and other online platforms to build brand awareness.

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Product Manager

As a Product Manager, you will be responsible for developing and launching new products and services. You will need to have a deep understanding of market research and be able to identify and target customer needs. The Introduction to Marketing course from The University of Edinburgh can help you develop the skills you need to succeed in this role. The course covers a wide range of topics including market research, consumer behavior, and product development. You will also learn about the latest digital marketing trends and how to use social media and other online platforms to launch new products and services.

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Marketing Analyst

As a Marketing Analyst, you will be responsible for collecting and analyzing data to measure the effectiveness of marketing campaigns. You will need to have strong analytical skills and be able to use data to make informed decisions. The Introduction to Marketing course from The University of Edinburgh can help you develop the skills you need to succeed in this role. The course covers a wide range of topics including data analysis, market research, and consumer behavior. You will also learn about the latest digital marketing trends and how to use social media and other online platforms to collect and analyze data.

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Marketing Consultant

As a Marketing Consultant, you will provide marketing advice to businesses and organizations. You will need to have a deep understanding of marketing principles and be able to develop and execute marketing strategies that meet the specific needs of your clients. The Introduction to Marketing course from The University of Edinburgh can help you develop the skills you need to succeed in this role. The course covers a wide range of topics including market research, consumer behavior, and marketing strategy. You will also learn about the latest digital marketing trends and how to use social media and other online platforms to reach target audiences.

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Account Manager

As an Account Manager, you will be responsible for managing relationships with clients and ensuring that they are satisfied with your company's products and services. You will need to have strong communication and interpersonal skills. The Introduction to Marketing course from The University of Edinburgh may be helpful to you in this role. The course covers a wide range of topics including customer service, communication, and relationship management.

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Sales Manager

As a Sales Manager, you will be responsible for leading and motivating a sales team to achieve sales targets. You will need to have strong leadership and management skills. The Introduction to Marketing course from The University of Edinburgh may be helpful to you in this role. The course covers a wide range of topics including sales management, leadership, and motivation.

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Advertising Manager

As an Advertising Manager, you will be responsible for planning and executing advertising campaigns. You will need to have a deep understanding of advertising principles and be able to develop and execute campaigns that reach target audiences effectively. The Introduction to Marketing course from The University of Edinburgh may be helpful to you in this role. The course covers a wide range of topics including advertising, media planning, and campaign management.

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Public relations manager

As a Public Relations Manager, you will be responsible for managing the public image of a company or organization. You will need to have strong communication and media relations skills. The Introduction to Marketing course from The University of Edinburgh may be helpful to you in this role. The course covers a wide range of topics including public relations, media relations, and crisis management.

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Event Planner

As an Event Planner, you will be responsible for planning and executing events. You will need to have strong organizational and planning skills. The Introduction to Marketing course from The University of Edinburgh may be helpful to you in this role. The course covers a wide range of topics including event planning, budgeting, and logistics.

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Market Researcher

As a Market Researcher, you will be responsible for conducting market research and analyzing data to understand consumer behavior. You will need to have strong analytical skills and be able to use data to make informed decisions. The Introduction to Marketing course from The University of Edinburgh may be helpful to you in this role. The course covers a wide range of topics including market research, consumer behavior, and data analysis.

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Social Media Manager

As a Social Media Manager, you will be responsible for managing social media accounts and creating engaging content that reaches target audiences. You will need to have strong communication and social media skills. The Introduction to Marketing course from The University of Edinburgh may be helpful to you in this role. The course covers a wide range of topics including social media marketing, content creation, and community management.

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Digital Marketing Specialist

As a Digital Marketing Specialist, you will be responsible for planning and executing digital marketing campaigns. You will need to have strong digital marketing skills and be able to use a variety of online platforms to reach target audiences. The Introduction to Marketing course from The University of Edinburgh may be helpful to you in this role. The course covers a wide range of topics including digital marketing, search engine optimization, and social media marketing.

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Web Developer

As a Web Developer, you will be responsible for designing and developing websites. You will need to have strong technical skills and be able to work with a variety of programming languages. The Introduction to Marketing course from The University of Edinburgh may be helpful to you in this role. The course covers a wide range of topics including web design, web development, and user experience.

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Graphic designer

As a Graphic Designer, you will be responsible for creating visual content for a variety of purposes. You will need to have strong design skills and be able to use a variety of design software programs. The Introduction to Marketing course from The University of Edinburgh may be helpful to you in this role. The course covers a wide range of topics including graphic design, branding, and typography.

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