Class Central is learner-supported. When you buy through links on our site, we may earn an affiliate commission.


Introduction to Marketing: Fundamentals of Marketing

Institute of Data & Marketing via FutureLearn


Kick start your career in marketing

In today’s digital age of social media and online advertising, marketing skills are essential for businesses to grow successfully.

On this two-week course, you’ll learn the core marketing fundamentals, the marketing mix, and how to put them into practice within a junior marketing role.

Explore the importance of communication plans and how to build them

Once you have the core principles of marketing, you’ll look at communications planning; a key part of marketing strategy.

Using practical examples of communication plans, you’ll develop the foundations for comms planning and how to write marketing briefs that tie into your plans.

Brand Identity: what is it and why do companies need one?

Many companies now have entire Brand teams within their Marketing departments. Brand identity is becoming increasingly important, and having the right guidelines and creative assets is key.

You’ll cover what brand identity is, as well as the basics on visual and linguistic creative assets and how to manage them.

Discover how to optimise marketing campaigns with the right marketing metrics

Campaigns make up the core of a lot of marketing activities, so to get the most out of your time and budget, campaigns should be optimised.

As part of this course, you’ll learn how to calculate a range of metrics that you can use to optimise your marketing campaigns.

This marketing course is designed for anyone looking to enter a career in marketing and covers the fundamentals to get started in the industry.

It’s also suitable for existing marketers wanting to refresh and improve their skills and knowledge.


  • Marketing fundamentals
    • Welcome to the course
    • The core principles of marketing
    • The fundamentals of communications planning
    • How to write a brief and what to include
    • Peer graded assignment: write a marketing brief
    • Congratulations
  • Managing your creative assets and basic marketing math
    • Week outcomes
    • Managing your creative assets
    • Brand identity
    • Visual and linguistic creative assets
    • Basic marketing maths part 1
    • Basic marketing maths part 2
    • Additional resources
    • End of the course

Taught by

Rachel Whitter


4.2 rating at FutureLearn based on 5 ratings

Start your review of Introduction to Marketing: Fundamentals of Marketing

Never Stop Learning.

Get personalized course recommendations, track subjects and courses with reminders, and more.