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Marketing Principles introduces marketing fundamentals that help learners understand how businesses create value through effective decisions. This course explores consumer behavior, target audience analysis, and brand positioning while building a strong foundation in marketing concepts. Students gain insights into customer value creation and the role of marketing in achieving business growth and competitive advantage.
The curriculum covers marketing strategy development through market research, situational marketing analysis, and understanding microenvironments across industries and markets. Learners explore product strategy, promotion planning, and the essential components of a successful marketing plan to identify opportunities, evaluate challenges, and connect offerings with customer needs effectively for long-term success in dynamic business environments.
Marketing Principles guides learners through executing the marketing plan with practical knowledge of sales management, strategic decision-making, and performance improvement. Covering Marketing and the Firm, marketing analysis, and plan execution, this course prepares students to apply modern marketing approaches, strengthen customer relationships, and develop strategies that deliver measurable results in competitive marketplaces.
Learners complete an assignment designed to evaluate their understanding of the course content. The assignment is reviewed by qualified tutors who provide personalised feedback, allowing learners to demonstrate their applied knowledge and skills.
After completing the Marketing Principles course assessment, you will be eligible to receive a CPD-accredited certificate worth £9 from One Education to demonstrate your achievement.
The certificate is also available as a printed hard copy delivered by post for £15.
Studying the Marketing Principles course helps learners understand the fundamental concepts and strategies that guide successful marketing activities. It covers market research, consumer behaviour, segmentation, targeting, positioning, branding, pricing, promotion, and the marketing mix.
This course strengthens strategic thinking, communication, and analytical skills, enabling learners to understand customer needs and develop effective marketing plans. It also supports career and business growth by providing a strong foundation for roles in marketing, sales, advertising, and business management.
The Marketing Principles course has a total study time of 1 hour, 1 minute. This concise programme is designed for flexible learning, allowing learners to progress at their own pace while building a foundation in core marketing concepts, customer understanding, market analysis, and essential strategies for effective business promotion.
The Marketing Principles course requirements are simple and suitable for beginners. Learners should have basic communication skills, an interest in business and customer behavior, and a willingness to understand fundamental marketing concepts. Access to an internet-enabled device and curiosity about branding, promotion, and market strategies are recommended for effective learning.
This course teaches the fundamental concepts of marketing, including customer needs, market research, branding, product strategy, pricing, promotion, and marketing planning.
No. It is suitable for beginners, students, entrepreneurs, and professionals who want to understand the basics of marketing.
The course is delivered online, allowing you to learn at your own pace.
Yes. Quizzes, practical marketing exercises, and case studies may be included to reinforce learning.
You will receive a certificate of completion after successfully finishing the course.
This course supports careers in marketing, sales, brand management, market research, digital marketing, business development, and entrepreneurship.
| Section 01: Marketing and the Firm | |||
| Marketing and the Firm | 00:01:00 | ||
| Marketing Orientation and Context | 00:01:00 | ||
| Creating Value and Competitive Advantage #1 | 00:01:00 | ||
| Creating Value and Competitive Advantage #2 | 00:01:00 | ||
| Marketing Definition | 00:01:00 | ||
| Marketing Exchange | 00:01:00 | ||
| Marketing Interactions #1 | 00:01:00 | ||
| Marketing Interactions #2 | 00:02:00 | ||
| BCG’s Advantage Matrix Model | 00:01:00 | ||
| Section 02: Situational Marketing Analysis | |||
| External Environment – Analysis #1 | 00:01:00 | ||
| External Environment – Analysis #2 | 00:01:00 | ||
| External Environment – Analysis #3 | 00:01:00 | ||
| External Forces Facing Marketing | 00:01:00 | ||
| Demographic Shift | 00:01:00 | ||
| Demographic Changes | 00:02:00 | ||
| Stakeholder Mapping #1 | 00:01:00 | ||
| Stakeholder Mapping #2 | 00:01:00 | ||
| Section 03: Microenvironments – Industry and Market | |||
| Microenvironments – Industry and Market | 00:01:00 | ||
| Difference between an Industry and a Sector | 00:02:00 | ||
| Common Mistakes #1 | 00:02:00 | ||
| Common Mistakes #2 | 00:01:00 | ||
| Market Analysis #1 | 00:01:00 | ||
| Market Analysis #2 | 00:01:00 | ||
| Internal Firm Analysis and Environment Analysis | 00:02:00 | ||
| Enterprise Value Chain Analysis #1 | 00:01:00 | ||
| Enterprise Value Chain Analysis #2 | 00:01:00 | ||
| Enterprise Value Chain Analysis #3 | 00:01:00 | ||
| Porter’s Value Chain | 00:01:00 | ||
| Elements in Porter’s Value Chain #1 | 00:01:00 | ||
| Elements in Porter’s Value Chain #2 | 00:01:00 | ||
| SWOT – Gap Analysis | 00:02:00 | ||
| TOWS and Building Conversion Strategies | 00:01:00 | ||
| Section 04: Formulating a Marketing Plan – Building Components | |||
| Formulating a Marketing Plan – Building Components #1 | 00:01:00 | ||
| Formulating a Marketing Plan – Building Components #2 | 00:02:00 | ||
| Formulating a Marketing Plan – Building Components #3 | 00:01:00 | ||
| Product Life Cycle and Building a Product Strategy | 00:01:00 | ||
| Segmentation and Targeting– Geography, Consumer Behaviour and Cultures | 00:01:00 | ||
| Positioning Your Market Offering | 00:01:00 | ||
| Pricing Your Product for the Market | 00:01:00 | ||
| Channels and Distribution | 00:01:00 | ||
| Promotion and Brand Advertising | 00:01:00 | ||
| Business Development and Customer Relationship Marketing (CRM) | 00:01:00 | ||
| Hard-selling | 00:01:00 | ||
| Sales Funnel | 00:01:00 | ||
| Stages in the Sales Funnel | 00:02:00 | ||
| Section 05: Executing the Marketing Plan | |||
| Action Planning, Roles and Responsibilities | 00:01:00 | ||
| Metrics and Measures | 00:02:00 | ||
| Marketing and Information Technology | 00:01:00 | ||
| Marketing Information (MIS) Systems: Sorting Data and Reporting | 00:02:00 | ||
| Marketing and Information Technology | 00:01:00 | ||
| The Marketing Profession and Building the Marketing Team | 00:01:00 | ||
| Assignment | |||
| Assignment -Marketing Principles | 00:00:00 | ||
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