Online Microcredential in Business & Management

Business Management: Marketing Principles and Practice

Develop your marketing skills and knowledge to help you make better business decisions and achieve your professional goals.

Created by

The Open UniversityThe Open University

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Gain the marketing skills you need to level-up your management career

From understanding customer behaviour to designing products and services that meet customer needs – marketing techniques and tools are used to solve management problems in a diverse range of professional contexts.

Whether you work in a commercial or non-commercial industry, as a management professional it’s crucial to understand the value of marketing and its impact on various business functions.

This microcredential will introduce you to the core principles of marketing – covering offline and digital perspectives.

Through an exploration of best-practice marketing approaches, you’ll enhance your marketing knowledge, improve your professional decision-making, and adapt your approach to solving business challenges, whatever your role or sector.

Underpinned by the latest academic thinking, this microcredential covers practical marketing examples and learning accounts from diverse international brands, as well as local charities and social enterprises in industries from manufacturing and retail to professional services and healthcare.

You’ll develop your understanding of key marketing topics like trends, customer motivation, and delivering customer value, and learn how to gather and use data to make effective management decisions.

You’ll also build a toolkit for creating products and services that meet your customer’s needs and that differentiate your product from your competitors’ offerings.

For learners based in Northern Ireland, fully funded places are available and you may be eligible to join this course for free. Applications for funded places close on 1 October 2021. Places are limited so we recommend you apply as soon as possible. More information: https://www.open.ac.uk/courses/choose/skill-up

Industry statistics

  • Median base salary

    £42,500
  • UK job openings/month

    1,966

What skills will you learn?

  • Identifying customers’ motivations and responding to them
  • Analysing the environment to identify marketing opportunities
  • Establishing effective relationships with stakeholders
  • Interpreting and using data to inform marketing decisions
  • Managing customers’ willingness to pay
  • Developing communication strategies appropriate for your product or service
  • Positioning your offer to attract the right customers
  • How to build compelling business and personal brands
  • Identifying customers’ perceptions of risk & addressing them
  • Leveraging relationships with distributors for marketing success
  • Differentiating your offer from the competition

What you will achieve

By the end of the microcredential, you’ll be able to...

  • Solve a range of commercial and non-commercial marketing problems using appropriate tools and concepts
  • Apply the latest tools of product and service design, distribution management and pricing to real situations
  • Collect relevant information for marketing decision making
  • Interpret a variety of different types of information from different information sources
  • Evaluate and implement appropriate exchange methods, including relationships in different situations

Are you eligible for this microcredential?

This microcredential is ideal for business professionals who wish to broaden their understanding of marketing and develop knowledge and skills to improve their performance at work.

This is an introductory course and no previous knowledge of marketing is required. You do not require any specific experience or qualifications to enrol.

The course draws on practical examples from many industries and will help you to develop marketing skills that are transferable to a diverse range of sectors and organisations.

Is this microcredential right for you?

This microcredential will increase your confidence in applying marketing principles to your work and using marketing concepts to solve business problems.

In particular, it will enhance the employability of:

  • Professionals who would like to progress to management level.

  • Professionals who are new to a marketing role or work in marketing but lack formal qualifications.

  • Senior professionals looking to develop their marketing and management skills.

  • Self-employed professionals looking to develop their skills and knowledge of marketing.

Syllabus

What happens before, during, and after your microcredential

  • Before learning

    You’ll have access to our online welcome area where you’ll be able to start conversations with your fellow learners and read any announcements or information relating to your microcredential.

  • Course

    From 25 Oct 2021

    Business Management: Marketing Principles and Practice

    Develop your marketing skills and knowledge to help you make better business decisions and achieve your professional goals.

    10 weeks

    10 hours per week

  • After learning

    Once you’ve successfully completed the microcredential, you’ll receive your academic credits from The Open University.

What you will receive

10 UK credits at Undergraduate level from The Open University

You’ll receive an Open University certificate confirming that you have received 10 academic credits at Undergraduate level. Credits are awarded on passing the final assessment.

Find out how credits work and where you can use them in our FAQs.

What is a microcredential?

Microcredentials are designed to upskill you for work in rapidly-growing industries, without the time and cost commitment of a full degree. Your microcredential can stand alone as an independent credential, and some also offer academic credit to use towards a degree.

Learn online with expert instructors

Complete online courses led by experts over 12-16 weeks with a dedicated group of professionals.

Complete project-based assessments

Test your understanding with online tutor-marked assessments and exercises.

Earn a professional credential

Finish your learning and pass your assessments to gain an accredited credential.

Advance further in your career

Use your microcredential as evidence of your specialised skills and progress further in your industry.

Career-focused learning by The Open University

The Open University (OU) is the largest academic institution in the UK and a world leader in flexible distance learning, with a mission to be open to people, places, methods and ideas.

  • Established

    1969
  • Location

    Milton Keynes, UK
  • World ranking

    Top 510Source: Times Higher Education World University Rankings 2020

Delivered by experts

Haider is a Lecturer in Marketing at the Open University and a visiting Professor at other Universities. He has consulted & taught globally and published in the Journal of Marketing Management.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps, but you can complete them as quickly or slowly as you like
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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When would you like to start?

We aim to run our microcredentials every few months. Join on the date that suits you or register to hear about future runs and updates.

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FAQ

We can accept payments made by card (Visa, Mastercard and American Express) or PayPal via our online system.

You will have 14 days from the day the course starts to apply for a refund. You can find more information in our cancellation and refund policy.

Microcredentials are designed to fit around your life and timezone.

There may be live events as part of your studies, but these will be recorded and can be watched afterwards if you aren’t online for the live broadcast.

No, microcredentials are designed to be taken anywhere in the world. You won’t need the right to study in the country where the university offering the microcredential is based.

Microcredentials are stand-alone products, designed to meet specific learner and employer needs and offer a credential in their own right. Those awarded by The Open University have a credit value at either undergraduate or postgraduate level, and this may in the future be used towards qualifications (for example, a Bachelor’s Degree, Diploma of Higher Education or Postgraduate Certificate) at The Open University, or potentially at another university (subject to the agreement of the receiving institution).

Want to know more? Read the microcredential FAQs, or contact us.