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A Marketing Principles Course introduces the essential concepts behind effective marketing, including customer value, market analysis, segmentation, targeting, positioning, the marketing mix and marketing planning.
Overview of Marketing Principles Course Online
Marketing can feel complicated when you hear about branding, pricing, targeting, customer journeys and strategy all at once. The easiest way to move forward is to understand the fundamentals first.
This Marketing Principles Course takes you step by step through how organisations understand markets, create customer value and make better marketing decisions. You will explore market analysis, competitive advantage, segmentation, targeting, positioning, pricing, distribution, promotion and customer relationships before seeing how these elements come together in a structured marketing plan.
This beginner-friendly course can help you:
- Understand what marketing is and why it matters.
- Identify customer needs and sources of value.
- Analyse markets, competitors and business environments.
- Segment audiences and select suitable target customers.
- Position products or services more clearly.
- Understand product, price, place and promotion decisions.
- Explore customer relationships and the sales funnel.
- Learn how marketing activity can be planned and measured.
If you want a Marketing Course for Beginners that explains the whole picture before you specialise, this course provides an accessible starting point.
Exclusive Course Glimpse
Learning Outcomes
By completing this course, you should be able to:
- Explain the purpose and core principles of marketing.
- Describe how organisations create customer value.
- Identify factors that influence competitive advantage.
- Analyse external and internal marketing environments.
- Apply basic SWOT and TOWS analysis.
- Distinguish industries, sectors and target markets.
- Segment customers and identify suitable target groups.
- Explain positioning within a competitive market.
- Evaluate product, pricing, distribution and promotional decisions.
- Understand customer relationship marketing and sales funnels.
- Recognise useful marketing metrics and performance indicators.
- Explain how different elements combine within a marketing plan.
Why Choose This Marketing Principles Course?
For beginners, the hardest part of marketing is often knowing how all the pieces connect.
This Marketing Fundamentals Course gives you a structured route from core concepts through analysis, customer targeting, planning and measurement rather than leaving you to piece together disconnected marketing advice.
- Beginner-friendly learning – no previous marketing qualification required.
- Strong foundations – understand customers, markets, competition and value.
- Recognised marketing frameworks – explore SWOT, TOWS and value-chain thinking.
- Practical planning focus – see how individual decisions form a marketing plan.
- Commercial relevance – connect marketing choices with customers and business objectives.
- Broad subject coverage – explore segmentation, positioning, pricing, promotion and CRM.
- Flexible online study – learn around work or other commitments.
- CPD-accredited learning – support your continuing professional development.
CIM’s current Marketing Principles training similarly focuses on customer value, planning frameworks, market research, segmentation, positioning, customer journeys and measuring effectiveness.
Certificate of Achievement
- CPD Accredited Certificate
- Digital Certificate
- Professional Recognition
- CV & LinkedIn Enhancement
- Proof of Professional Skills
Who Is This Course For?
This course is particularly suitable for:
- Complete beginners exploring marketing.
- Marketing assistants and junior executives.
- Business and management students.
- Small-business owners and entrepreneurs.
- Sales and customer-service professionals.
- Career changers considering marketing roles.
- Managers with some marketing responsibility.
No previous marketing experience is required.
Career Opportunities in the UK
A Marketing Principles Course can provide useful foundation knowledge for careers involving customers, campaigns, market research and marketing planning. Further practical experience, digital skills or professional qualifications may also be required.
Marketing Executive
Marketing executives help promote products, services and brands through campaigns, research and communications. Understanding customers, segmentation and marketing planning is directly relevant to this role.
Typical UK salary: £23,000–£50,000 per year.
Market Research Executive
Market research executives investigate customer opinions, behaviour and market trends to support business decisions.
Typical UK salary: £20,000–£36,000 per year.
The course’s market-analysis and segmentation topics provide useful introductory knowledge for this pathway.
Advertising Account Executive
Advertising account executives manage client relationships and help coordinate advertising campaigns.
Typical UK salary: £24,000–£40,000 per year.
Marketing-mix, customer and positioning knowledge can complement broader advertising skills.
Public Relations Officer
PR officers manage communications and help organisations build and protect their reputation.
Typical UK salary: £22,000–£40,000 per year.
Understanding audiences, positioning and communication can support further development in this field.
Marketing Manager
Marketing managers plan how organisations promote products, services or brands and oversee wider marketing activity.
Typical UK salary: £30,000–£65,000 per year.
This course provides foundation knowledge, but management roles normally require substantial experience and wider strategic responsibility.
Entry Requirements
- No formal qualifications are required.
- No previous marketing experience is needed.
- Basic written English is recommended.
- Access to an internet-connected device is required.
- An interest in customers, business or marketing is helpful.
Start with the fundamentals, understand why marketing decisions are made, and build the foundation you need before progressing into digital marketing, strategy, management or other specialist areas.
