Introduction to Marketing: Tools to Set Enterprises Apart

Обучение бесплатное
Сертификация платная
6 месяцев
О курсе

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.

Introduction to Marketing: Tools to Set Enterprises Apart
Learn practical marketing strategies and tools that enable enterprises to stand out in a competitive marketplace.
Что Вы изучите?
  • 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
Malcolm Kirkup
Malcolm Kirkup
Professorial Director of MBA Programmes and Educational Innovation University of Edinburgh Business ...
Malcolm Kirkup is Professorial Director of MBA Programmes and Educational Innovation at the University of Edinburgh Business School. He received his BA (Hons), MSc and PhD from Exeter, Cranfield and Lancaster Universities in the UK.
Asanka de Silva
Asanka de Silva
Business School Associate University of Edinburgh Business School
Business School alumnus and associate, Asanka is a marking practitioner with experience of leading change in global brands such as Coca-Cola, John West and the Famous Grouse.
Kristina Auxtova
Kristina Auxtova
Teaching Assistant University of Edinburgh Business School
Tutors an introduction to marketing course and business research methods course at the University of Edinburgh Business School. She is passionate about teaching and research that leads to social betterment, including stakeholder interpretation of shocking, offensive and controversial appeals in charity advertising.
Ewelina Lacka
Ewelina Lacka
Lecturer in Digital Marketing & Analytics The University of Edinburgh
Dr Ewelina Lacka is a Lecturer in Digital Marketing & Analytics at the University of Edinburgh Business School. Her research provides insights into major streams in digital marketing, in particular the adoption and use of digital technologies. She also investigates issues related to the use of user-generated content and Big Data. Over the past few years, Ewelina has gained significant teaching experience and effectively implemented and managed a range of digital technologies to enhance students learning experience. Currently, she is managing Introduction to Marketing (MKTG101x) MOOC.
Эта платформа предоставляет все курсы бесплатно. Авторами выступают топовые университеты и корпорации, которые стараются удерживать стандарты качества. За несоблюдение дедлайнов, невыполнение домашнего задания студенты теряют баллы. Как и в других платформах, лекционные видео чередуются с практическими заданиями. Обучение проводится на английском, китайском, испанском, французском и хинди.
Introduction to Marketing: Tools to Set Enterprises Apart