Marketing Fundamentals

Learn the core elements of marketing from a CEO / CMO perspective.
4.5 (504 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.
8,177 students enrolled
Start Learning Now
  • Lectures 11
  • Length 1 hour
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
Wishlisted Wishlist

How taking a course works


Find online courses made by experts from around the world.


Take your courses with you and learn anywhere, anytime.


Learn and practice real-world skills and achieve your goals.

About This Course

Published 12/2014 English

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

What are the requirements?

  • There are no requirements to take this course.

What am I going to get from this course?

  • 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.

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.

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Introduction - What you Will Learn

What you will learn in Marketing Fundamentals

Section 2: Knowledge Unit 1: Marketing Defined

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.

11 questions

Quiz on Marketing Defined Video Lecture.

Section 3: Knowledge Unit 2: Marketing's Role

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

10 questions

Quiz for Marketing's Role Video Lecture

Section 4: Knowledge Unit 3: Branding

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.

6 questions

Quiz on the Branding Video Lecture

Section 5: Knowledge Unit 4: Brand Architecture

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 Video Lecture Quiz
6 questions
Section 6: Knowledge Unit 5: Style Guides

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 Video Lecture Quiz
3 questions
Section 7: Knowledge Unit 6: Market Research

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

Market Research Video Lecture Quiz
8 questions
Section 8: Knowledge Unit 7: Buyer Personas

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

Buyer Personas Video Lecture Quiz
8 questions
Section 9: Knowledge Unit 8: Customer Journeys

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

Customer Journeys Video Lecture Quiz
5 questions


Students Who Viewed This Course Also Viewed

  • Loading
  • Loading
  • Loading

Instructor Biography

Jobs University LLC, Dedicated to teaching useful, practical online job skills.

Jobs University's mission is to teach knowledge and skills that lead to good jobs, or make people more valuable to existing employers in their current job.

The right knowledge and skills are critical to getting a good paying job. But traditional business education can be expensive, and not always effective.

Jobs University is an online school that teaches useful modern-day job skills. Our goal is to provide you with practical business knowledge and experience that makes you more valuable to employers. Our courses are designed by students and CEOs, focusing on what really matters in business. We'll show you how to stand out and be useful and successful, from the job application process to being the most valuable employee you can be.

Jobs University's online classes consist of engaging, fast-paced video lectures you can view on your computer, smartphone or tablet. You also get useful slides, templates and how-tos that give you the tools to approach real-world business problems.

Unlike expensive online schools, you won't have to take out a student loan to attend Jobs University. Classes are affordable, and can be completed usually in under a month. You can get an incredible CEO-level business education for just a few dollars a day.

Jumpstart your career with valuable, practical knowledge that will make you a more valuable employee. Try a Jobs University course risk-free today.

Ready to start learning?
Start Learning Now