Essentials of Marketing

Introduction to the Essentials of Marketing

John Greene, Business Lecturer Email:

Introduction to the Essentials of Marketing

Learn about the impact of marketing on consumer purchasing decisions.

About the Course

This course provides students with essential knowledge of marketing and digital marketing, enabling them to comprehend the impact of marketing on consumer purchasing decisions.

By the end of the course, the student will:

• Gain an understanding of fundamental marketing and digital marketing theories and techniques.

• Understand and develop value propositions that are applied to achieve fit between consumers’ needs and companies’ offerings.

• Understand consumer behaviour and decision-making in order to map out the consumer journey and evaluate the impact of marketing on consumer decisions and journeys.

• Be able to understand and apply campaign marketing techniques that connect with consumers.

• Work with an example brand to complete course tasks and apply marketing and visual marketing techniques.

• Develop the basic visual skills to generate appealing promotional social media marketing videos (TikToks) that engage consumers.

Scope of the Course (Course Credits)

The course is a 3 ECTS credit course which means that students are required to complete 78 hours of work. The course hours are broken down later in this document.

Teaching Methods

The teaching style and methodology: document

STUDENT CENTRED

The teacher’s primary role is to coach and facilitate student learning and overall comprehension of the material.

E-MATERIAL/RESOURCES

Students will be provided with lecture slides, case material and online handouts that are used as resources to complete tasks and aid learning. Students are required to complete practical tasks as part of the course.

E-LEARNING

Learning is carried out via learning material and resources provided online. No class attendance is required.

E-QUIZZES

As part of the assessment/learning criteria students are required to complete quizzes in some sections of the course.

VIDEO LECTURES

Pre-recorded video lectures and practical instructions in the form of screen recorded task completion are used to aid learning.

Currently, there is no plan for online video conferencing lectures, but this may change based on student feedback.

STUDENT TESTIMONIALS: Current Marketing Courses

Student Testimonials

Some of my students’ testimonials.

“The information we got had a clear goal. This motivated me to learn more and pay attention in classes!”

- Student Marketing Strategy & Practice

“This course overall was my favorite among all the social media marketing / branding classes I took. It was very comprehensive.”

- Student Digital marketing

“I really enjoyed that start of this course but in some of the last sections I found it was not as good. Overall it was a useful course to attend.”

- Student Facebook & Instagram Marketing

“The content was sometmes a little difficult but overall I felt it was a good course.”

- Student Facebook & Instagram Marketing

i: Section: Introduction

Introduction to the course

Course Content

Introduction to the lecturer & the course

Introduction to the contents and tasks

Introduction to the basic technical details

Module 1: Introduction to Marketing

Introduction to Marketing Part 1

Introduction to Marketing Part 2

Introduction to Marketing Quiz

Content Module 1.1: Introduction to FINNBERRY + Customer Archetype Task

Introduction to FINNBERRY Customer Archetype Content Task

Content Module 1.2: Consumer Decision-Making Process + Value Proposition Canvas Task

The consumer Decision-Making Process

Value Proposition and the Value Proposition Canvas The Value Proposition Canvas Task

Module 2: Introduction to Digital Marketing

Introduction to Digital Marketing Part 1

Introduction to Digital Marketing Part 2

Digital Marketing Quiz

Content Module 2.1: Customer Journey + Customer Journey Mapping

Consumer/Customer Journey Mapping Customer Journey Map Task

Module 3: Campaign Marketing Module

Campaign Marketing Part 1

Campaign Marketing Part 2

Content Marketing Quiz

Module 4: TikTok Marketing

Introduction to TikTok

The key ingredients of a great TikTok post TikTok Marketing Quiz

Content Module: TikTok Marketing in Practice

Video Creation CapCut Account Setup

FINNBERRY Video Creation Getting Started with CapCut

FINNBERRY Video Creation CapCut PART 2

FINNBERRY Video Creation CapCut PART 3

Create a TikTok for FINNBERRY

TBC

*Content & timing may change depending on feedback & progress. I will try to avoid too many changes.

