Learning Outcomes

Marketing Mix Factors and Consumer Needs

How Customer Relationships are Built

Marketing and Organizational Strategies

Strategic Marketing Process

Market Environmental Scanning

Ethical Behavior and Social Responsibility in Marketing

Lesson Summary

In this module, you will learn how to build strong customer relationships and value through marketing. You will also learn how marketing benefits the different stakeholders of society, the elements of an organization's foundation, the concept of social responsibility and the factors influencing marketing decisions will also be discussed.

Consumer Purchase Decision Process and Experience

Situational and Psychological Influences on Consumer Behaviors

Psychological and Sociocultural Influences on Consumer Behavior

Understanding Organizations as a Customers

The Organizational Buying Process and Buying Centers

This module introduces you to stages and variations in the consumer purchase decision process. You will be shown the key characteristics of organizational buying that makes it different from consumer buying. The stages in the organization buying process will also be presented.

Diploma in Marketing Essentials - First Course Assessment

This assessment enables you to review your learning, so you can determine your knowledge and understanding of Module 1-2 of the course, 
Diploma in Marketing Essentials.

The Global Companies and Markets

Marketing Research: From Customer Insights to Actions

In this module, you will examine the crucial factors for effective global business operations and procedures for crafting successful marketing programs. You will learn the vital features and processes for developing a marketing research plan. The product levels in the customer value-hierarchy, and commodity classification methods will be discussed.

Segmenting and Targeting Markets

Positioning Products in Target Markets

Quality Services and Products Design

Learn the strategies for aggregating prospective buyers into homogenous groups. Discover how to link needs to action, and the functions of market-product grids in market-consumer relationships. You will examine the methods for commodities classification. New product creation concepts, and the major reasons for production failure will be discussed.

Diploma in Marketing Essentials - Second Course Assessment

This assessment enables you to review your learning, so you can determine your knowledge and understanding of Module 4-5 of the course, 
Diploma in Marketing Essentials.

Diploma in Marketing Essentials - Final Course Assessment

Master effective marketing techniques and global sales management by taking this free online course.

Diploma in Marketing Essentials

In this free online course, you will learn how to satisfy customer needs through the marketing mix. The vital ingredients needed for effective marketing management will be highlighted and you will examine key elements such as global trade strategies, modern techniques for sales forecasting, market segmentation and customer acquisition. By completing this course, you will learn to become more productive as a marketing or sales manager.

The emergence of a largely borderless economic world has brought about new realities in global business transactions. This marketing course outlines the definitions of marketing as proposed by the American Marketing Association (AMA) and considers why marketing is a vital ingredient in modern global economic development. You will discover how society and stakeholders can enjoy the benefits of marketing. Likewise, the keys for achieving the dual objectives of buyers’ needs discovery and customer satisfaction will be outlined. Discern how to satisfy customer needs through the four key elements in the controllable marketing mix (also known as the "4 P’s of customer satisfaction"). Then, learn how to create better customer value and relationships through efficient marketing management techniques. You will discover how to develop successful organizational and marketing strategies, and how to recognize the structures of modern organizations, including their foundation, direction and purpose of establishment. You will then study how to track strategic performances via marketing analytics.
Next, you will study the major trends that significantly affect world trade and global marketing, including economic protectionism and the emergence of a networked global marketspace. You will see how an increase in economic integration aids free trade amongst countries, which is supported by the use of pan-European marketing strategies that promote abundant trade opportunities amongst member countries of the European Union. Similarly, you will discover how the formation of the North American Free Trade Agreement (NAFTA) has stimulated business and investment growth between Canada, United States and Mexico. You will examine the three types of global enterprises and how to distinguish them through their orientation and strategies for international business. You will see why the competition amongst cross-border enterprises focus on the identification and pursuit of consumer groups that share similar traits and demand for products. Then, cultural factors, like international diplomacy and commerce, as well as cultural symbols and customs through which global enterprises scan their business environments will be discussed. Furthermore, factors like consumer income and purchasing power, political stability and trade regulations, which determine the economic infrastructures of a country, will be highlighted.
Finally, you will examine several global market-entry strategies, including licensing, joint venture and direct investments, as well as the benefits and drawbacks of each method. Then, seven important methods for crafting a successful worldwide marketing programme will be uncovered. You will also study the five marketing research processes which help you to identify marketing problems and opportunities, systematically analyze the collected data and recommend accurate marketing actions that bring results. You will learn three sales forecasting techniques as well as market segmentation strategies for product differentiation and customer acquisition. Additionally, you will be shown how you can apply the market-product grid frameworks when segmenting a market. The vital steps and correct strategies for reaching a target market will be elucidated. The course includes the approaches and perpetual maps for positioning and repositioning products in the minds of potential customers. You will dissect products and services to properly identify the four unique elements (also known as the "4 I’s of service") that differentiate them. Also, the important levels in the customer-value hierarchy, and the comprehensive models for commodities classification and service quality assessments will be presented. You will discover new product development concepts and processes, as well as the organizational and marketing reasons that make new products flop. What is needed for marketing to occur? Who buys what is marketed? This course will examine these questions and consider the facts that surround them. Whether you are a procurement manager, business consultant or sales analyst, by completing this course, you will have the rare and sought-after technical knowledge that is sure to enhance your productivity. So why wait? Start this course today!

