Learning Outcomes

Introduction

Marketing Fundamentals

Market Research

Marketing Models

Marketing Gurus Today

Lesson Summary

In this module, you will be introduced to marketing and learn why it is different from sales. An analogy of a military campaign will be used to explain marketing strategy. You will also study marketing research and tools, marketing models, and some key modern-day marketing personalities who focus their marketing on branding.

Principles of Marketing Strategy - Course Assessment

Gain a comprehensive understanding of the principles and practices of marketing strategy in this free online course.

Principles of Marketing Strategy

Many general marketing practitioners today lack a fundamental understanding of marketing strategy and its importance. This free online course is designed to help you refine your knowledge of the core principles of marketing strategy, research, and models. You will study some modern-day marketing personalities to learn from, along with a strong focus on practicality, digital online application, theories, and real-life experiences.

This free online marketing certification is designed by Mark Meyerson and his time in the marketing industry has revealed that many seasoned marketing practitioners do not have a thorough understanding of marketing strategy and what it is. Even if you have been working for a long time in this industry, there is a lot to learn from this course. You will begin your journey to understanding marketing strategy with an explanation of the concept of first principles. This is a concept most deep thinkers and famous people have used and proposed. Elon Musk’s explanation of the first principle on YouTube will be highlighted. You will come to understand strategy, what it is, what it isn’t, and how to implement it to set you apart from 80% to 90% of marketers out there today. An analogy of planning a military campaign will be used to explain more concepts of marketing strategy. The differences between strategy and tactics will also be examined in this marketing strategy course. Thereafter you will learn about price, place, product, and promotions; the core principles of marketing which are also known as the 4P’s of marketing. The six powers of persuasion or techniques proposed by Robert Cialdini in his book "Influence" will be critically analyzed in this section as well.
The next part of the course content will introduce you to the factors and benefits of market research in the context of marketing. This section is divided into two subsections and in the first part, you will learn about customer profiles. These customer profiles will be examined from the point of view of customer demographics as well as psychographics. With a hypothetical example of a travel insurance company to help you understand the importance of defining customer profiles, you will be trained on how to create a customer profile using three distinct people. In the second section of the market research components, you will study all the best tools that you can use to conduct market research. This in itself is divided into three categories of marketing tools. The first is industry tools and these are all third-party tools that contain data that you can only get outside your own profile. Six types of these third-party tools will be discussed. The second involves competitor research tools. These are also third-party tools but related to competitor research and include sites like Facebook and LinkedIn page transparency, keyword data sites, and email marketing. The third category of the marketing research tool deals with owned profiles or properties. The process of leveraging an existing tool to find information or data around your existing customers and how you can use that data to get a better understanding of who your target audience should be will be the main focus for this section.
Technical marketing model frameworks and their importance form the next part of the course. You will learn about the AIDA, A.R.E, A.A.R.R.R models as well as their respective stages. Each of these marketing models will be compared with the 4 Ps of marketing. Then, you will study the experimentation model, also known as the test and learn strategy. The measurability of online campaigns and why testing is important in modern-day marketing strategy will be examined. As you work towards the end of this marketing training, you will be taught about testing and loops which covers very important marketing components such as building feedback loops, growth loops, testing the 4 Ps, and advertising platform testing. Lastly, you will see some key modern-day marketing personalities or gurus, how they interact and the relationship that their tools have with the marketing frameworks. This marketing course is designed for people beginning their careers in digital marketing and also seasoned practitioners who want to move from the execution part of marketing to marketing strategy.

9 Best Cinema 4D Courses for 2025: Navigating the 3D Universe

6 Best Cyber Threat Intelligence (CTI) Courses in 2025

The Day MOOCs Truly Died: Coursera’s Preview Mode Kills Free Learning

10 Best Assembly Language Courses for 2025: Bare-Metal Programming

OKR Certification Course: A Path to Renewed Enthusiasm and Productivity

The Business of Online Education: Khan Academy Tax Returns Analysis (2008–2021)

Coursera’s New Deal with Google Could Cost the Company Millions

Udemy is “Intentionally Reducing” the Business That Made It Famous. It’s Not Working.

10 Best Guitar Courses for Beginners in 2025

The Business of Online Education: A Deep Dive Into Udemy’s Financials

2U Lays Off Staff for the Sixth Time Since its $800M edX Acquisition

8 Best Ecology Courses for 2025: How Species and Systems Interact

7 Best Kubernetes Courses for 2025

6 Best Free OCaml Courses for 2025

Duolingo Q1 2026: Toward 100M DAUs with Record Engagement and Slower Paid Growth

Harvard Launches Two New Free Certificate Courses

Introduction to the GDPR

The Data Protection Officer (DPO) Role in the GDPR

Personal Data Security Guidance for Microenterprises in the GDPR

Five Steps to Secure Cloud-based Environments

Introduction to the GDPR for the Private Individual

What Can Organisations Do Now to Prepare for the GDPR?

The Key Steps You Need to Take to Ensure Compliance with the GDPR

Learn about the GDPR which comes into effect from 25th May 2018, which increases the obligations on organisations around data protection, and gives greater control to individuals over their personal data.

General Data Protection Regulation - Course Assessment

Do you understand GDPR? Or that a company that fails GDPR can get a €20million fine? Take this free online course.

General Data Protection Regulation (GDPR)

This free online General Data Protection Regulation (GDPR) course will teach you everything you need to know about European data protection regulations. Data protection regulations can be difficult to correctly understand and apply, however, any company that fails to meet GDPR compliance can be fined for up to €20 million. This free online course will teach you everything you need to know about GDPR to protect yourself from financial loss.

Topic A: Understanding Customer Service

Topic B: Identifying Customer Expectations

Topic C: Providing Excellent Customer Service

Review Quiz

In this module, Understanding Customer Service, students will learn the basics of customer service, identifying customer expectations, and providing excellent customer service.

Topic A: Focusing on the Customer

In this module, Focusing on the Customer, students will learn about putting the focus on the customer and their needs.

Topic A: Customer Service and the Telephone

In this module, Customer Service and the Telephone, students will learn about how the telephone relates to customer service and how to handle phone calls.

Topic A: Handling Complaints

In this module, Handling Complaints, students will learn how to handle customer complaints in a professional manner.

Topic A: Enduring Stress

In this module, Enduring Stress, students will learn about how to endure the stresses of working in customer service.

Customer Service Skills - Assessment

Become expert in customer service and polish your professional communication skills in this free online course.

Customer Service Skills

This training course teaches you the basics of customer service. We show you how to focus on the customer to understand their expectations to help you improve their experience of your business. We explain how to deal with stress and constructively interact with clients on the telephone to handle complaints. People’s perceptions of your company’s brand are defined by customer experience, so sign up to make sure they remember you fondly.

ISO 37301:2021 Introduction

Context of the Organization

Expectations from Leadership

Planning for Compliance Management

Providing Support

Operation of Compliance Management System

Evaluating Compliance Performance

Improving the Compliance Management System

This module will introduce you to ISO 37301:2021, the latest compliance management systems standard published by ISO. You will understand the structure and requirements for establishing, developing, implementing, evaluating, maintaining, and improving an effective compliance management system within an organization.

ISO 37301:2021 - Principles of Compliance Management Systems - Course Assessment

Learn the fundamentals of compliance management systems based on ISO 37301:2021 requirements in this free online course.

ISO 37301:2021 - Principles of Compliance Management Systems

This compliance management course will familiarize you with the latest compliance management systems standard published by the International Organization for Standardization (ISO). You will learn the basic elements of compliance management systems by understanding the requirements of ISO 37301:2021. In addition, this course will guide you through establishing, implementing, maintaining, and continually improving a compliance management system.

Business-to-Business (B2B) Markets

Types of B2B Buyers

Buying Centers

Stages in the B2B Buying Process

International B2B Markets and E-commerce

In this module, you will learn about the features of business-to-business markets. You will learn also about the types of buyers in B2B markets and the stages in the buying process.

Marketing Channels and Channel Partners

Typical Marketing Channels

Functions of Channel Partners

Marketing Channel Strategies

Channel Dynamics

In this module, you will learn a great deal about the importance and functions of marketing channels. You will learn about the different types and how they are exemplified in real-world businesses. Lastly, you will learn about channel partners.

Buying Behaviour: Situational Factors

Personal Factors and Buying Behavior

Psychological Factors and Buying Behavior

Societal Factors and Buying Behavior

Consumer's Decision-Making Process

Stages in the Buying Process

In this module, you will learn about the various factors that influence the buying behaviour of consumers. You will learn about the social, psychological, personal and situational factors affecting buying behaviours, as well as the consumer's decision-making process.

