Principles of Marketing

Marketing makes the difference. Learn the fundamentals of marketing and how to apply them in the workplace. This 5 day course covers the core marketing fundamentals including the marketing environment, buyer behaviour, segmentation, targeting, positioning and branding. This course is designed for learners new to marketing.

ūüēĎ Duration – 5 days

Key Outcomes

‚≠ź¬†Marketing Environment

‚≠ź¬†Consumer Buyer Behaviour

‚≠ź¬†Segmentation, Targeting and Positioning

‚≠ź¬†Marketing Mix

‚≠ź¬†Product, Services and Branding

‚≠ź¬†Pricing Strategy

‚≠ź¬†Marketing Channels

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Principles of Marketing

Learn the fundamental concepts of marketing

Principles of Marketing

Marketing is essential to business success. All organisations must create, communicate, deliver, and exchange offerings which add value. This course is designed for beginners who are looking to gain an understanding of fundamental marketing concepts.

Understanding fundamental marketing concepts is the first essential stage to develop a marketing plan for your organisation.

Innoversity‚Äôs online short course on marketing’s fundamentals, Introduction to Marketing, offers a thorough introduction to the topic. You will become familiar with the fundamental concepts of marketing and how to put them into practice over the course of ten weekly lessons.

This course explains the marketing function and how it adds value to organisations. It then follows through the process of developing a marketing strategy for an organisaiton. This course will enable you to understand core marketing principles and how they can be applied in the workplace.

This course includes key marketing models including BCG matrix, segmentation targeting and positioning, 5 P’s and the marketing mix.

Our focused and engaging marketing training course explores how to create a competitive edge by utilising marketing tools and strategies and by adopting a customer-oriented approach.

You will get a deeper grasp of marketing concepts as well as the skills and information necessary to develop and implement an effective marketing strategy by the conclusion of this principles of marketing short course.

Our world class instructors have advanced qualifications and industry experience working for some of the largest international brands and can pass the insight on to you.

Innoversity is a market leading education provider dedicated to enabling people to make the most out of technology. We offer courses in Project Management, Digital Marketing, Web Development, Software Development, Design, Data, AI, Cyber, Cloud, Networking and Business Applications.

Who is it for?

Business Owners & Entrepreneurs

Marketing Executives and Managers

Social Media Executive

Brand Managers

Channel Managers

Online Marketers and Marketing Reps

Learning Path

Develop your marketing skills

Introduction to Marketing

Understand how the marketing function adds value to your organisation. Become familiar with the role of marketing and the variety of associated tasks

The Marketing Environment

This is Timeline description, you can change me anytime click here

Consumer Buyer Behaviour

Examine consumer and organisational buying and spending habits. Understand the psychology of operation when purchases are made. Refine your marketing activities to incorporate the consumers emotions, attitudes and preferences to increase marketing success.

Segmentation, Targeting and Positioning

Learn simple tools to understand your ideal customer. Apply this knowledge to tailor marketing efforts and appeal to your audience.
The Marketing Mix     Product, price, placement and promotion. Design a marketing plan to align with your target audience.

Product, Services and Branding

Align meaning to your products and services which align with your customers values

Pricing Strategy

Understand key strategies how to select the right price for your offering.
Marketing Channels – Examine the many marketing channels available to promote your offering. Understand the optimal medium for marketing success.

Complete your Course!

Skills Covered

Business case
Scope Management
Schedule Management
Resource Management
Risk Management
Quality Management
Quality Management
Project Management Plan
Project Reporting

Tools covered

Stakeholder grid
Risk matrix
Work breakdown structure
Responsibility Assignment Matrix
Network diagram
Gantt chart
Resource histogram
Risk Register
Quality Register

Course Instructors

Katie Gallacher

Digital Marketing Instructor

Katie is an experienced Digital Marketer. Katie has worked for a number of large organisations in a digital marketing capacity. These include and UHY Hacker Young. Katie is an experienced education professional having worked for some of the UK’s largest training providers. Katies interests include SEO, Google Analytics and Social Media Marketing.¬†

Photo of Jack Hall

Jack Hall

Project Management Instructor

Jack is an experienced project manager working developing projects in Marketing, Events and IT. Jack has years of experience as a tutor lecturer and course developer and has worked with a number of the largest training providers in the UK. 

Career Development

Marketing is an in demand skill set required in a number of industries including IT, Engineering, Manufacturing, Construction, Healthcare and Education. Project Managers take business change from concept, through planning and execution. This is a highly transferrable skill set.


Marketing Executive
Source: Glassdoor
Marketing Manager
Source: Glassdoor
Marketing Director
Source: Glassdoor

Job Opportunities

New jobs expected in Marketing

Source: Indeed
Companies prioritising a digital first

Source: Forbes
Growth in Marketing Jobs

Source: Linkedin

The following employers are recruiting Marketers

Skills Development

After successful completion of this course, you could progress on to

Social Selling

Turn your social media channels into a profitable sales channel. Grow your network, build relationships…

View Course

Twitter Marketing

Boost sales, Generate leads, improve customer service, increase brand awareness on twitter. Promote your brand…

View Course

Workplace Productivity

Develop Skills Inhouse

Tech enabled digital talent development ensures colleagues have the skills you need to leverage ever-changing technology in a digital first workplace.

Improve Efficiency

Reduce costs by enabling your team to make use of industry standard best practice. Qualified personnel are more confident and productive.

Win more business

Expand your teams skillset to deliver what your clients need. Upgrade your staff profiles to highlight your team have the skills they need.

Boost Confidence

Fully accredited and internationally recognised certifications provides confidence to your key clients and stakeholders of your organisation’s competency and governance.

Digital Learning Platform

You can access our innovative digital learning platform on any device. At home, in the office or on the move. Learn where suits you best

Everything you need

All the learning materials are included in this course




This qualification is entry level.
No formal qualifications are required

Work Experience

No formal work experience is required.

Required Documents

No ID is required

Language Requirements

Functional Knowledge of English is required

Other Requirements

Computer with webcam and microphone
Stable internet connection

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