Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

Build a strong foundation in marketing by learning how to define core marketing concepts, analyze the evolution of marketing thought, apply essential marketing frameworks, and evaluate marketing strategies for business success. Designed for beginners, this course takes you through the marketing universe, from its historical development and dominant schools of thought to modern approaches in strategic marketing, digital marketing, market segmentation, communication, and performance measurement. Throughout the course, you will explore the marketing mix, marketing environment, and research to support informed decision-making. You will learn how to segment markets, identify target audiences, and design communication strategies that align with business goals. As you progress, you will evaluate strategic marketing frameworks, construct comprehensive marketing plans, formulate product, pricing, promotion, and logistics strategies, and assess marketing effectiveness using implementation matrices, ROI, and performance metrics. This course stands out by connecting marketing theory with practical application through structured modules, engaging examples, and graded assessments. Whether you are beginning your marketing journey or looking to strengthen your understanding of marketing principles, this course equips you with the knowledge and analytical skills needed to apply marketing concepts confidently in real-world business contexts.

Syllabus

Foundations of Marketing

This module introduces learners to the fundamentals of marketing by defining core concepts, tracing its historical evolution, and exploring the dominant schools of thought that shaped modern marketing.

Core Marketing Principles

This module focuses on the fundamental frameworks of marketing, including the marketing mix, its modern adaptations, and the critical role of the marketing environment and research in guiding strategic decisions.

Market Segmentation and Communication

This module explores how markets are divided into distinct groups, how target markets are chosen, and how effective communication strategies connect businesses with their audiences.

Marketing Approaches and Strategies

This module introduces learners to different types of marketing approaches and provides an understanding of how strategic marketing frameworks guide long-term positioning and planning.

From Planning to Performance

This module covers the design and execution of marketing plans, the development of strategies for products, price, promotion, and logistics, and the measurement of marketing performance and effectiveness.