Marketing Fundamentals

Build the core marketing toolkit: how customers are identified, segmented and targeted, how products and brands are positioned, and how pricing, distribution and promotion decisions are actually made.

Year 1
Term 1

Course Overview

This course covers the foundations of marketing practice. You will study the definition and evolution of marketing through its seven eras, segmentation and targeting across geographic, demographic, psychographic and technographic bases, positioning and marketing strategy including the BCG matrix and the mission to objectives ladder, consumer behaviour and the five purchase roles, business buying behaviour and the buying centre, product and brand strategy including the product life cycle and brand equity, pricing and distribution channels, and the promotion mix with sales force management. Worked numericals run throughout, from market sizing and segment scoring to break-even and promotion budgeting.

What You'll Learn

  • Basics of Marketing
  • Identifying Customers: Segmentation and Targeting
  • Positioning and Marketing Strategy
  • Understanding Consumer Behaviour
  • Business Buying Behaviour and Strategy
  • Strategizing Products and Services
  • Strategizing Pricing and Distribution
  • Strategizing Promotions

Course Content

  • Module 01: Basics of Marketing

    Markets and market types, needs versus wants, Maslow, the value framework and the 5 Cs, the four company orientations and seven marketing eras, marketing myopia, the marketing mix and its attributions, marketing management, and Part I of the Coca-Cola case up to 1984.

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  • Module 01 Test: Basics of Marketing

    Ten exam-level questions on market classification, the value framework, selling versus marketing, marketing myopia, the marketing eras, mix attribution, marketing management and the Coca-Cola case, including a numerical on the 1972 to 1982 loyalty swing.

    10 Questions
    Take Test