7 Best Climate Change Courses for 2025: Exploring the Science

Udemy Appoints McKinsey Veteran as CEO Amid Growth Challenges

[2025] 470+ Hours of Free LinkedIn Learning Courses with Free Certification

Harvard Launches Two New Free Certificate Courses

Stanford Medicine Offers Courses with Free Certificate & CME Credit

freeCodeCamp’s Responsive Web Design (Free) Certification Is Out of Beta

The Business of Online Education: A Deep Dive Into Coursera’s Financials

10 Best Organic Chemistry Courses for 2025

AI Prompting with Google: From Beginner to Certified

7 Best Autodesk Maya Courses for 2025: Exploring 3D Animation

Duolingo Acqui-hires Music Gaming Studio NextBeat for $34.5 Million

200+ Cursos Online da FGV com Certificado Gratuito

Udemy is “Intentionally Reducing” the Business That Made It Famous. It’s Not Working.

Chinese Edtech Pivots: Well-rounded Education, Hardware, Agriculture E-commerce, Fast-Food, Garments, and More

Scaler Academy’s Big Lie: How India’s EdTech Darling Inflated Revenue by 15x

Can an AI Teach AI? Learning From an Avatar

Introduction to the GDPR

The Data Protection Officer (DPO) Role in the GDPR

Personal Data Security Guidance for Microenterprises in the GDPR

Five Steps to Secure Cloud-based Environments

Introduction to the GDPR for the Private Individual

What Can Organisations Do Now to Prepare for the GDPR?

The Key Steps You Need to Take to Ensure Compliance with the GDPR

Learn about the GDPR which comes into effect from 25th May 2018, which increases the obligations on organisations around data protection, and gives greater control to individuals over their personal data.

General Data Protection Regulation - Course Assessment

Do you understand GDPR? Or that a company that fails GDPR can get a €20million fine? Take this free online course.

General Data Protection Regulation (GDPR)

This free online General Data Protection Regulation (GDPR) course will teach you everything you need to know about European data protection regulations. Data protection regulations can be difficult to correctly understand and apply, however, any company that fails to meet GDPR compliance can be fined for up to €20 million. This free online course will teach you everything you need to know about GDPR to protect yourself from financial loss.

Topic A: Understanding Customer Service

Topic B: Identifying Customer Expectations

Topic C: Providing Excellent Customer Service

Review Quiz

In this module, Understanding Customer Service, students will learn the basics of customer service, identifying customer expectations, and providing excellent customer service.

Topic A: Focusing on the Customer

In this module, Focusing on the Customer, students will learn about putting the focus on the customer and their needs.

Topic A: Customer Service and the Telephone

In this module, Customer Service and the Telephone, students will learn about how the telephone relates to customer service and how to handle phone calls.

Topic A: Handling Complaints

In this module, Handling Complaints, students will learn how to handle customer complaints in a professional manner.

Topic A: Enduring Stress

In this module, Enduring Stress, students will learn about how to endure the stresses of working in customer service.

Customer Service Skills - Assessment

Become expert in customer service and polish your professional communication skills in this free online course.

Customer Service Skills

This training course teaches you the basics of customer service. We show you how to focus on the customer to understand their expectations to help you improve their experience of your business. We explain how to deal with stress and constructively interact with clients on the telephone to handle complaints. People’s perceptions of your company’s brand are defined by customer experience, so sign up to make sure they remember you fondly.

ISO 37301:2021 Introduction

Context of the Organization

Expectations from Leadership

Planning for Compliance Management

Providing Support

Operation of Compliance Management System

Evaluating Compliance Performance

Improving the Compliance Management System

This module will introduce you to ISO 37301:2021, the latest compliance management systems standard published by ISO. You will understand the structure and requirements for establishing, developing, implementing, evaluating, maintaining, and improving an effective compliance management system within an organization.

ISO 37301:2021 - Principles of Compliance Management Systems - Course Assessment

Learn the fundamentals of compliance management systems based on ISO 37301:2021 requirements in this free online course.

ISO 37301:2021 - Principles of Compliance Management Systems

This compliance management course will familiarize you with the latest compliance management systems standard published by the International Organization for Standardization (ISO). You will learn the basic elements of compliance management systems by understanding the requirements of ISO 37301:2021. In addition, this course will guide you through establishing, implementing, maintaining, and continually improving a compliance management system.

Business-to-Business (B2B) Markets

Types of B2B Buyers

Buying Centers

Stages in the B2B Buying Process

International B2B Markets and E-commerce

In this module, you will learn about the features of business-to-business markets. You will learn also about the types of buyers in B2B markets and the stages in the buying process.

