By the end of the microcredential, you’ll be able to...
- Solve a range of commercial and non-commercial marketing problems using appropriate tools and concepts
- Apply the latest tools of product and service design, distribution management and pricing to real situations
- Collect relevant information for marketing decision making
- Interpret a variety of different types of information from different information sources
- Evaluate and implement appropriate exchange methods, including relationships in different situations
You’ll have access to our online welcome area where you’ll be able to start conversations with your fellow learners and read any announcements or information relating to your microcredential.
From 2 Nov 2020
Business Management: Marketing Principles and Practice
Develop your marketing skills and knowledge to help you make better business decisions and achieve your professional goals.
10 hours per week
Marketing in diverse contexts
- Welcome to the course
- Marketing in different contexts
- Marketing relationships
- Week 1 review
Marketing in a complex world – external factors
- Introduction to Week 2
- Analysing the microenvironment
- Secondary research and the marketing environment
- Week 2 review
Influencing consumer behaviour and decision-making
- Why do we buy?
- How do we buy?
- Why we buy in different ways
- Are attitudes the only factor that matters?
- Week 3 review
Gathering and interpreting data to inform marketing decisions
- Introduction to Week 4
- Methods in marketing
- Primary Research
- Interviews (3)
- Evaluating the alternatives
Choosing your customers
- Who do we sell to?
- Starting to think about your assessment
- How do we choose between groups of customers and which ones do we target?
- How do we position our offering?
- Week 5 review
Creating winning propositions for customers
- Introduction to Week 6
- Product decision
- Co-creation and crowdsourcing
- Intangibility, search & experience goods, predictive and confidence values
Delivering value to customers and the role of digital marketing
- Who does what for our customers?
- Risk management in distribution channels, their co-ordination & the role of power.
- eCommerce to social commerce
- Week 7 review
Persuasive communications and social media
- Introduction to Week 8
- Core principles & promotion objectives
- Promotion tools
- Social Media Marketing
- Price sensitivity
- Price discrimination
- Customer price perceptions
- Week 9 review
Marketing planning and effective relationships
- Assessment overview
- Important guidance about your assessment
- Thank you and good luck!
Once you’ve successfully completed the microcredential, you’ll receive your academic credits from The Open University.
10 UK credits at Undergraduate level from The Open University
You’ll receive an Open University certificate confirming that you have received 10 academic credits at Undergraduate level. Credits are awarded on passing the final assessment.
Find out how credits work and where you can use them in our FAQs.
The Open University (OU) is the largest academic institution in the UK and a world leader in flexible distance learning, with a mission to be open to people, places, methods and ideas.
- LocationMilton Keynes, UK
- World rankingTop 510Source: Times Higher Education World University Rankings 2020