Marketing Fundamentals
4.4 (787 ratings)
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Marketing Fundamentals

Learn the core elements of marketing from a CEO / CMO perspective.
4.4 (787 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
11,474 students enrolled
Last updated 9/2015
English
Current price: $10 Original price: $20 Discount: 50% off
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30-Day Money-Back Guarantee
Includes:
  • 1 hour on-demand video
  • 2 Articles
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Understand what marketing is and how it is different from sales
  • Build your marketing vocabulary and conceptual framework for marketing
  • Define what marketing's role in the organization is and why it matters
  • Know the elements of branding, why it is important and what makes a great brand
  • Be able to speak authoritatively about the elements of marketing and branding
  • Know a clear technique to create a brand architecture
  • Create a style guide to keep branding consistent across the organization
  • Conduct market research and understand why it is important to effective marketing campaigns
  • Create buyer personas and use them to their advantage
  • Build a customer journey from discovery to purchase
  • Download course transcripts, slides, and exclusive branding tips and style guide templates.
View Curriculum
Requirements
  • There are no requirements to take this course.
Description

Marketing can be the spark of life for organizations. Many people however misunderstand the fundamentals of marketing.

"Business has only two functions – Marketing and Innovation.” ~ Milan Kundera

You don't need to be a marketer to benefit from this course. Being marketing-driven means looking at everything a company does from a customer point of view. Many believe that organizations should be marketing-centric - in other words, start with marketing before anything else to understand if there is an actual need for the product or service and if so how much.

“Marketing is no longer about the stuff that you make but about the stories you tell.” - Seth Godin

In this course, you will learn the core elements of marketing from a CEO / CMO perspective. You will learn:

  • What marketing is and what it means to be a marketer.
  • Branding and how to create a brand architecture
  • Brand promise, brand positioning and brand personality
  • Points of difference, points of parity and rational and emotional benefits
  • Example of great brands and branding
  • Style guides, why they matter, and how to create one
  • How do conduct market research
  • How to create a buyer persona
  • How to create campaigns towards your buying personas
  • Understanding the customer journey

“Marketing is too important to be left to the marketing department.” ~ David Packard

Once you complete this course, you should understand the basics of marketing, and how to think, sound and act like a marketer. If Marketing is your desired field, you should be more employable and valuable as a marketer. Additionally you will receive exclusive downloadable marketing templates, tips, guides and tips related to the course material that you can use throughout your career.

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” ~ Peter F. Drucker

Who is the target audience?
  • This course is for people who want to expand their knowledge and expertise in modern marketing. It does not require previous marketing experience. The goal of this course is to learn knowledge that will make you more valuable to your employer.
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Curriculum For This Course
11 Lectures
01:10:01
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Introduction - What you Will Learn
1 Lecture 01:08

What you will learn in Marketing Fundamentals

Preview 01:08
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Knowledge Unit 1: Marketing Defined
1 Lecture 08:18

At the end of this lecture you will understand what marketing is and what marketing does. You will also understand the foundations of marketing and how it applies to the modern day.

Preview 08:18

Quiz on Marketing Defined Video Lecture.

Marketing Defined Video Lecture Quiz
11 questions
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Knowledge Unit 2: Marketing's Role
1 Lecture 09:49

We discuss what the different roles within marketing are and their purpose to the organization as a whole.

Preview 09:49

Quiz for Marketing's Role Video Lecture

Marketing's Role Video Lecture Quiz
10 questions
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Knowledge Unit 3: Branding
1 Lecture 10:09

At the end of this lecture you will understand the foundations of branding through examples found in the real world. You will also understand what makes a brand effective and how you can use brand personalities to your advantage.

Branding
10:09

Quiz on the Branding Video Lecture

Branding Video Lecture Quiz
6 questions
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Knowledge Unit 4: Brand Architecture
1 Lecture 15:04

After viewing this lecture, you should understand the core elements of creating a brand, and a thorough process for creation of brand essence and identity. This lecture covers how to create brand promise, a brand positioning statement and brand personality as well as points of difference and points of parity. This lecture also covers how to brand both emotionally and logically, and use great branding examples to make brand architecture come to life.

Brand Architecture
15:04

Brand Architecture Video Lecture Quiz
6 questions
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Knowledge Unit 5: Style Guides
1 Lecture 07:22

In this lecture we talk about how to keep brand consistency through style guides and why this is important. You will also learn how to make your own style guide for your own business.

Style Guides
07:22

Style Guides Video Lecture Quiz
3 questions
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Knowledge Unit 6: Market Research
1 Lecture 06:24

Today we talk about what market research is, what its purpose is and how to go about it effectively.

Market Research
06:24

Market Research Video Lecture Quiz
8 questions
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Knowledge Unit 7: Buyer Personas
1 Lecture 07:20

You will learn how to make your own buyer persona and how to use it to better your marketing strategies.

Buyer Personas
07:20

Buyer Personas Video Lecture Quiz
8 questions
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Knowledge Unit 8: Customer Journeys
3 Lectures 04:24

You will learn what a customer journey is and how to construct a buyer experience from discovery to purchase.

Customer Journeys
04:23

Customer Journeys Video Lecture Quiz
5 questions

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About the Instructor
Jobs University LLC
4.3 Average rating
1,695 Reviews
21,200 Students
3 Courses
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