Marketing Channels and Channel Partners

Typical Marketing Channels

Functions of Channel Partners

Marketing Channel Strategies

Channel Dynamics

In this module, you will learn a great deal about the importance and functions of marketing channels. You will learn about the different types and how they are exemplified in real-world businesses. Lastly, you will learn about channel partners.

Buying Behaviour: Situational Factors

Personal Factors and Buying Behavior

Psychological Factors and Buying Behavior

Societal Factors and Buying Behavior

Consumer's Decision-Making Process

Stages in the Buying Process

In this module, you will learn about the various factors that influence the buying behaviour of consumers. You will learn about the social, psychological, personal and situational factors affecting buying behaviours, as well as the consumer's decision-making process.

Components of Strategic Planning

Organizational Objectives and Strategies

Strategic Portfolio Planning Approaches

In this module, you will learn about the components of strategic planning, value proposition and how to develop organizational objectives. You will also learn about some specific portfolio planning methods like the BCG matrix and the General Electric approach.

Marketing Information Systems

Problem Definition and Research Design

Specifying Samples and Form Design

Data Collection and Analysis

In this module, you will learn about the Marketing Information System and its components. You will also learn in detail the steps in the marketing research process.

Customer Communities

Loyalty Management

Customer Satisfaction

Ethics, Laws, and Customer Empowerment

In this module, you will learn about the relevance of ensuring customer satisfaction, and strategies to employ. You will learn also about loyalty management and the ethics to observe.

Principles of Marketing - Course assessment

This free online diploma course explains how to conduct market research to sell yourself and build customer loyalty.

Principles of Marketing

This free online diploma takes you through common buying trends in business-to-business and business-to-customer markets. We show you how to gather market intelligence using market information systems so you can manage and leverage customer communities to build up customer satisfaction and hence loyalty. This comprehensive course teaches you how to get ahead by selling ideas, products or even yourself.

Introduction to B2B Customer Success Management

Customer Onboarding

Customer Support Strategies

Driving Long-Term Customer Success

This module serves as the foundation for understanding the critical role of customer success in the B2B landscape. You will explore the concept of customer success, learning how it differs from customer support and customer experience. Gain insights into the key metrics that define customer success and how to use them effectively.

B2B Customer Success Management - Course Assessment

Explore B2B Strategies to boost customer satisfaction, retention, and business growth in this free online course.

B2B Customer Success Management

Embark on a journey to become a top-tier Customer Success Manager with this expertly designed course, crafted to empower you with the skills and strategies needed to enhance customer satisfaction and ensure loyalty. You'll learn how to drive customer satisfaction, boost retention, and fuel business growth by mastering the strategies of B2B Customer Success Management. Build a high-performing Customer Success team for your customers. Enrol now!

Retail Management Industry, Progression and Skills

Merchandising

Pricing and Displays

In this module, you will learn the basic principles of retail management and how to advance your career in this field. You will learn what is involved in merchandising and pricing and get a thorough overview of the responsibilities of a retail manager.

Checkout, Sales Concept and Required Skills

Consumer Behaviour and Interpretation

Pre-empting and Solving Issues

In this module, you will learn the importance of using the checkout correctly, the factors involved in the sales process, and how to manage any problems that may occur. You will be introduced to the concept of consumer behaviour and its importance to the retail sector.

Trends and How to Use Them

Targeting Customers

Communicating with Customers

Dealing with Unhappy Customers

In this module, you will learn how to effectively target and communicate with consumers so as to maximise your sales. You will gain an awareness of different trends, and learn how best to communicate with the consumers who enter, how to pitch trends to them, and how to anticipate and deal with any problems which may arise.

Retail Environment and Key Concepts

Creating an Environment

Customer Relationships

Dealing with Relationship Issues

In this module, you will learn how to curate a positive and ideal environment within your store. You will learn how to create and maintain good, healthy customer relationships, and how to handle any issues that may arise with customers, so that your retail output will remain high.

Retail Management: Merchandising, Sales and Customer Communications - Assessment

Learn basic merchandising and communications skills involved in retail management with this free online training course.

Retail Management: Merchandising, Sales and Customer Communications

This free online retail management training course will provide a thorough introduction to the basics involved in managing a retail outlet. You will learn the principles behind sales techniques, how to effectively merchandise your products, and the most constructive ways to communicate with your customers. This course is all about how to sell your products and win over your customers, so if you are an aspiring retail manager, get started today.

Introduction to Rental Property Management

Financial Management, Property Maintenance and Relationships

Property Management Software and Sustainability

This module is an introduction to rental property management. You will learn about different types of rental properties and the roles and responsibilities of a property manager. Also, you will discover marketing strategies for attracting potential tenants, the tenant screening and selection process, and the factors affecting financial management.

Rental Property Management Fundamentals - Course Assessment

Learn how to be a successful landlord in this free online course that lays out the basics of rental property management.

Rental Property Management Fundamentals

Do you want to acquire the techniques and best practices used to rent out property? Would you like to know the risks associated with being a landlord and how to reduce them? This course explores the basics of rental property management and explains how property managers find suitable tenants and make sure that the property is properly maintained. We also break down the components of a lessee/lessor relationship to help you interact with tenants.