Marketing Essentials

Master marketing basics with the University of Adelaide

There are many common mistakes businesses make in their marketing efforts, such as spending high amounts or starting campaigns without a clear reason why.

This four-week course from the University of Adelaide will help demystify marketing to ensure you master the basics and avoid marketing mistakes.

Whether you run your own business, you want to develop in your current role, or you simply want an introduction to marketing, this course will arm you with the marketing skills to grow your business.

Learn to identify customer needs

To successfully target your audience, you first need to understand who your customers are. On the course, you’ll learn how to identify your customers and their needs.

With this knowledge, you’ll learn how to create a marketing message and strategy that not only aligns with your customer needs, but also meets the needs of an ever-changing audience.

Delve into your marketing channels

Next, you’ll explore the marketing channels available to you and how your customers use these channels.

You’ll learn the best practices of each marketing channel to reach and connect with your audience with the right language and product features.

Understand the marketing landscape

On the final week of the course, you’ll discover how the market landscape continues to change and how the pandemic has impacted customers. Through this exploration, you’ll learn how you can effectively respond to these changes.

By the end of the course, you’ll have a firm grasp of marketing concepts, know how to connect to your customers, and will have the mindset you need for continued success.

This course is designed for anyone who wants to improve their business performance through marketing.

You may be a business owner, new to marketing, or a business leader who needs a broad overview of marketing.

• Understanding the basics
• Getting started
• Introduction to Week 1
• What is marketing and what makes for successful marketing?
• The frameworks of marketing
• How good marketing works
• Assessment
• Bringing it all together
• Understanding customers
• Introduction to Week 2
• Understanding our customers
• Customer needs and your brand
• Customer needs and your message
• Assessment
• Bringing it all together
• Understanding the channels
• Introduction to Week 3
• Why understand the channels that are available?
• The channels you can use
• Best practice use
• Assessment
• Bringing it all together
• Understanding the landscape
• Introduction to Week 4
• Why understand the landscape?
• The essential mindsets you need to succeed
• What's just over the horizon?
• Assessment
• Bringing it all together
• What's next?