Components of Strategic Planning

Organizational Objectives and Strategies

Strategic Portfolio Planning Approaches

In this module, you will learn about the components of strategic planning, value proposition and how to develop organizational objectives. You will also learn about some specific portfolio planning methods like the BCG matrix and the General Electric approach.

Marketing Information Systems

Problem Definition and Research Design

Specifying Samples and Form Design

Data Collection and Analysis

In this module, you will learn about the Marketing Information System and its components. You will also learn in detail the steps in the marketing research process.

Customer Communities

Loyalty Management

Customer Satisfaction

Ethics, Laws, and Customer Empowerment

In this module, you will learn about the relevance of ensuring customer satisfaction, and strategies to employ. You will learn also about loyalty management and the ethics to observe.

Principles of Marketing - Course assessment

This free online diploma course explains how to conduct market research to sell yourself and build customer loyalty.

Principles of Marketing

This free online diploma takes you through common buying trends in business-to-business and business-to-customer markets. We show you how to gather market intelligence using market information systems so you can manage and leverage customer communities to build up customer satisfaction and hence loyalty. This comprehensive course teaches you how to get ahead by selling ideas, products or even yourself.

Introduction to B2B Customer Success Management

Customer Onboarding

Customer Support Strategies

Driving Long-Term Customer Success

This module serves as the foundation for understanding the critical role of customer success in the B2B landscape. You will explore the concept of customer success, learning how it differs from customer support and customer experience. Gain insights into the key metrics that define customer success and how to use them effectively.

B2B Customer Success Management - Course Assessment

Explore B2B Strategies to boost customer satisfaction, retention, and business growth in this free online course.

B2B Customer Success Management

Embark on a journey to become a top-tier Customer Success Manager with this expertly designed course, crafted to empower you with the skills and strategies needed to enhance customer satisfaction and ensure loyalty. You'll learn how to drive customer satisfaction, boost retention, and fuel business growth by mastering the strategies of B2B Customer Success Management. Build a high-performing Customer Success team for your customers. Enrol now!

Retail Management Industry, Progression and Skills

Merchandising

Pricing and Displays

In this module, you will learn the basic principles of retail management and how to advance your career in this field. You will learn what is involved in merchandising and pricing and get a thorough overview of the responsibilities of a retail manager.

Checkout, Sales Concept and Required Skills

Consumer Behaviour and Interpretation

Pre-empting and Solving Issues

In this module, you will learn the importance of using the checkout correctly, the factors involved in the sales process, and how to manage any problems that may occur. You will be introduced to the concept of consumer behaviour and its importance to the retail sector.

Trends and How to Use Them

Targeting Customers

Communicating with Customers

Dealing with Unhappy Customers

In this module, you will learn how to effectively target and communicate with consumers so as to maximise your sales. You will gain an awareness of different trends, and learn how best to communicate with the consumers who enter, how to pitch trends to them, and how to anticipate and deal with any problems which may arise.

Retail Environment and Key Concepts

Creating an Environment

Customer Relationships

Dealing with Relationship Issues

In this module, you will learn how to curate a positive and ideal environment within your store. You will learn how to create and maintain good, healthy customer relationships, and how to handle any issues that may arise with customers, so that your retail output will remain high.

Retail Management: Merchandising, Sales and Customer Communications - Assessment

Learn basic merchandising and communications skills involved in retail management with this free online training course.

Retail Management: Merchandising, Sales and Customer Communications

This free online retail management training course will provide a thorough introduction to the basics involved in managing a retail outlet. You will learn the principles behind sales techniques, how to effectively merchandise your products, and the most constructive ways to communicate with your customers. This course is all about how to sell your products and win over your customers, so if you are an aspiring retail manager, get started today.

Introduction to Rental Property Management

Financial Management, Property Maintenance and Relationships

Property Management Software and Sustainability

This module is an introduction to rental property management. You will learn about different types of rental properties and the roles and responsibilities of a property manager. Also, you will discover marketing strategies for attracting potential tenants, the tenant screening and selection process, and the factors affecting financial management.

Rental Property Management Fundamentals - Course Assessment

Learn how to be a successful landlord in this free online course that lays out the basics of rental property management.

Rental Property Management Fundamentals

Do you want to acquire the techniques and best practices used to rent out property? Would you like to know the risks associated with being a landlord and how to reduce them? This course explores the basics of rental property management and explains how property managers find suitable tenants and make sure that the property is properly maintained. We also break down the components of a lessee/lessor relationship to help you interact with tenants.