Fundamentals of Marketing, Certificate

Fundamentals of Marketing, Certificate

  • Anytime
    Application Deadline
  • 10 days
One of the crucial components of success when running a business is effective marketing. Do you want to learn more about it? No problem! Join this course and learn how to research markets, gather information from customers and how to understand their behavior, and most importantly how to develop and execute viable marketing strategy. A substantial part of the course is focused on creating your own marketing plan for actual business use.



One of the crucial components of success when running a business is good marketing. Want to get it right? No problem. Join this course and you will learn how to research markets, gather information from customers and how to understand their behaviour. Later on you can try to develop a marketing strategy.Part of the course is focused on creating own marketing plan for actual business use.

Detailed Programme Facts

  • More details: Course takes place between 13th and 24th of August.
  • Programme intensity Full-time
    • Full-time duration 10 days
  • Credits
    5 ECTS

    You will receive an official Certificate of Attendance upon completion of your course which you may use to show evidence of the skills you have learnt during the course and have the credits accepted by your home university.

  • Languages
    • English
  • Delivery mode
    On Campus

Programme Structure


The course takes students through the key aspects of marketing in order to equip them to work successfully in a marketing department. By the end of the course students should be able to:

  • understand what marketing is and where it fits with business strategy
  • understand the importance of gathering, analysing and mining market intelligence
  • be able to gather primary information using questionnaires
  • appreciate the importance of understanding buyer behaviour
  • understand the uses, advantages and disadvantages of off-line and on-line promotional techniques
  • develop marketing strategies
  • produce an integrated off- and on-line promotional strategy
  • write a marketing plan
  • be aware of ethical and legal issues in marketing

DAY 1 
 Principles of Marketing
The marketing mix
The marketing mix in the services sector
Company strategy and marketing
Principles of communications
Types of markets
Market segmentation
The impact of the external and internal environment of the firm

DAY 2 
 Consumer behavior

DAY 3 
 Marketing research – Quantitative / qualitative, Primary / secondary, Questionnaires ,Focus groups
Information systems – MI, CRM
Workshop on questionnaires
Ethics in market research

DAY 4 
 Brand Management & Global Branding

DAY 5 
Ethics in pricing

DAYS 6 & 7 
 Promotional techniques – Advertising, Promo, PR, Packaging, POS, Sales & Personal selling
Online marketing – Websites & blogs, Social media, Content marketing, ‘viral’ marketing, Video marketing
Mobile marketing
Latest trends – Experiential marketing, Flashmobs

DAYS 8 & 9 
 Ethics in promotional activities
Developing a marketing strategy
Choosing marketing techniques

DAY 10 
 Preparing a marketing plan
Integrated Marketing Communications


  • Gillian Pritchett

English Language Requirements

This programme requires students to demonstrate proficiency in English.

Academic Requirements

  • Students must have very good written and spoken English (B1-B2)
  • For tasks to be performed in class a laptop is needed.

Tuition Fee

  • International Applies to you

    650 EUR/full
    Tuition Fee
    Based on the original amount of 650 EUR for the full programme and a duration of 10 days.
We've labeled the tuition fee that applies to you because we think you are from and prefer over other currencies.
  • Accommodation is provided at Student House Botic in nice, cozy double rooms. The price is 17 EUR per night and person (15 EUR for active university student).

Living costs for Prague

  • 15441 - 26250 CZK/month
    Living Costs

The living costs include the total expenses per month, covering accommodation, public transportation, utilities (electricity, internet), books and groceries.


StudyPortals Tip: Students can search online for independent or external scholarships that can help fund their studies. Check the scholarships to see whether you are eligible to apply. Many scholarships are either merit-based or needs-based.

The Global Study Awards: get funded with up to £10,000 to study abroad

Together with the ISIC Association and British Council IELTS, StudyPortals offers you the chance to receive up to £10000 to expand your horizon and study abroad. We want to ultimately encourage you to study abroad in order to experience and explore new countries, cultures and languages.