Principles of Marketing

Learn practical marketing strategies and tools that enable enterprises to stand out in a competitive marketplace.

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  • 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.

CLEP Exam

This course is designed to prepare you for the CLEP Principles of Marketing exam and cover other related topics as well.

Instructors

  • Malcolm Kirkup

    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.

“You can take your entire freshman year, tuition free!”

NBA star Jalen Rose

“I enrolled in the Chemistry class offered by Modern States. I felt confident after taking the course, and I passed the CLEP exam. The course definitely helped me a lot.”

William Rush, high school junior

“The information in the Sociology course felt like it was just the right amount. I liked that I could go through it at my own pace. I learned a lot. I passed the CLEP; the Sociology professor was really engaging.”

Glenn Grassi, adult learner

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