Online Microcredential in Business & Management

Business Management: Marketing Principles and Practice

Develop your marketing skills and knowledge to help you make better business decisions and achieve your professional goals.

Created by

The Open UniversityThe Open University

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Enrolment closes soon! Join by 2 Nov 2020 at 23:59

Gain the marketing skills you need to level-up your management career

From understanding customer behaviour to designing products and services that meet customer needs – marketing techniques and tools are used to solve management problems in a diverse range of professional contexts.

Whether you work in a commercial or non-commercial industry, as a management professional it’s crucial to understand the value of marketing and its impact on various business functions.

This microcredential will introduce you to the core principles of marketing – covering offline and digital perspectives.

Through an exploration of best-practice marketing approaches, you’ll enhance your marketing knowledge, improve your professional decision-making, and adapt your approach to solving business challenges, whatever your role or sector.

Underpinned by the latest academic thinking, this microcredential covers practical marketing examples and learning accounts from diverse international brands, as well as local charities and social enterprises in industries from manufacturing and retail to professional services and healthcare.

You’ll develop your understanding of key marketing topics like trends, customer motivation, and delivering customer value, and learn how to gather and use data to make effective management decisions.

You’ll also build a toolkit for creating products and services that meet your customer’s needs and that differentiate your product from your competitors’ offerings.

Industry statistics

  • Median base salary£42,500
  • UK job openings/month1,966

What skills will you learn?

  • Identifying customers’ motivations and responding to them
  • Analysing the environment to identify marketing opportunities
  • Establishing effective relationships with stakeholders
  • Interpreting and using data to inform marketing decisions
  • Managing customers’ willingness to pay
  • Developing communication strategies appropriate for your product or service
  • Positioning your offer to attract the right customers
  • How to build compelling business and personal brands
  • Identifying customers’ perceptions of risk & addressing them
  • Leveraging relationships with distributors for marketing success
  • Differentiating your offer from the competition

What you will achieve

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

Are you eligible for this microcredential?

This microcredential is ideal for business professionals who wish to broaden their understanding of marketing and develop knowledge and skills to improve their performance at work.

This is an introductory level course and no previous knowledge of marketing is required. You do not require any specific experience or qualifications to enrol.

The course draws on practical examples from many industries and will help you to develop marketing skills that are transferable to a diverse range of sectors and organisations.

Is this microcredential right for you?

This microcredential will increase your confidence in applying marketing principles to your work and using marketing concepts to solve business problems.

In particular, it will enhance the employability of:

  • Professionals who would like to progress to management level.

  • Professionals who are new to a marketing role or work in marketing but lack formal qualifications.

  • Senior professionals looking to develop their marketing and management skills.

  • Self-employed professionals looking to develop their skills and knowledge of marketing.


What happens before, during, and after your microcredential

  • Before learning

    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.

  • Course

    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 weeks

    10 hours per week

    • Week 1

      Marketing in diverse contexts
      • Welcome to the course
      • Marketing in different contexts
      • Marketing relationships
      • Week 1 review
    • Week 2

      Marketing in a complex world – external factors
      • Introduction to Week 2
      • Analysing the microenvironment
      • Secondary research and the marketing environment
      • Week 2 review
    • Week 3

      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
    • Week 4

      Gathering and interpreting data to inform marketing decisions
      • Introduction to Week 4
      • Methods in marketing
      • Primary Research
      • Interviews (3)
      • Evaluating the alternatives
    • Week 5

      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
    • Week 6

      Creating winning propositions for customers
      • Introduction to Week 6
      • Product decision
      • Co-creation and crowdsourcing
      • Intangibility, search & experience goods, predictive and confidence values
    • Week 7

      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
    • Week 8

      Persuasive communications and social media
      • Introduction to Week 8
      • Core principles & promotion objectives
      • Promotion tools
      • Social Media Marketing
    • Week 9

      Pricing strategies
      • Price sensitivity
      • Price discrimination
      • Customer price perceptions
      • Week 9 review
    • Week 10

      Marketing planning and effective relationships
      • Assessment overview
      • Important guidance about your assessment
      • Thank you and good luck!
  • After learning

    Once you’ve successfully completed the microcredential, you’ll receive your academic credits from The Open University.

What you will receive

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.

What is a microcredential?

Microcredentials are designed to upskill you for work in rapidly-growing industries, without the time and cost commitment of a full degree. Your microcredential can stand alone as an independent credential, and some also offer academic credit to use towards a degree.

Learn online with expert instructors

Complete online courses led by experts over 12-16 weeks with a dedicated group of professionals.

Complete project-based assessments

Test your understanding with online tutor-marked assessments and exercises.

Earn a professional credential

Finish your learning and pass your assessments to gain an accredited credential.

Advance further in your career

Use your microcredential as evidence of your specialised skills and progress further in your industry.

Career-focused learning by The Open University

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.

  • Established1969
  • LocationMilton Keynes, UK
  • World rankingTop 510Source: Times Higher Education World University Rankings 2020

Delivered by experts

I am a Lecturer in Marketing at the OU and a visiting Professor at other Universities. With global consulting and training experience, my work has been published in the Journal of Marketing Management

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When would you like to start?

We aim to run our microcredentials every few months. Join on the date that suits you or register to hear from an enrolment advisor about future runs and updates.

Speak to an advisor

Not sure if this microcredential is right for you? Fill in your details below and one of our enrolment advisors will be in contact to provide you with the information you need to make a decision.

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We can accept payments made by card (Visa, Mastercard and American Express) or PayPal via our online system.

You will have 14 days from the day the course starts to apply for a refund. You can find more information in our code of conduct

Microcredentials are designed to fit around your life and timezone.

There may be live events as part of your studies, but these will be recorded and can be watched afterwards if you aren’t online for the live broadcast.

No, microcredentials are designed to be taken anywhere in the world. You won’t need the right to study in the country where the university offering the microcredential is based.

Microcredentials are stand-alone products, designed to meet specific learner and employer needs and offer a credential in their own right. Those awarded by The Open University have a credit value at either undergraduate or postgraduate level, and this may in the future be used towards qualifications (for example, a Bachelor’s Degree, Diploma of Higher Education or Postgraduate Certificate) at The Open University, or potentially at another university (subject to the agreement of the receiving institution).

Want to know more? Read the microcredential FAQs, or contact us.