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 which include its core values, mission, and culture. The purpose of environmental scanning, the concept of social responsibility, and the factors influencing ethical and unethical 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 learn the situational influences that affect the consumer purchase decision process and also the major psychological and sociocultural influences on consumer behaviour. 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.

An Introduction to Marketing - Course Assessment

Create and strengthen your customer relations to boost profit and productivity with this free online marketing course.

An Introduction to Marketing

This free online course introduces you to marketing. We provide basic advertising skills to enable you to influence the decisions and buying habits of prospective customers. This means using marketing to build stronger relationships and brand awareness to increase income and we can help you sharpen your marketing skills to add more value to the workplace. Effective marketing can help you rise above the noise and chatter of the Information Age.

Marketing as a discipline involves all the actions that a company or individual takes to attract customers and maintain relationships with them. This free online course examines its facets and the diverse factors influencing an organization's interdepartmental marketing activities as it navigates shifting social and environmental forces. We explain how marketing can identify the needs of prospective customers and how to distinguish between marketing ‘mix factors’ and the wider forces driving them. We illustrate how organizations build strong customer relationships and create value through marketing. We also discuss how today’s customer relationship practices differ from those of prior eras and how marketing can benefit different stakeholders. We then explore the elements of an organization’s foundation: its core values, mission and organizational culture. We unpack the reasons why managers use marketing ‘dashboards’ and the ‘marketing matrix’ to analyze data and metrics to assess growth and potential areas of expansion. The course examines the ‘planning’ and ‘implementation’ phase of the strategic marketing process and explains how managers identify and react to deviations from such plans. We help you recognize the purpose of an organization’s environmental scanning to see how marketing activities can be affected by social changes pertaining to demography, culture, economics and technology. We investigate the forms of competition that exist in a market and establish how regulatory forces make sure it can protect both producers and consumers.
The course then moves on to the factors that separate ethical from unethical marketing decisions and provides a framework for choosing ethical behaviour bolstered by attention to social norms, business and industry practices, corporate culture and expectations. We discuss contrasting notions of social responsibility in marketing and the stages of the consumer purchase-decision process. We demonstrate how situational influences like purchasing requirements, social context and physical surroundings affect consumer behaviour while we consider major psychological and socio-cultural influences like motivation, personality, perception and perceived level of risk. We teach you how to distinguish the industrial, reseller and government organizational markets while we study how buying centres and situations influence such purchasing. We help you recognize the importance and nature of online buying in organizational markets and to appreciate the growing role of e-marketplaces.
Lastly, the course reviews the key characteristics of organizational buying that distinguishes it from consumer buying as we map the stages in that process. Marketing shapes the image of the organization and influences how people interact with its products or services (ideally with greater confidence). Marketing finds itself at the centre of creating customer loyalty and keeping it. Without marketing, brands would be unknown and organizations lifeless. Furthermore, advertising and branding help a business boost its sales and increase revenues. This course provides the latest skills, practices and strategies to be successful in your career as you learn to brand both yourself and your organization. Whatever field you choose, from business to the arts and politics, it is vital to be able to sell your services and this course offers you the tools to do so.

2U Powered Degrees Pricing Chart: 112 Programs from $20K – $200K

New Year’s Day Brunch in Abu Dhabi 2026: Packages, Offers & More

University of Sheffield Ends 11-Year Partnership with FutureLearn

2022 Year in Review: The “New Normal” that Wasn’t

Beginning to Program: Review of CS50 Scratch Course

Exploring edX’s “Final” Tax Returns: Revenue Surges, Losses Mount, and Contributions Decline

Coursera Announces Layoffs, Stock Plunges Despite $100M Milestone

The Business of Online Education: Khan Academy Tax Returns Analysis (2008–2021)

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

Udemy Announces Layoffs Without Saying ‘Layoffs’

7 Best Climate Change Courses for 2025: Exploring the Science

7 Best Sketch Courses for 2025

15 Best Lisp Courses for 2025

From Zero to Cybersecurity Analyst: How Google’s Certificate Can Launch Your Career

9 Best GIS Courses for 2025: Navigating Spatial Data

Layoffs Hit Udemy: 20% Out as Some Jobs Move Overseas

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.