MARKETING FUNDAMENTALS Knowledge unit 1 Marketing defined What is marketing, what it means to be a marketer

MARKETING FUNDAMENTALS Knowledge unit 2 Marketing’s Role Why marketing is important and where marketing fits in organization

MARKETING FUNDAMENTALS Knowledge unit 3 Branding What branding is, why it is important and examples of great brands

MARKETING FUNDAMENTALS Knowledge unit 4 Brand Architecture How to define a brand’s core elements

MARKETING FUNDAMENTALS Knowledge unit 5 Style Guides A simple yet highly effective tool for brand consistency

MARKETING FUNDAMENTALS Knowledge unit 6 Market Research Understanding how market research leads to better marketing decisions

MARKETING FUNDAMENTALS Knowledge unit 7 Buyer Personas How to use buyer personas to build effective marketing campaigns

MARKETING FUNDAMENTALS Knowledge unit 8 Customer Journeys How prospective customers move from awareness to purchase