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

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

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

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

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

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

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

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