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

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 Introduction to Marketing with these activities:

Review fundamentals of marketing communications

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Build a solid foundation by refreshing your knowledge of marketing communications.

Browse courses on Marketing Communications

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Go through your notes or textbooks to revisit key concepts
Participate in online discussions or forums to engage with other learners

Join a study group to discuss course concepts

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Collaborate with peers to deepen your understanding and gain diverse perspectives.

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Find or create a study group with other students taking the course
Meet regularly to discuss course materials, share insights, and work on assignments together

Explore advanced segmentation techniques using online resources

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Dive deeper into segmentation strategies to effectively reach your target audience.

Browse courses on Segmentation

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Identify reputable online resources that offer advanced segmentation techniques
Follow guided tutorials to understand different segmentation methods
Apply these techniques to real-world marketing scenarios

Five other activities

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Develop a marketing plan for a local business

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Fuel your marketing savvy by creating a blueprint for business success.

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Identify a local business that needs marketing support
Conduct a comprehensive market analysis
Develop a targeted marketing strategy
Create a detailed marketing plan outlining your strategies and tactics
Present your marketing plan to the business and seek feedback

Conduct SWOT analysis for different industries

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Sharpen your analytical skills by conducting SWOT analyses for various industries.

Browse courses on SWOT Analysis

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Choose different industries that interest you
Gather data on the industry, including market trends, competition, and customer needs
Perform SWOT analysis to identify the industry's strengths, weaknesses, opportunities, and threats

Design a social media campaign for a non-profit organization

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Make a meaningful impact by developing a compelling social media strategy for a worthy cause.

Browse courses on Social Media Marketing

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Research the non-profit organization and its mission
Develop a social media strategy that aligns with the organization's goals
Create engaging content that resonates with the target audience
Implement the social media campaign and track its performance

Assist with marketing projects at a local non-profit organization

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Combine your passion for marketing with community service by volunteering your skills.

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Identify local non-profit organizations that align with your interests
Reach out to the organizations and offer your marketing assistance
Work with the organization to identify marketing needs and develop strategies

Curate a collection of case studies on successful marketing campaigns

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Build a valuable resource by gathering real-world examples of effective marketing strategies.

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Identify different industries and marketing objectives
Research and gather case studies of successful marketing campaigns that meet these criteria
Organize and document the case studies, highlighting key insights and lessons learned

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.

See salaries and explore the career path for Marketing Manager

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.

See salaries and explore the career path for Brand Manager

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.

See salaries and explore the career path for Product Manager

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.

See salaries and explore the career path for Marketing Analyst

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.

See salaries and explore the career path for Marketing Consultant

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.

See salaries and explore the career path for Advertising Manager

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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