Introduction to Marketing The University of Edinburgh

Overview

In an increasingly competitive market, marketing skills are vital to help organizations stand out, win customers, build loyalty and sustain long-term impact and returns.

Learn how to build a compelling value proposition, establish presence in a market, and compete effectively against rivals. Learn how marketers use segmentation, targeting, positioning, branding, design, pricing, communication channels to win against competitors, attract customers and build brand loyalty.

Using real businesses as case studies, you will learn how companies such as Skyscanner, Vegware and Social Bite utilise marketing to build their brand, reach new customers and futureproof their businesses.

What you'll learn

In this Introduction to Marketing course from The University of Edinburgh, you will learn:

• How marketing creates value

• How marketing can influence perceptions, purchasing and loyalty

• How segmentation, targeting and positioning can lead to more effective and profitable marketing

• How successful brands are developed and sustained

• How design, pricing, distribution, communication, people, process and physical evidence can be used to build compelling and profitable marketing strategies

• How to develop digital marketing strategies, particularly through gamification