Business Management - Marketing Principles and Practice Microcredential

Overview

From understanding customer behaviour to designing products and services that meet customer needs – marketing techniques and tools are used to solve management problems in a diverse range of professional contexts.

Whether you work in a commercial or non-commercial industry, as a management professional it’s crucial to understand the value of marketing and its impact on various business functions.

This Business Management - Marketing Principles and Practice Microcredential from The Open University by FutureLearn will introduce you to the core principles of marketing – covering offline and digital perspectives.

Through an exploration of best-practice marketing approaches, you’ll enhance your marketing knowledge, improve your professional decision-making, and adapt your approach to solving business challenges, whatever your role or sector.

What skills will you learn?

• Identifying customers’ motivations and responding to them

• Analysing the environment to identify marketing opportunities

• Establishing effective relationships with stakeholders

• Interpreting and using data to inform marketing decisions

• Managing customers’ willingness to pay

• Developing communication strategies appropriate for your product or service

• Positioning your offer to attract the right customers

• How to build compelling business and personal brands

• Identifying customers’ perceptions of risk & addressing them

• Leveraging relationships with distributors for marketing success

• Differentiating your offer from the competition