Course: Introduction to Marketing: Fundamentals of Marketing

The following links to articles are additional content that will enhance your learning experience. DMA Insight: The Creative Opportunity DMA Insight: Understanding Brand-Switch Email ROI: Looking After the Little Guy …

The Net Promoter Score is an index ranging from 0 to 10 that measures the willingness of customers to recommend a company’s products or services. It is a snapshot in …

Conversion rates usually measure specific marketing activities that involve moving customers or prospects from one state to another. Conversion rates can be used to measure many things including: Number of …

If the total cost of a campaign was £15,000, and it generated 20,000 orders, your cost per order is 75p. The cost per order is a simple equation that helps …

If a campaign generated £12,000 of revenue and cost £3400 to run the campaign, the ROI would be 253%. This means that for every £1 spent, not only did you …

A neat way of calculating a return on marketing spend is to measure the cost per response. The cost per response shows how much it costs to get a response …

When a business falls on hard times, many companies start cutting back on their marketing. Rightly or wrongly, marketing can be seen as nice to have, something that has a …

The use of videos and moving images are becoming the norm across digital and online channels. This can prove to be a challenge for marketers as moving images are traditionally …

Still images come in many different forms for organisations. They are a great tool for grabbing the attention of your audience. However, they still adhere to your brand guidelines. Examples …

In creative and professional environments the writing within marketing communications is referred to as copy. All copy about your product or organisation needs to be crafted in order to get …

The brand colours are the ones used throughout the company’s communications and artworks. Usually, the colours used for a logo are a part of the organisation’s brand palette. Each selected …

These are three well-known car brands: Honda, Jaguar and Peugeot. The purpose of a logo is to identify an organisation or product. Often logos become so familiar to people that …

All successful organisations construct a meticulously thought out image of themselves. This image is then reinforced via their creative output. Done correctly, this allows a brand to create an image …

Many media and print rate cards use cost per thousand to make it easy for marketers to evaluate the cost and return. Using this formula will allow you to compare …

Working in a marketing department means that you often find yourself working with external agencies. Crafting a tight brief also has the added benefit of making it easier to compare …