Overview:

The course is designed to equip scientists, engineers and other non-marketers — from undergraduate students to executives — seeking to build the essential marketing skills needed for workplace success. Our interactive exercises and AI-powered personalisation adapt to your individual level, ensuring a tailored learning experience.

Discover the fundamental principles of marketing and how to apply them to improve customer relationships, inform product development, and create impactful marketing strategies. Learn how to conduct market research, analyse customer behaviour and develop strategies grounded in cutting-edge academic and industry insights.

Our innovative online curriculum blends theory with real-world applications, emphasising project-based learning. You will also gain exclusive access to Word, Notion and Excel templates, frameworks and actionable strategies from leading business professionals and academics, equipping you to thrive in the competitive marketing landscape.

Learning Objectives:

1. Explain core principles of a customer-centric marketing orientation and articulate its benefits for organisations.

2. Conduct market research to identify your ideal target customers, including the creation of detailed buyer personas.

3. Develop a comprehensive marketing strategy that aligns with your business goals, outlining key tactics and channels.

4. Design and implement a practical marketing plan with defined timelines, budgets and success metrics.

5. Adapt your marketing strategies to effectively reach and engage customers in diverse global markets.