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 25 Oct 2021
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 overview
- Marketing in different contexts
- Week 1 review
Influencing consumer behaviour and decision-making
- Introduction to Week 2
- How do we buy?
- Why do we buy?
- Why we buy in different ways
- Influencing behaviour
- Week 2 review
Choosing your customers
- Introduction to Week 3
- Who do we sell to?
- How do we choose between groups of customers and which ones do we target?
- How do we position our offering?
- Week 3 review
Creating winning propositions for customers
- Introduction to Week 4
- Product decision
- Co-creation and crowdsourcing
- Intangibility, search and experience goods, predictive and confidence values
- Week 4 review
Principles of marketing communications
- Introduction to Week 5
- Core principles and promotion objectives
- Promotion tools
- Social media marketing
- Week 5 review
Delivering value to customers and the role of digital marketing
- Introduction to Week 6
- Who does what for our customers?
- E-commerce to social commerce
- Marketing relationships
- Starting to think about your assessment
- Week 6 review
- Introduction to Week 7
- Price sensitivity
- Price discrimination
- Customer price perceptions
- Week 7 review
Marketing in a complex world – external factors
- Introduction to Week 8
- The microenvironment
- Secondary research and the marketing environment
- Week 8 review
Gathering and interpreting data to inform marketing decisions
- Introduction to Week 9
- Methods in marketing
- Primary research
- Evaluating the alternatives
- Week 9 review
Finalising and submitting your assessment
- 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