- Course Type CLEP
- Subject Business and Management
- Level Introductory
- Length 6 weeks
- Effort 2 - 3 hours/week
- Institution The University of Edinburgh
About this course
Want to learn how successful businesses use marketing to increase revenue, share and profitability?
In an increasingly competitive market, marketing skills are vital to help organizations stand out, win customers, build loyalty and sustain long term impact and returns.
This business and management course will help you understand the role of marketing and introduce you to the latest tools to help create value and competitive advantage for an enterprise. In an exciting age where innovation and new business models are required to stay ahead of competitors, we explore how new players in a market can achieve impact through marketing, providing you with unique insight to even apply within your own business venture.
Learn how to build a compelling value proposition, establish presence in a market, and compete effectively against rivals. Learn how marketers use segmentation, targeting, positioning, branding, design, pricing, channels and integrated marketing communications to win against competitors, attract customers and build brand loyalty.
No previous knowledge of marketing is needed. All you need is an open-mind and the ability to think creatively.
This course is designed to prepare you for the CLEP Principles of Marketing exam and cover other related topics as well.
Malcolm Kirkup is Professorial Director of MBA Programmes and Educational Innovation at the University of Edinburgh Business School. He received his BA (Hons), MSc and PhD from Exeter, Cranfield and Lancaster Universities in the UK.