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Marketing in the 21st Century

The Open University via OpenLearn

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This free course, Marketing in the 21st century, offers a managerial perspective on how to deliver more effective marketing in an organisation, regardless of whether it is based in the private, public or non-profit sector. This is achieved through a variety of learning techniques, including case studies, videos, activities and group discussions. Supporting this learning, students are encouraged to become critical thinkers about both how they undertake their own decisions, as well as how marketing influences our society.

Syllabus

Introduction
Learning outcomes
1 What is marketing?
1 What is marketing?
1.1 Added value
1.2 The marketing concept
1.3 Process and philosophy
1.4 Exchange
1.5 Marketing orientation: trains, cars and bankruptcy
1.6 Internal marketing
1.7 The Austin Seven
2 Marketing and ethics
2 Marketing and ethics
2.1 Ethics in practice
2.2 Ethical theories
3 Brand basics
3 Brand basics
3.1 The origin of brands
3.2 Defining what a brand is
3.3 The relevance of brands to organisations
3.4 Embracing brand benefits
3.5 The relevance of brands to consumers
3.6 Brand equity
4 International marketing in turbulent times
4 International marketing in turbulent times
Conclusion
Glossary
References
Acknowledgements

Reviews

5.0 rating, based on 1 Class Central review

4.4 rating at OpenLearn based on 34 ratings

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Enrique Enriquez @EEnriquez
22

This marketing course provided a comprehensive and well-structured overview of key concepts relevant to modern business practice. Delivered entirely free of charge, it met all expectations outlined in its course description, including coverage of br…

This marketing course provided a comprehensive and well-structured overview of key concepts relevant to modern business practice. Delivered entirely free of charge, it met all expectations outlined in its course description, including coverage of branding, ethics, marketing orientation, and international strategy. The duration was accurate and manageable, allowing for focused engagement without unnecessary extension. A notable benefit was the availability of the certificate of completion on demand, which was issued promptly upon finishing the course. The content was clear, relevant, and professionally presented, offering valuable insights into both theoretical frameworks and practical applications. Overall, the course offered a positive learning experience and would be highly suitable for professionals seeking to enhance their understanding of marketing fundamentals without incurring cost. I would recommend it to anyone pursuing credential stacking or looking to reinforce their strategic marketing knowledge in a flexible, accessible format

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