Introduction to Modern Marketing
Northern School of Marketing: Short Course 1:
Introduction to Modern Marketing is a dynamic and comprehensive course designed for adult learners, professionals, and aspiring marketers seeking a deep understanding of contemporary marketing principles, strategies, and ethical considerations. This course provides a robust foundation in marketing theory and practice, exploring the evolution from traditional to digital marketing, the critical role of customer value, segmentation, and the future trends shaping the industry. Learners will engage with real-world examples, practical toolkits, and reflective exercises to develop actionable skills for today’s fast-changing business environment.
Learning Objectives
Upon successful completion of this course, learners will be able to:
- Define marketing and articulate its core functions and importance in business.
- Distinguish between needs, wants, and value, and explain how marketing creates and delivers value.
- Identify and apply the principles of market research, product development, communication, delivery, and feedback.
- Analyse customer value and its impact on loyalty, brand differentiation, and profitability.
- Understand and implement market segmentation strategies in competitive environments.
- Compare and contrast traditional and digital marketing channels, and design integrated campaigns.
- Evaluate emerging trends and technologies, including AI, big data, AR/VR, and ethical marketing practices.
- Adapt marketing strategies to changing environments, fostering resilience and innovation.
This course is ideal for:
- Marketing professionals seeking to update or broaden their knowledge.
- Business owners and entrepreneurs aiming to enhance their marketing effectiveness.
- Students and recent graduates preparing for a career in marketing.
- Professionals in related fields (sales, communications, management) who wish to understand marketing’s role in business success.
Course Structure
The course is structured into three main modules, each comprising several lessons. Each lesson includes a microlearning video, a long-form article, practical worksheets, quizzes, and resource toolkits to facilitate active learning and application.