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This course introduces the fundamentals of modern marketing and product marketing. You will begin with a course overview, core marketing concepts, and the job of marketing, including entrepreneurial marketing and the hierarchy of effects. You will then focus on target markets and audiences, learning how to identify audience segments, describe customer profiles, and explore target audience discovery through exercises and practice. The course also covers demand objectives and strategy, including the funnel, the buyer’s journey, lead generation basics, and the creation of a demand creation system. Along the way, you will use exercises, practice activities, and knowledge checks to connect concepts to marketing decisions and to think through how sales and marketing can align around demand objectives.
