Marketing Essentials: Introduction to Marketing


Overview/Description
Target Audience
Expected Duration
Lesson Objectives
Course Number



Overview/Description
How do you know what consumers really want? How do you know which consumers to go after and how to get them interested in your products and services? You need to develop an effective marketing strategy. Marketing is a core business process that helps companies develop strong relationships with consumers – it is used to identify the right consumers, anticipate their wants and needs and ultimately create value for them and for your organization. Realizing the essential function that marketing plays in any company will help you better understand the relationship that companies need to build with their customers, how they do it, and the impact these activities can have on a company's bottom line. This course provides key insight on marketing as a key business process, its link to overall corporate strategy and how online and social media marketing is changing the face of marketing by bringing companies and customers closer together than ever before through new technologies. The importance of marketing planning is also discussed including careful consideration of key concepts such as segmentation, targeting and positioning. This course will also address the traditional Marketing Mix, its evolution and its critical role in marketing planning and execution.

Target Audience
Anyone who wants to develop or refine their marketing skills

Expected Duration (hours)
1.0

Lesson Objectives

Marketing Essentials: Introduction to Marketing

  • identify the key objectives of the marketing function in organizations
  • identify the key characteristics of the Internet as a marketplace
  • match each core market identification activity with its description
  • identify the elements of the marketing mix
  • identify elements of the modern marketing mix
  • Course Number:
    mkt_01_a01_bs_enus