Marketing Basics
LevelAll levels
ContentText / video
Study time3-4 hours


Marketing is an essential element for every business. It can be that one missing piece of the puzzle, and when it fits the big picture is revealed. You will be given an introduction to marketing and its benefits. If you are not marketing your business you will not grow, and if you do not grow you will not succeed.

Marketing Basics will provide the basic knowledge and give you the ability to build and grow your business. Marketing has changed a lot recently and having a new perspective will give you the needed information to assist you in your marketing decisions. No matter what your product or service is, your business will benefit with a better understanding of marketing.

Course Objectives

  • Define your market.
  • Know the different types of marketing and ways to use them.
  • Learn effective ways of communicating with the customer.
  • Know how to set marketing goals and strategies.
  • Recognize common marketing mistakes and know how to avoid them.


Module One: Getting Started

Course Objectives

Module Two: What is Marketing?

What is a Market?
Marketing is Not Selling
Understanding Customer Needs
Defining Your Product or Service
Case Study
Module Two: Review Questions

Module Three: Common Marketing Types (I)

Direct Marketing
Active Marketing
Incoming Marketing
Outgoing Marketing
Case Study
Module Three: Review Questions

Module Four: Common Marketing Types (II)

Guerrilla Marketing
B2B Marketing
B2C Marketing
Promotional Marketing
Case Study
Module Four: Review Questions

Module Five: The Marketing Mix

Case Study
Module Five: Review Questions

Module Six: Communicating the Right Way

The Marketing Pitch
Sell Value, Not the Price
Fun and Entertaining is Powerful
Choosing the Right Media
Case Study
Module Six: Review Questions

Module Seven: Customer Communications

Give Your Customers a Voice
It’s Not About You, It’s About Them
Every Interaction Counts
Answer Questions Honestly
Case Study
Module Seven: Review Questions

Module Eight: Marketing Goals

Brand Switching
Repeat Purchases
Brand Loyalty
Inform and Educate
Case Study
Module Eight: Review Questions

Module Nine: The Marketing Funnel

Case Study
Module Nine: Review Questions

Module Ten: Marketing Mistakes (I)

Not Taking Social Media Seriously
Not Having a USP
Cross Cultural and International Translations
Not Building a Relationship
Case Study
Module Ten: Review Questions

Module Eleven: Marketing Mistakes (II)

Not Having a Plan
Aiming at Everyone
Not Tracking Metrics
Not Listening to Your Customers
Case Study
Module Eleven: Review Questions
Wrapping Up

Contact information

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