Marketing fundamentals

What you will be able to do

Skills you add to your Herizon profile when you finish: Marketing Fundamentals.

• Explain what marketing is and how it fits into a business
• Position a product and write a message for a specific audience
• Learn about customers with no budget and turn what you learn into a profile
• Use the marketing funnel to find where people are lost
• Pick channels for your audience and budget
• Write copy that gets people to act
• Plan a campaign, a budget and a calendar
• Choose the metrics that matter, read Google Analytics and report results
• Build a one-page marketing plan you can really use

Who it is for

People who are starting a career in marketing, or moving into marketing from another field. Also people at a small company where marketing just became part of their job. You need no marketing background. The course is about hands-on skills you can use right away.

The situation you work through

Sanni, a junior marketer at Kuura, a small Finnish sock brand, plans the 6-week launch of one hiking sock, Kuura Trail, with a budget of 3,000 euros and a target of 250 pairs, from the first customer conversation to a one-page plan.

Your practice task

Plan a launch for one real product, service or event: talk to at least three possible customers, write a positioning statement and a main message, work a sales goal backwards through a funnel, pick up to four channels with a job and a number each, and set a budget with a reserve, a four-week calendar and three metrics with targets. Submit a one-page marketing plan with the eight parts and a short note on your evidence.

What is inside

1. What marketing is
2. Positioning and messaging
3. Understanding your customer
4. The marketing funnel
5. Choosing channels
6. Content as a channel

and 9 more pages

Finish with a short quiz to earn your certificate.