Introduction to Marketing Course Syllabus

Overview: This course provides a comprehensive introduction to core marketing principles, designed for beginners looking to build a solid foundation in marketing strategy and practice. Through a blend of theoretical concepts and real-world applications, learners will explore branding, customer centricity, go-to-market strategies, and effective communication techniques. The course is structured into five concise modules with approximately 7.5 hours of content, offering flexible, self-paced learning. Each module builds practical understanding through case studies and strategic frameworks, culminating in an optional applied project to reinforce key concepts.

Module 1: Branding: Marketing Strategy and Brand Positioning

Estimated time: 2 hours

• Introduction to strategic marketing and brand positioning
• Market segmentation and targeting strategies
• Experiential branding and customer engagement
• Building brand equity and long-term brand value

Module 2: Customer Centricity: The Limits of Product-Centric Thinking

Estimated time: 1 hour

• Transition from product-centric to customer-centric models
• Understanding customer needs and behavior
• Data-driven decision making in marketing
• Direct marketing and personalized customer experiences

Module 3: Go-To-Market Strategies: Communications Strategy & Fundamentals of Pricing

Estimated time: 3 hours

• The 7 Ms of marketing communications planning
• Developing effective messaging and media strategies
• Pricing fundamentals and price elasticity
• Channel management and conflict resolution

Module 4: Branding: Effective Brand Communications Strategies and Repositioning Strategies

Estimated time: 1 hour

• Core elements of brand messaging
• Strategies for brand repositioning
• Measuring customer perception and response
• Case studies in successful brand communication

Module 5: Applied Marketing (Optional)

Estimated time: 0.5 hours

• Application of marketing principles to real-world examples
• Analysis of current marketing campaigns
• Integration of branding, pricing, and communication strategies

Module 6: Final Project

Estimated time: 1 hour

• Develop a mini marketing plan for a product or service
• Apply segmentation, targeting, and positioning concepts
• Present a go-to-market strategy including pricing and communications

Prerequisites

• No prior marketing knowledge required
• Basic understanding of business concepts helpful
• Access to case study materials provided in course

What You'll Be Able to Do After

• Explain key marketing concepts including segmentation, targeting, and positioning
• Analyze customer-centric business models and their impact
• Develop effective go-to-market strategies with pricing and channel considerations
• Create compelling brand communication plans
• Apply marketing frameworks to real-world business scenarios