Introduction to Marketing
Learn essential marketing skills to create value and competitive advantage, covering segmentation, branding, pricing, and digital strategies.
Learn essential marketing skills to create value and competitive advantage, covering segmentation, branding, pricing, and digital strategies.
This comprehensive marketing course equips you with practical skills to succeed in competitive markets. You'll learn how successful businesses use marketing strategies to increase revenue and profitability. The course covers building compelling value propositions, market positioning, competitive analysis, and brand development. Through real business case studies like Skyscanner and Vegware, you'll explore segmentation, targeting, positioning, pricing, and communication channels. Perfect for beginners, this course provides hands-on experience in creating effective marketing strategies.
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What you'll learn
Create effective marketing strategies to drive business growth and profitability
Develop compelling value propositions that resonate with target markets
Master segmentation, targeting, and positioning techniques for market success
Build and sustain successful brand strategies in competitive markets
Implement effective pricing and distribution strategies
Design comprehensive marketing communication plans
Skills you'll gain
This course includes:
PreRecorded video
Graded assignments, Exams
Access on Mobile, Tablet, Desktop
Limited Access access
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Top companies provide this course to enhance their employees' skills, ensuring they excel in handling complex projects and drive organizational success.
There are 2 modules in this course
The course provides a comprehensive introduction to marketing fundamentals, covering essential concepts and practical applications. Students learn how businesses create value through marketing strategies, understand consumer behavior, and develop effective marketing plans. The curriculum explores market analysis, brand development, pricing strategies, and digital marketing techniques. Through case studies of successful companies, participants gain practical insights into real-world marketing challenges and solutions.
Through my Eyes - Module 9: Innovation leadership for a changing world
Module 1
Improving Flow: Workplace Organisation and Visualization
Module 2
Fee Structure
Instructors
4 Courses
A Leading Expert in Digital Marketing and Technology Innovation
Ewelina Lacka serves as Reader in Digital Marketing & Analytics and Head of Marketing Group at the University of Edinburgh Business School, where she has established herself as a prominent researcher in digital technology adoption and implementation. After completing her PhD from the University of East Anglia exploring e-commerce and online shopping, she held positions at the Universities of Strathclyde and Glasgow before joining Edinburgh. Her research spans multiple areas including digital marketing, technology adoption, social media analytics, and big data, with over 2,200 citations to her work. She has published extensively in prestigious journals, including the Journal of Marketing, and has served as a Guest Editor for leading international journals such as Industrial Marketing Management. Beyond her academic contributions, she has developed the Professional Certificate in Digital Marketing Fundamentals on EdX and regularly engages with industry practitioners in collaborative research. Her expertise encompasses e-commerce, social media, self-service technologies, virtual and augmented reality, and the Internet of Things, while maintaining a strong focus on enhancing student learning through digital technologies. As Deputy Director of Research (Impact), she continues to bridge the gap between academic research and practical applications in digital marketing.
4 Courses
A Rising Expert in Digital Marketing and Education
Vrinda Narain serves as a Teaching Assistant at the University of Edinburgh Business School, where she specializes in digital marketing education. After graduating from the University of Edinburgh with a Marketing degree in 2021, she has established herself in both academic and practical digital marketing roles. Her experience includes working as a digital marketing intern with the university's online learning team and serving as a Business School student ambassador. She currently contributes to the Digital Marketing Fundamentals Professional Certificate program on edX alongside senior faculty members, helping to shape the next generation of digital marketers. Beyond academia, Narain has worked with small businesses in Scotland to enhance their digital marketing practices during the pandemic, covering both B2B and B2C marketing strategies, organizing digital marketing workshops, creating performance reports, and managing social media campaigns. Her expertise spans digital technology adoption, social media management, and performance analytics, making her a valuable bridge between academic theory and practical application in digital marketing.
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4.5 course rating
46 ratings
Frequently asked questions
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