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Introduction to Marketing: Tools to Set Enterprises Apart

University of Edinburgh via edX

Found in Marketing

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Overview

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 business and management course will help you understand the role of marketing and introduce you to the latest tools to help create value and competitive advantage for an enterprise. In an exciting age where innovation and new business models are required to stay ahead of competitors, we explore how new players in a market can achieve impact through marketing, providing you with unique insight to even apply within your own business venture.

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, channels and integrated marketing communications to win against competitors, attract customers and build brand loyalty.

No previous knowledge of marketing is needed. All you need is an open-mind and the ability to think creatively.

Syllabus

Week 1 - Role of Marketing
Marketing and value; relationships and loyalty; marketing’s role in society.
 
Week 2 - Consumers and Consumption
How consumers buy; how marketers influence consumer perceptions and behavior; strategies for innovative products and services.
 
Week 3 – Segmentation, Targeting and Positioning
Criteria for segmentation; differentiation; building and co-creating successful brands.
 
Week 4 - Designing Products and Services
The role of design; product design and packaging; the nature of services; service design; delivering service quality.

Week 5 – Pricing and Channels
Price as revenue generator and value; pricing strategy and tactics; choosing the best routes to market.
 
Week 6 - Communicating and Engaging
The role of marketing communications; key tools and their influence; persuasive appeals; gamification in digital marketing.

Taught by

Malcolm Kirkup

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