• Length:
    6 Weeks
  • Effort:
    2–3 hours per week
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    Add a Verified Certificate for $49 USD

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About this course

Skip About this course

Want to learn how successful businesses use marketing to increase revenue, share and profitability?

In an increasingly competitive market, marketing skills are vital to help organizations stand out, win customers, build loyalty and sustain long term impact and returns.

This business and management course will help you understand the role of marketing and introduce you to the latest tools to help create value and competitive advantage for an enterprise. In an exciting age where innovation and new business models are required to stay ahead of competitors, we explore how new players in a market can achieve impact through marketing, providing you with unique insight to even apply within your own business venture.

Learn how to build a compelling value proposition, establish presence in a market, and compete effectively against rivals. Learn how marketers use segmentation, targeting, positioning, branding, design, pricing, channels and integrated marketing communications to win against competitors, attract customers and build brand loyalty.

No previous knowledge of marketing is needed. All you need is an open-mind and the ability to think creatively.

What you'll learn

Skip What you'll learn
  • How marketing creates value
  • How marketing can influence perceptions, purchasing and loyalty
  • How segmentation, targeting and positioning can lead to more effective and profitable marketing
  • How successful brands are developed and sustained
  • How design, pricing, distribution, communication, people, process and physical evidence can be used to build compelling and profitable marketing strategies
  • How to develop digital marketing strategies, particularly through gamification

Week 1 - Role of Marketing
Marketing and value; relationships and loyalty; marketing’s role in society.

Week 2 - Consumers and Consumption
How consumers buy; how marketers influence consumer perceptions and behavior; strategies for innovative products and services.

Week 3 – Segmentation, Targeting and Positioning
Criteria for segmentation; differentiation; building and co-creating successful brands.

Week 4 - Designing Products and Services
The role of design; product design and packaging; the nature of services; service design; delivering service quality.

Week 5 – Pricing and Channels
Price as revenue generator and value; pricing strategy and tactics; choosing the best routes to market.

Week 6 - Communicating and Engaging
The role of marketing communications; key tools and their influence; persuasive appeals; gamification in digital marketing.

Meet your instructors

Malcolm Kirkup
Professorial Director of MBA Programmes and Educational Innovation
University of Edinburgh Business School
Asanka de Silva
Business School Associate
University of Edinburgh Business School
Kristina Auxtova
Teaching Assistant
University of Edinburgh Business School
Ewelina Lacka
Lecturer in Digital Marketing & Analytics
The University of Edinburgh

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