• adelaide
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Marketing Essentials

Make your marketing successful by learning how to work with your customers, your media channels, and the changing landscape.

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Marketing Essentials

  • 4 weeks

  • 1 hour per week

  • Digital certificate when eligible

  • Introductory level

Find out more about how to join this course

Overview
Syllabus
Start dates
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Master marketing basics with the University of Adelaide

There are many common mistakes businesses make in their marketing efforts, such as spending high amounts or starting campaigns without a clear reason why.

This four-week course from the University of Adelaide will help demystify marketing to ensure you master the basics and avoid marketing mistakes.

Whether you run your own business, you want to develop in your current role, or you simply want an introduction to marketing, this course will arm you with the marketing skills to grow your business.

Learn to identify customer needs

To successfully target your audience, you first need to understand who your customers are. On the course, you’ll learn how to identify your customers and their needs.

With this knowledge, you’ll learn how to create a marketing message and strategy that not only aligns with your customer needs, but also meets the needs of an ever-changing audience.

Delve into your marketing channels

Next, you’ll explore the marketing channels available to you and how your customers use these channels.

You’ll learn the best practices of each marketing channel to reach and connect with your audience with the right language and product features.

Understand the marketing landscape

On the final week of the course, you’ll discover how the market landscape continues to change and how the pandemic has impacted customers. Through this exploration, you’ll learn how you can effectively respond to these changes.

By the end of the course, you’ll have a firm grasp of marketing concepts, know how to connect to your customers, and will have the mindset you need for continued success.

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Skip to 0 minutes and 9 seconds Did you know that many businesses believe that they need large marketing budgets just to be visible. In today’s pandemic impacted world though they don’t. If you want to run a successful business with a growth mindset, you need to understand how marketing works. Most marketers start communicating or selling their business without a clear reason why. This course will help you understand the why. Whether or not you have a passion for marketing your work in a marketing role or run your own business. Marketing Essentials is ideal for anyone who wants to understand how marketing works. This course approaches marketing concepts in an accessible way using targeted examples.

Skip to 0 minutes and 47 seconds We aim to demystify marketing and unpack the elements of it from the conceptual content through to real world practical examples. So optimise your marketing activities to meet the needs of a changing audience. Enroll today in Marketing Essentials.

Syllabus

  • Week 1

    Understanding the basics

    • Getting started

      This activity includes all the information you will need to get started in this course.

    • Introduction to Week 1

      Let's take a look ahead to see what we'll be covering this week.

    • What is marketing and what makes for successful marketing?

      Find out what marketing is, what makes for successful marketing, and learn some of the essential marketing terminology to support your learning throughout this course.

    • The frameworks of marketing

      Find out what the key frameworks of marketing are, why we use them and how to apply them to your own context.

    • How good marketing works

      Find out how and why good marketing works, and take a look at some of the key features of good marketing such as integrated approaches to marketing.

    • Assessment

      Do you understand the marketing landscape and how it continues to change? Are you aware of the mindsets you need for success and how to prepare for the future? Take this test to check your knowledge.

    • Bringing it all together

      Let's reflect on what we've covered this week and take a look at what's coming up next.

  • Week 2

    Understanding customers

    • Introduction to Week 2

      Let's take a look ahead to see what we'll be covering this week.

    • Understanding our customers

      Find out why you need to understand your customers, and how to use knowledge of your customers to your advantage in your marketing with various strategies.

    • Customer needs and your brand

      Find out how to identify both your own brand as well as the brand of other businesses in the market, as well as your point of difference in order to better target customer needs.

    • Customer needs and your message

      Find out what makes for an effective marketing message, how to adapt them for each context and why they are another effective way of tailoring your marketing approach to meet customer needs.

    • Assessment

      Do you understand the marketing landscape and how it continues to change? Are you aware of the mindsets you need for success and how to prepare for the future? Take this test to check your knowledge.

    • Bringing it all together

      Let's reflect on what we've covered this week and take a look at what's coming up next.

  • Week 3

    Understanding the channels

    • Introduction to Week 3

      Let's take a look ahead to see what we'll be covering this week.

    • Why understand the channels that are available?

      Find out why we need to understand the various marketing channels available, and investigate how customers are using these channels themselves.

    • The channels you can use

      Find out what channels are available for you to use, and learn how to identify and utilise the channel that fits your marketing context best.

    • Best practice use

      Find out what the best practice use of each marketing channel looks like, and explore how to target this further with the effective use of language tailored to your audience.

    • Assessment

      Do you understand the marketing landscape and how it continues to change? Are you aware of the mindsets you need for success and how to prepare for the future? Take this test to check your knowledge.

    • Bringing it all together

      Let's reflect on what we've covered this week and take a look at what's coming up next.

  • Week 4

    Understanding the landscape

    • Introduction to Week 4

      Let's take a look ahead to see what we'll be covering this week.

    • Why understand the landscape?

      The landscape is changing rapidly due to global forces like a pandemic and ever-evolving technology, and we need to delve deeper into why and how.

    • The essential mindsets you need to succeed

      Find out the essential mindsets you need to succeed in marketing, how to use them and avoid making common mistakes, and equip yourself to respond to changes in your audience.

    • What's just over the horizon?

      Find out what's coming next in the future of marketing, consider how to respond to artificial intelligence (AI) in your industry, and reflect on what moves to take to be prepared.

    • Assessment

      Do you understand the marketing landscape and how it continues to change? Are you aware of the mindsets you need for success and how to prepare for the future? Take this test to check your knowledge.

    • Bringing it all together

      Let's reflect on what we've covered this week and take a look at what's coming up next.

    • What's next?

      Let's reflect on the learning explored in the course and consider where to apply and further build on your new skills and knowledge.

When would you like to start?

Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.

  • Available now

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Describe the basics of marketing and wider communication for application in future marketing efforts in business.
  • Identify audiences and have an insight into how to best reach them.
  • Develop an approach to planning that will improve the success rates of marketing.
  • Explain the way messaging impacts your customers, clients, or members and have a framework for developing future messages.
  • Identify effective ways to execute marketing plans through discerning the correct channels.

Who is the course for?

This course is designed for anyone who wants to improve their business performance through marketing.

You may be a business owner, new to marketing, or a business leader who needs a broad overview of marketing.

Who will you learn with?

David Rawlings

David Rawlings is a marketing professional with 30 years' in industry. His delivery and teaching style is engaging and accessible, backed by years of workshops, webinars, presentations and lectures.

Who developed the course?

The University of Adelaide

The University of Adelaide is a world-class teaching and research institution. They are committed to developing quality students and lifelong learners who are recognised for their skills, creativity, global outlook and ability to succeed.

  • World ranking

    Top 110Source: QS World University Rankings 2023

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Ways to learn

Choose the best way to learn for you!

Subscribe & save

$27.99

For the first two months. Automatically renews

Develop skills to further your career

  • Access to this course
  • Access to 1,000+ courses
  • Learn at your own pace
  • Discuss your learning in comments
  • Tests to boost your learning
  • Digital certificate when you're eligible

Cancel for free anytime

Buy this course

$129/one-off payment

Fulfill your current learning need

  • Access to this course
  • Learn at your own pace
  • Discuss your learning in comments
  • Tests to boost your learning
  • Printed and digital certificate when you’re eligible
Continue & Upgrade

Limited access

Free

Sample the course materials

  • Access expires 4 Jul 2023

Find out more about certificates, Unlimited or buying a course (Upgrades)

T&Cs apply.

Find out more about certificates, Unlimited or buying a course (Upgrades)

T&Cs apply.

Learning on FutureLearn

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  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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