This course will help you increase your understanding of effective marketing strategy by adding core marketing concepts and techniques to your toolkit and help you integrate a marketing orientation into your thinking and responsibilities. You will emerge with proven tactical skills and a strategic framework that can immediately be used to differentiate your contribution to your organization’s goals.
Designed and led by UBC’s award-winning Marketing Faculty that include the 2015 American Marketing Association’s #1 ranked professor worldwide, a 2013 3M National Teaching Fellow, and the 2013 judge and online audience pick for the Economist magazine’s Business Professor of the Year Award, this course brings a marketing lens to complex business and organizational challenges to aid holistic decision-making that aligns customer and company goals.
You will earn a professional certificate from the University of British Columbia and edX upon successful completion of this course. Certificates can be uploaded directly to your LinkedIn profile or added to your resume.
Watch a preview
- Welcome to the Course
- The Changing Nature of the Market
- Understanding the Rules of the Game: A Story About Chocolate
Who should take this course?
This course is for professionals who interface with marketing, would like to better understand the role of marketing and marketing decisions, or would like to acquire fundamental marketing concepts and tools in order to join or transition to a marketing department. Students do not need any formal marketing experience or training. Whether you are in a small or large organization, a for-profit or non-profit organization, and regardless of the role you play in your work, if you have customers and competitors, you can learn something valuable from this course that will make you better at what you do.
How is this course taught?
The course is a well-designed mix of online video lectures, reading, case studies and discussions. The content is designed so that you can enroll up to June 29, 2015 and still be able to successfully complete the content.
To get a sense of the instructors personality, style, and dedication to their students, view the course video and Darren Dahl’s video for the Economist Intelligence Unit’s Business Professor of the Year Award.
What is Sauder Executive Education?
Since 1969, Sauder Executive Education at the University of British Columbia has delivered programs designed to make a real difference in the way you do business. Financial Times recently ranked Sauder Executive Education in the top 50 providers of executive education in the world. Our aim is to help individuals and organizations achieve hard-hitting business results through relevant, integrated and action-oriented learning. Our programs are developed and delivered by a formidable community of leading Sauder School of Business faculty and business practitioners.