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.
max. 8 weeks
Estimated time per week
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
How will I learn?
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.
Whilst you’re learning, you’ll also have full access to the free 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