Marketing Foundations (2025)

What does it take to think like a marketer? This course covers the knowledge and tools you need to design, deliver, and communicate value in a dynamic, customer-driven marketplace.
Course details
Marketing is more than communications-it's the strategic function that helps organizations understand customer needs, design valuable offerings, and deliver meaningful experiences that drive growth. In this course, author, professor, and marketing executive Dr. Marta Dapena Barón covers the role of marketing in organizational success, explaining how to analyze markets, customers, and competitors, and apply key frameworks to design compelling value propositions. Marta explores how to develop products and services, set pricing strategies, and evaluate integrated communication plans that reach audiences effectively. Along the way, she shows you how AI and digital channels integrate into a marketer's work, emphasizing the importance of measuring impact and adapting to change. When you finish this course, you'll be ready to start implementing what you've learned to develop a marketing strategy that contributes to business performance and customer satisfaction.
Homepage