Course Tasks/Assignments

Module 1: Introduction to Marketing

Introduction to Marketing Quiz

Total Task Percentage 15%

Content Module 1.1: Introduction to FINNBERRY + Customer Archetype Task

Customer Archetype Content Task

Total Task Percentage 20%* (Select 2 from 4 tasks to complete)

Content Module 1.2: Consumer Decision-Making Process + Value Proposition Canvas Task

The Value Proposition Canvas Task

Total Task Percentage 20%* (Select 2 from 4 tasks to complete)

Module 2: Introduction to Digital Marketing

Digital Marketing Quiz

Total Task Percentage 15%

Content Module 2.1: Customer Journey + Customer Journey Mapping

Customer Journey Map Task

Total Task Percentage 20%* (Select 2 from 4 tasks to complete)

Module 3: Campaign Marketing Module

TikTok Marketing Quiz

Total Task Percentage 15%

Module 4: TikTok Marketing

TikTok Marketing Quiz

Total Task Percentage 15%

Content Module: TikTok Marketing in Practice

Create a TikTok for FINNBERRY

Total Task Percentage 20%* (Select 2 from 4 tasks to complete)

TBC

Moodle Quizzes: Some course modules will have a moodle quiz available, which checks students knowledge of that module. Quizzes can be multiple choice, short answers, essays and small tasks. About 3 - 10 questions per quiz.

*Content Tasks: Students choose two out of four content module tasks to complete. More information in Moodle.

Evaluation criteria - satisfactory (1-2)

Sufficient performance: showing just enough understanding of the subject to merit a passing grade but requiring greater effort to achieve a more satisfactory result

Evaluation criteria - good (3-4)

Good performance: showing a strong understanding of basic concepts and a good grasp of techniques, but with certain minor problems still requiring further attention.

Evaluation criteria - excellent (5)

Excellent performance: not only fulfils all standard requirements but demonstrates originality and imagination

Student Workload

An online spreadsheet of the student workload will be provided to students in the learning environment so that you can view the exact breakdown of hours across the course tasks. The course workload requires some degree of flexibility as we move through the weeks. Students views of the course and content will impact on the workload. As this course is a fully online course, students are expected to carry out self-directed learning.

“ In its broadest meaning, self-directed learning describes a process in which individuals take the initiative...”

Self-directed learning

In its broadest meaning, self-directed learning describes a process in which individuals take the initiative, with or without the help of others, in diagnosing their learning needs, formulating learning goals, identifying human and material resources for learning, choosing and implementing appropriate learning strategies, and evaluating learning outcomes.

(Knowles, 1975, p. 18)

Books

Course books, both offline and online are used to create the learning material. Learning material will also be provided in the form of online handouts and links to online resources.

Kotler, P. and Armstrong, A., 2023. Principles of Marketing 18th ed. Harlow: Pearson Education Ltd.

Dave Chaffey and F. Ellis-Chadwick. 2022. Digital Marketing: Strategy, Implementation and Practice 8th Edition, Pearson. Older edition available as an E-book via Metcat https://metropolia.finna.fi/

Hollensen, Svend 2020. Global Marketing 8th ed: Pearson Education Ltd.

Godin, Seth 2018, This is Marketing 1st ed: Portfolio Ltd.

Books & learning resource links will be updated in the course environment

Learning Environment

Moodle

SUPPORT

A discussion forum is available in Moodle to ask questions about the course, assignments etc.

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CONTENT TASKS

These are tasks students are expected to complete in some of the content modules.

VIDEO LESSONS

Videos lesson are provided in all modules of the Moodle course environment.

MOODLE QUIZZES

Some modules contain Moodle quizzes..

READING TASK

In some sections of the course, students will be provided with further reading material and in some cases, tasks may be provided.

The Process

UNDERSTAND

Understand the fundamentals of marketing and digital marketing theories and techniques.

LEARN

Learn how value propositions are applied to achieve fit between consumers’ needs and companies’ offerings.

DEVELOP & APPLY

Apply campaign marketing techniques that connect with consumers.

CREATE & LAUNCH

Create appealing promotional social media marketing videos (TikToks) that engage consumers.

15 Years of Experience Teaching Marketing & Other Subjects LECTURER

Hi,

John here, I will be your lecturer for this Introduction to the Essentials of Marketing Course. I am originally from Dublin, Ireland.

I have 15+ years of teaching experience, specialising in Marketing, Digital Marketing, and Entrepreneurship. Also, I consult small businesses on digital marketing.

This is a brand new course, launching for the first time during the summer of 2024. The main objective of this course is to offer short modules that give you a preview of my more comprehensive courses in Integrated Marketing, Digital Marketing, Facebook & Instagram Marketing, etc.

The course will provide you with essential knowledge of marketing and digital marketing, enabling you to understand the impact of marketing on consumer purchasing decisions.

If you have not studied marketing before, this course will provide you with a good grounding for an introduction to marketing and digital marketing course. If you have studied marketing or completed an introduction to marketing course, there should be some familiar topics covered in this course. However, there is a stronger emphasis on the connection between creating and launching marketing campaigns and their impact on consumers purchasing decisions.

I hope that students will get a lot of knowledge and practical skills from this course.

I look forward to working with you and hearing your views about the course.

ESSENTIALS OF MARKETING