Introduction to Marketing

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15.00 ساعة تعليمية
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Do you 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 Introduction to Marketing course will help you understand the role of marketing and introduce you to the latest tools to help create value and competitive advantage. We explore how new businesses can achieve impact through marketing, providing you with unique insight to apply within your own business.

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, communication channels to win against competitors, attract customers and build brand loyalty.

Using real businesses as case studies, you will learn how companies such as Skyscanner, Vegware and Social Bite utilise marketing to build their brand, reach new customers and futureproof their businesses.

Through this course, you will develop a set of practical skills to set an enterprise apart.

No previous knowledge of marketing is needed. All you need is an open-mind and the ability to think creatively. This is the first of two courses that form the Professional Certificate in Digital Marketing Fundamentals. Upon completion of this course, you will be well positioned to learn about digital marketing.


Ewelina Lacka
Ewelina Lacka

Dr Ewelina Lacka is a Lecturer in Digital Marketing & Analytics at the University of Edinburgh Business School. Her research provides insights into major streams in digital marketing, in particular the adoption and use of digital technologies. She also investigates issues related to the use of user-generated content and Big Data. Over the past few years, Ewelina has gained significant teaching experience and effectively implemented and managed a range of digital technologies to enhance students learning experience.

Malcolm Kirkup
Malcolm Kirkup

Malcolm Kirkup is Dean and Pro Vice-Chancellor at Westminster Business School. He received his BA (Hons), MSc and PhD from Exeter, Cranfield and Lancaster Universities in the UK.

Asanka de Silva
Asanka de Silva

Business School alumnus and associate, Asanka is a marking practitioner with experience of leading change in global brands such as Coca-Cola, John West and the Famous Grouse.

Vrinda Narain
Vrinda Narain

I graduated from the University of Edinburgh in 2021 with a Marketing degree. Digital Marketing was one of my favourite courses in the programme and the one I scored highest in which is why I decided to specialise in it. I also worked as a digital marketing intern with the online learning team at the university to promote online courses and as a Business School student ambassador to support students. After my graduation, I decided to work with small businesses in Scotland to improve their digital marketing practices during the pandemic.