MKT2100
Marketing Fundamentals
Marketing Fundamentals is the foundational course for the Marketing specialization and is an introduction to the role of marketing in advancing the success of a product, service, experience or organization. Learners explore the evolution of marketing to include a review of the key marketing principles relevant in today’s workplace, an overview of the evolution from the traditional to digital marketing platform, and the differentiation between marketing a product or service versus marketing an experience.
You’ll examine functions and trends that are critical to staying competitive in the marketplace. This course introduces the functions of an organization for creating, communicating, and delivering value to customers. Designed to meet customers' needs and organizational goals, these functions include marketing and behavioral science research, environmental monitoring, target market selection, product selection, promotion, distribution and pricing.
Course level
Undergraduate
Course duration
max. 8 weeks
Estimated time per week
10-15 hours
Course prerequisites
None
Cost
$ -
Course credits
3
Relevant jobs
CEOs, Marketing executives, Marketing managers
What will I learn?
Describe the role of marketing in advancing business and organizational objectives
Describe the cycle of consumer purchase behavior and the psychology behind decision making utilizing frameworks such as ABCD: Affects, Backdrops, Cognitions, and Demographics
Compare and contrast key marketing frameworks and the value in promoting various business objectives
Examine the issues of privacy, ethics, regulation, and social responsibility as they relate to marketing functions
Examine how perceptions are formed through various brand touch points and interactions
Apply the techniques of neuromarketing and cognitive evaluation to consumer decision making behaviors, with an emphasis on how consumers feel towards a particular product, service or experience
Identify emerging marketing technologies that enable direct interaction with consumers and the impact of those interactions on consumer behavior
Apply a foundational marketing framework in the context of a common, real-world business challenge or opportunity
Key Skills
How will I learn?
Your course starts on the first of the month. Each course consists of six modules, each module will take you one week to complete and each course is designed to take you eight weeks to complete. Nexford’s learning design team has purposefully created courses to equip you with competencies mapped to the skills employers are looking for. Each course has 5-7 learning outcomes based on the skills employers need. Everything you learn gives you measurable skills you will use to succeed in today’s world of work.
Nexford courses are not live or recorded lectures. Instead, they’re reading, videos, interactive elements, quizzes and relevant case studies. Programs include assessments, peer-to-peer discussions, and a final project to practice what you’ve learned in a real-world context. Program content is available 24/7 during the course, and you have opportunities for collaboration and networking with learners during and after your program. Our global community of learners work at top companies such as Microsoft, Deloitte, and Google.
You'll have 24/7 access to success advisors to support you. Faculty also provide you world-class support. Book appointments with them, get individual feedback, and attend regular optional webinars. Nexford courses are rigorous and they encourage critical thinking - because we care about what you know how to do not what you know you have regular hands-on assessments reflecting the business world.
| Modules | Assignment Due Date |
|---|---|
| 1: The essential role of marketing operations in business success | Day 10 |
| 2: Customer journey: consumer psychology and behavior during the buying cycle | Day 17 |
| 3: Brand touchpoints across all media | Day 24 |
| 4: Strategic frameworks for objective setting and planning | Day 31 |
| 5: Technology: influence, impact, and opportunity in connecting with today’s consumers | Day 38 |
| 6: Ethics, privacy, social responsibility, and the role of marketing | Day 45 (optional) |
| 7: Final project | Day 51 |
Across the duration of the course, you will undertake five Formative Assessments and one Final Project.
The summative assessment is your final project and achieving a passing grade on this assessment is required to pass the course. The minimum passing grade at Nexford University is a C or above. (70% or above).
| Grading Scale | Grading Weights | |||
|---|---|---|---|---|
| A | 90%-100% | Module Assignments | 30% | |
| B | 80%-89% | Final Project Milestones | 30% | |
| C | 70-79% | Final Project | 40% | |
| F | < 70% | |||
| W | Withdrawn | Total | 100% | |
You'll get real skills you can use at work, straight away.
Once you've taken one course, you can take more. Using stacked credentials, you’re able to take enough courses to make a certificate, and take enough certificates to build a degree.
If you apply for a Nexford certificate or degree, you'll get credit for each course you take.
What support will I receive?
When you have a dedicated team on your side, you'll never be alone studying at Nexford. Hailing from many different countries and with online education expertise, our faculty provides you world-class support. Ask them questions during one-to-one office hours or live chat, email them any time, and get individual feedback on your assessments.
While you’re learning, you’ll also have full access to the Nexford online library, which includes access to millions of full-text articles, industry reports and key sources such as the Wall Street Journal, the Financial Times and The Economist.
LinkedIn Learning: unlimited access with Nexford
Support your Nexford goals with access to LinkedIn Learning during your program, at no additional cost. Explore the learning hub of the globe’s biggest professional networking platform to:
- Power your career: choose from over 16,000 expert-led courses, from remote working to data science
- Show off your skills: earn a certificate when you complete a course
- See what’s trending: LinkedIn Learning adds 25 new courses each week
- Tailor your learning: choose relevant courses based on your experience, LinkedIn profile and goals
- Test what you’ve learned: use LinkedIn Learning assessments