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Frequently Asked Questions -
Yes. No previous marketing experience is required. The course starts with core principles before progressing into customer analysis, targeting, positioning, pricing, promotion and planning.
This Marketing Fundamentals Course helps you understand customers and markets, analyse competition, segment and target audiences, position products or services, explore the marketing mix and understand how these elements contribute to a marketing plan.
Marketing principles include understanding customer needs, creating value, analysing markets, identifying target audiences, developing suitable positioning and making decisions around product, price, distribution and promotion.
Yes. It is particularly suitable for learners who want to understand how marketing works as a whole before progressing into specialist areas such as digital marketing, social media, SEO or advanced marketing strategy.
Yes. You will explore important marketing decisions relating to products, pricing, distribution and promotion and understand how these elements contribute to broader marketing activity.
Yes. These are important parts of the curriculum. You will learn why organisations divide markets into customer groups, select suitable audiences and position their products or services within competitive markets.
The course can help you develop foundational knowledge relevant to entry-level marketing pathways. However, employers may also require practical experience, digital skills, a portfolio or additional qualifications depending on the position.
Yes. After successfully completing the course, learners can receive a CPD-accredited digital certificate demonstrating course completion and continuing professional development.
Course Curriculum
| Section 01: Marketing And The Firm | |||
| Marketing and the Firm | 00:01:00 | ||
| Marketing Orientation and Context | 00:01:00 | ||
| Creating Value and Competitive Advantage #1 | 00:01:00 | ||
| Creating Value and Competitive Advantage #2 | 00:01:00 | ||
| Marketing Definition | 00:01:00 | ||
| Marketing Exchange | 00:01:00 | ||
| Marketing Interactions #1 | 00:01:00 | ||
| Marketing Interactions #2 | 00:02:00 | ||
| BCG’s Advantage Matrix Model | 00:01:00 | ||
| Section 02: Situational Marketing Analysis | |||
| External Environment – Analysis #1 | 00:01:00 | ||
| External Environment – Analysis #2 | 00:01:00 | ||
| External Environment – Analysis #3 | 00:01:00 | ||
| External Forces Facing Marketing | 00:01:00 | ||
| Demographic Shift | 00:01:00 | ||
| Demographic Changes | 00:02:00 | ||
| Stakeholder Mapping #1 | 00:01:00 | ||
| Stakeholder Mapping #2 | 00:01:00 | ||
| Section 03: Microenvironments – Industry And Market | |||
| Microenvironments – Industry and Market | 00:01:00 | ||
| Difference between an Industry and a Sector | 00:02:00 | ||
| Common Mistakes #1 | 00:02:00 | ||
| Common Mistakes #2 | 00:01:00 | ||
| Market Analysis #1 | 00:01:00 | ||
| Market Analysis #2 | 00:01:00 | ||
| Internal Firm Analysis and Environment Analysis | 00:02:00 | ||
| Enterprise Value Chain Analysis #1 | 00:01:00 | ||
| Enterprise Value Chain Analysis #2 | 00:01:00 | ||
| Enterprise Value Chain Analysis #3 | 00:01:00 | ||
| Porter’s Value Chain | 00:01:00 | ||
| Elements in Porter’s Value Chain #1 | 00:01:00 | ||
| Elements in Porter’s Value Chain #2 | 00:01:00 | ||
| SWOT – Gap Analysis | 00:02:00 | ||
| TOWS and Building Conversion Strategies | 00:01:00 | ||
| Section 04: Formulating A Marketing Plan – Building Components | |||
| Formulating a Marketing Plan – Building Components #1 | 00:01:00 | ||
| Formulating a Marketing Plan – Building Components #2 | 00:02:00 | ||
| Formulating a Marketing Plan – Building Components #3 | 00:01:00 | ||
| Product Life Cycle and Building a Product Strategy | 00:01:00 | ||
| Segmentation and Targeting– Geography, Consumer Behaviour and Cultures | 00:01:00 | ||
| Positioning Your Market Offering | 00:01:00 | ||
| Pricing Your Product for the Market | 00:01:00 | ||
| Channels and Distribution | 00:01:00 | ||
| Promotion and Brand Advertising | 00:01:00 | ||
| Business Development and Customer Relationship Marketing (CRM) | 00:01:00 | ||
| Hard-selling | 00:01:00 | ||
| Sales Funnel | 00:01:00 | ||
| Stages in the Sales Funnel | 00:02:00 | ||
| Section 05: Executing The Marketing Plan | |||
| Action Planning, Roles and Responsibilities | 00:01:00 | ||
| Metrics and Measures | 00:02:00 | ||
| Marketing and Information Technology | 00:01:00 | ||
| Marketing Information (MIS) Systems: Sorting Data and Reporting | 00:02:00 | ||
| Marketing and Information Technology | 00:01:00 | ||
| The Marketing Profession and Building the Marketing Team | 00:01:00 | ||
| Order Your Certificate | |||
| Order Your Certificate | 00:00:00 | ||
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