- Self-paced
- Free Access
- Fee-based Certificate
Introduction to Marketing: Tools to Set Enterprises Apart
You can't access an archived course
- 6 Sequences
- Introductive Level
Course details
Syllabus
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.
Prerequisite
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
Editor
The University of Edinburgh is a British university, founded in 1583 during a period of rapid development for the city of Edinburgh. It is considered to be one of the most prestigious universities in the world.
Having counted among its students inventors of the Industrial Revolution, it has more students than any other Scottish university and is one of the largest universities in the United Kingdom.
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