Update: Thank you for making us one of the most highly-rated Marketing courses on Udemy.
Marketing can be the spark of life for organizations. Many people however misunderstand the fundamentals of marketing. This course seeks to provide clarity about what Marketing is and how it works and how you can use it from a practical point of view.
“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.
What you’ll learn
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
From our reviews:
“I wish I had known this material 7 years ago”
“It’s amazing how much they pack in”
“Short punchy lectures and easy to follow format”
Introduction - What you Will Learn
What you will learn in Marketing Fundamentals and the topics covered.
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.
Quiz on Marketing Defined Video Lecture.
Knowledge Unit 2: Marketing's Role
We discuss what the different roles within marketing are and their purpose to the organization as a whole.
Quiz for Marketing's Role Video Lecture
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.
Quiz on the Branding Video Lecture
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.
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.
Knowledge Unit 6: Market Research
Today we talk about what market research is, what its purpose is and how to go about it effectively.
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.
Knowledge Unit 8: Customer Journeys
You will learn what a customer journey is and how to construct a buyer experience from discovery to purchase.