Course: Marketing Essentials

Artificial intelligence (AI) has been flagged as both a game changer and a serious threat to a whole range of human activity. You don’t necessarily need to be fluent in …

After watching this video, you will be aware of the three key reasons why the pandemic needs to be considered in a marketing strategy, and what those mean for your …

After watching this video, you should know the five biggest mistakes that businesses make with their marketing, and what you can do to avoid making those same errors. Share your …

After watching this video, you should understand exactly what marketing channels are, why they are important, and some of the key complexities around using them.

When it comes to selecting the right media marketing channels, one of the keys is to that balance between what customers use and respect. It’s about finding the right channel …

After watching this video, you should have a strong understanding of the different marketing channels available, and what best practice use of each of these channels can look like in …

In the early 1990s, marketing author Bob Lauterborn reinvented the traditionally accepted 4 Ps (Product, Price, Place and Promotion) with the introduction of the 4 Cs of marketing. This concept …

After watching this video, you should understand some of the common benefits of integrated marketing and what this would look like in a real-life context.

After watching this video, you should understand what a point of difference is, why they are so important in effectively marketing a business, and know how to identify a point …

After watching this video, you should be able to describe what marketing is, and begin to consider what key actions make marketing successful. References 1. Brenner M. 2020 Marketing Trends …

So we’ve now seen the journey that customers undertake to become your customer, and looked at their impact on your marketing message. This is how your marketing message can change …

Targeting is such a key word in marketing – and wider communications for that matter. Understanding customers is a key part of building a successful brand and a successful business …

After watching this video, you should have a general overview of B2B and B2C marketing, how they work and what contexts to use each type of marketing effectively.