About the course

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 business and management course will help you understand the role of marketing and introduce you to the latest tools to help create value and competitive advantage for an enterprise. In an exciting age where innovation and new business models are required to stay ahead of competitors, we explore how new players in a market can achieve impact through marketing, providing you with unique insight to even apply within your own business venture.

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, channels and integrated marketing communications to win against competitors, attract customers and build brand loyalty.

No previous knowledge of marketing is needed. All you need is an open-mind and the ability to think creatively.

What you will learn

By the end of this course, you will be able to understand:

  • How marketing creates value;
  • How marketing can influence perceptions, purchasing and loyalty;
  • How segmentation, targeting and positioning can lead to more effective and profitable marketing;
  • How successful brands are developed and sustained;
  • How design, pricing, distribution, communication, people, process and physical evidence can be used to build compelling and profitable marketing strategies;
  • How to develop digital marketing strategies, particularly through gamification.

About the instructors

Malcolm Kirkup is Professorial Director of MBA Programmes and Educational Innovation at the University of Edinburgh Business School. He received his BA (Hons), MSc and PhD from Exeter, Cranfield and Lancaster Universities in the UK.

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

Kristina Auxtova tutors an introduction to marketing course and business research methods course at the University of Edinburgh Business School. She is passionate about teaching and research that leads to social betterment, including stakeholder interpretation of shocking, offensive and controversial appeals in charity advertising.

Duration: 6 weeks, 2-3 hours per week

Language: English

Instructors: Malcolm Kirkup, Asanka de Silva, Kristina Auxtova

Institution: The University of Edinburgh