The written word
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 …
Course: Introduction to Marketing: Fundamentals of Marketing
Brand colours
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 …
Logos
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 …
What is brand creative?
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 …
Week outcomes
This week you will learn: What are the creative elements of a marketing communication How you should approach your creative assets The brand creative elements involved in marketing communication and …
Navigating your course
This course is delivered on the world-leading FutureLearn platform. FutureLearn is optimised for modern browsers and while you’ll get the best experience using one of these we want to make …
Week outcomes
This week you will learn: The fundamentals of good marketing. How to use the 4Ps framework. How to ensure your company is customer-centric. What communications planning is. The common primary …
Welcome to the course
Welcome to the IDM Award in Marketing Course. If you are new to marketing, or looking to strengthen your understanding of best-practice marketing fundamentals, this course is for you. This …
Understanding your peer graded assignment brief
What is a Peer Graded Assignment? Peer Graded Assignments steps have been designed specifically for ExpertTracks to provide you with a chance to develop a deeper insight into the quality …
Celebrate your success
You have completed your first week, well done! You learned about: The fundamentals of good marketing. How to use the 4Ps framework. How to ensure your company is customer-centric. What …
Cost per thousand
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 …
Managing multiple external agencies
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 …
Marketing Case study by AJ Lynx drop
AJ Lynx Drop This innovative campaign from Lynx won Bronze for best digital experience in the 2018 DMA Awards. Using the briefing steps, we’ve recreated what the marketing brief might …
Marketing Brief
The DMA copywriting survey asked copywriters for their single biggest barrier to creating great work. Their answer… the brief! The brief is a critical requirement when contracting specialist services from …
Task: using a Gantt chart
Think of a campaign for a business or organisation of your choice. Choose two to three different media channels (online or offline) and map out a Gantt chart using the …
These articles are from the online course:
Introduction to Marketing: Fundamentals of Marketing