The program delivers a basic level of knowledge required to function in a junior role within the marketing organization or to be an inquisitive and sophisticated consumer of the Marketing team’s work. Junior marketers will likely progress through the Basics online course and will then proceed to the Fundamentals course and then onto the Core Workshop. Conversely, non-marketers might take the Basics course as a terminal program.
Program Outcomes
- Explain what marketing is
- Describe the marketing process and language
- Define key marketing concepts including brand, core competence, customer, business category, segmentation (including types) and executional elements
- Enumerate the main outputs generated by the marketing function and the primary inputs required for marketing’s role to bring value to the rest of the organization
- Understand how the marketing function interacts with the other functions in the firm: Sales, Finance, HR, Operations, and R&D
Course Modules*
- Module 1: Introduction (10 minutes)
- Module 2: Brand Objective (15 minutes)
- Module 3: Customer Focus (15 minutes)
- Module 4: Strategy: The Category Focus (30 minutes)
- Module 5: Value Proposition: STP (25 minutes)
- Module 6: Execution (15 minutes)
* Total Recorded Time: 2 hours
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