MKT 2100 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.
Next start date: October 1 
Course level
Undergraduate
Course duration
max. 8 weeks
Estimated time per week
10-15 hours
Course prerequisites
None
Cost
from $80*
Course credits
3
Relevant jobs
CEOs, Marketing executives, Marketing managers
MKT 2100 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.
Next start date: October 1
Headline
Subheading
Course level
Undergraduate
Course duration
max. 8 weeks
Estimated time per week
10-15 Hours
Course prerequisites
None
Cost
from $80*
Course credits
3
Relevant jobs
CEOs, Marketing executives, Marketing managers
What will I learn?
Subheading
Describe the role of marketing in advancing business and organizational objectives
Examine how perceptions are formed through various brand touch points and interactions
Describe the cycle of consumer purchase behavior and the psychology behind decision making utilizing frameworks such as ABCD: Affects, Backdrops, Cognitions, and Demographics
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
Compare and contrast key marketing frameworks and the value in promoting various business objectives
Identify emerging marketing technologies that enable direct interaction with consumers and the impact of those interactions on consumer behavior
Examine the issues of privacy, ethics, regulation, and social responsibility as they relate to marketing functions
Apply a foundational marketing framework in the context of a common, real-world business challenge or opportunity
Key skills
What will I learn?
Subheading
Describe the role of marketing in advancing business and organizational objectives
Examine how perceptions are formed through various brand touch points and interactions
Describe the cycle of consumer purchase behavior and the psychology behind decision making utilizing frameworks such as ABCD: Affects, Backdrops, Cognitions, and Demographics
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
Compare and contrast key marketing frameworks and the value in promoting various business objectives
Identify emerging marketing technologies that enable direct interaction with consumers and the impact of those interactions on consumer behavior
Examine the issues of privacy, ethics, regulation, and social responsibility as they relate to marketing functions
Apply a foundational marketing framework in the context of a common, real-world business challenge or opportunity
Key skills
How will I learn?
How will I learn?
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Learning Experience
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.
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Course Outline
Modules Schedule 1: The essential role of marketing operations in business success Day 1-10 2: Customer journey: consumer psychology and behavior during the buying cycle Day 11-17 3: Brand touchpoints across all media Day 18-24 4: Strategic frameworks for objective setting and planning Day 25-31 5: Technology: influence, impact, and opportunity in connecting with today’s consumers Day 32-38 6: Ethics, privacy, social responsibility, and the role of marketing Day 39-45 Final project Day 39-54
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How will I be graded?
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). For further information, refer to FAQs.
Grading Scale
Grading Weights A 90-100%
Module Assignments 30% B 80-89%
C 70-79%
Final Project Milestones 30% F <70%
I Incomplete
Final Project 40% W Withdrawn
Total 100%
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What will I get after completing the course?
You'll get real skills you can use at work, straight away. At the end of each course, you'll also get a digital badge that you can put on your LinkedIn profile to showcase your skills.
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.
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: master soft and hard skills
Bullet proof your skills with a unique combination of soft and hard skills. While you earn your management degree you will have access to thousands of technical courses such as Blockchain Basics, Learn Cloud Computing, Analytical Reasoning, at no additional cost. As a Nexford learner you will have access to +16,000 expert-led courses from LinkedIn Learning. Choose from:
- 268 courses on Remote Working
- 528 courses on Data Science
- 188 courses on Fintech
Show off your skills: earn a certificate when you complete a course.
- Tailor your learning: choose relevant courses based on your experience, LinkedIn profile and goals
- Test what you’ve learned: use LinkedIn Learning assessments
LinkedIn Learning: master soft and hard skills
Headline
Subheading
My weekly reflective journal is my Nexford highlight.
Thanks to faculty support, I continually apply principles to my enterprise.
Current BBA learner
My weekly reflective journal is my Nexford highlight.
Thanks to faculty support, I continually apply principles to my enterprise.
Siramene Teeh Ngbor
Current BBA learner
Headline
Subheading
I don't have to spend a fortune to earn a high-quality MBA.
Current MBA learner
I don't have to spend a fortune to earn a high-quality MBA.
Rebecca Ebokpo
Current MBA learner
Headline
Subheading
When I started at Nexford I found a direction.
Each course is like a door opening.
Current BBA learner
When I started at Nexford I found a direction.
Each course is like a door opening.
Jethro Tucay
Current BBA learner