Basics of Marketing

EOM_450pxCourse Description:

This is a mini version of ‘Essentials of Marketing’. The aim is to provide students with the basic knowledge and understanding of the key principles of Marketing. Learning will be through contents delivered on the web, videos and extra readings.

Aim of this course:

This module provides an understanding of the basic and fundamental concepts and terminology used in marketing. It provides a knowledge and understanding of the role and function of marketing within organizations and explores the factors that can influence consumer behaviour. The module outlines the concepts and elements which make up the marketing mix and shows you how they are applied in context.

Students will learn strategic challenges and opportunities created by the dynamic nature of markets. You will also study marketing strategies, and determine which ones are relevant and feasible for your organization and which ones can maximize the bottom line.

Who can benefit from this course?

The course is aimed at high school and college students, non-managerial staff and first-line managers. Younger students may benefit who are interested in acquiring basic knowledge in marketing by learning the key principles from world-renowned experts. This course is also well-suited for college-aged students who are not currently studying any subject related to economics (such as architecture, design etc.) and who want to build their potential and increase later job opportunities. Lastly, the course also targets the working sector, practitioners and entrepreneurs who want to better apply marketing strategies and tools to their daily work.

Course Structure:

  1. The Nature of Marketing: Creating and Capturing Customer Value
  2. Marketing Research & Gaining Consumer Insights
  3. Creating Value through Products and Brands
  4. Creating Value through Pricing
  5. Creating Value through Distribution
  6. Creating Value through Communication

TextbookEntry Requirements:

None required; this course is open to all.

How long will this course take?

  • E-Learning (video): 25 hours (recommended, although actual videos are 6 hours long.)
  • E-Book Learning: 45 hours
  • Total E-Learning: 70 hours
  • Online Test: 2 hours


Online assessments are included, which are comprised of multiple choice questions as well as essays and discussion questions. To gain the certificate, a student should achieve a minimum score of 60% which results in a “satisfactory” degree.


Participants will receive a certificate with their respective performance with a unique ‘Registration Number’. Authentication of this certificate can be verified at

With Subtitles:

This course is also available with Arabic, Japanese, Portuguese, Spanish & Turkish subtitles (videos) only through our partners. For detail, email: