Marketing Fundamentals and Case Studies
Learning Path | 3 Course Series | 2 Mock Tests

The Marketing Course introduces learners to essential marketing principles and then builds on this foundation through detailed case studies that connect theory with real-world application. It is designed to help beginners and professionals strengthen their understanding of how marketing drives business strategy.

1. Marketing – A Beginner's Guide

This opening module familiarizes learners with the core concepts that shape modern marketing. It explains how the marketing mix influences decision-making, breaks down the segmentation and targeting process, and explores the motivations behind consumer choices. Learners also discover the role of research in generating actionable insights and study various distribution channels that link brands to customers. The module concludes with an introduction to digital marketing fundamentals, including social media, content strategy, and search engine optimization.

2. Marketing Case Study – Brand Matrix

In this case-based module, participants examine how strong brands are built and sustained. They analyze positioning strategies that help brands stand out, study the elements that shape brand identity and image, and understand how brand equity is measured and managed. The case also covers brand extension opportunities and the complexities of entering new categories. Learners review communication and promotional strategies that effectively engage customers and strengthen brand recognition.

3. Marketing Case Study – New Market Penetration

This module focuses on strategies for entering and thriving in new markets. Learners evaluate different market entry approaches, conduct competitive assessments to identify opportunities and risks, and explore tactics to expand reach through product adjustments, pricing strategies, and distribution planning. The module also applies segmentation and targeting frameworks to new-market contexts and introduces key marketing metrics to track performance and refine penetration strategies.

By the end of the course, learners develop a solid understanding of marketing fundamentals and practical insights from real case studies. They become equipped to design effective marketing strategies, assess brand performance, and make informed decisions that support business growth across varied markets.

• A general grasp of core business ideas, such as market forces, customer behavior, and strategic planning, helps learners build a strong starting point for understanding marketing concepts.
• Effective written and verbal communication skills are valuable, as they support crafting compelling marketing messages and interpreting consumer expectations.
• Strong analytical thinking allows learners to evaluate market patterns, interpret consumer data, and assess key performance metrics to make well-informed marketing decisions.
• Being comfortable with digital tools and online platforms is advantageous, as digital marketing has become a central component of today's marketing landscape.
• An inquisitive approach and eagerness to learn are important, as marketing continues to evolve with shifting customer preferences and emerging technologies, requiring continuous adaptation and growth.

• Individuals seeking to gain a solid grasp of marketing principles and understand how to implement them in real-world situations.
• Entry-level professionals or those shifting into marketing roles who wish to build essential skills and foundational knowledge.
• Small business owners and entrepreneurs are looking for practical marketing approaches to showcase and grow their products or services successfully.
• Marketing practitioners looking to deepen their expertise through hands-on case studies and real-world insights.
• Anyone interested in exploring marketing principles and understanding how strategic marketing contributes to business success across various industries.