Introduction to Marketing Management - Revised

Marketing Management
Free Course
This course explains the marketing process and how organizations conduct marketing to achieve effectiveness, the core marketing concepts, case studies of successful and failed marketing strategies. Learn about the marketing of services, and market theory evolution and criticisms.
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  • Duration

    2-3 Hours
  • Assessment

  • Certification

  • Responsive

  • Publisher





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Introduction to Marketing Management is a free Alison course that exposes you to the marketing process and how organizations conduct marketing. Effective marketing is essential in order for a business to be successful so it is important to have knowledge in the area. The course begins by introducing you to the process of marketing. You will learn how the marketing process operates. You will be introduced to core marketing concepts that are important to know before conducting any marketing. You will also learn about real-world examples where different companies have either failed or succeeded in their marketing strategy.

Furthermore, you will learn about how services are marketed. You will learn how the marketing of services is different from the marketing of goods. You will learn how marketing theory has changed over the years and what marketing theory is prevalent today. Finally, you will learn about the limitations that can exist with marketing theory. You will also learn about criticisms that have been made about marketing theory. This will give you a broad view of the advantages and disadvantages of marketing.

This course will be of great interest to business professionals and those who want to learn about the basics of marketing in the modern world.

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Learning Outcomes

Having completed this course you will be able to:

• Define the process and function of marketing

• Describe how the marketing process works

• Define core marketing concepts

• Discuss examples of good and bad marketing 

• Contrast and compare how marketing of services differs from marketing of goods 

• Discuss how marketing theory has evolved 

• Recognize the limitations and criticisms of marketing theory


All Alison courses are free to enrol, study and complete. To successfully complete this Certificate course and become an Alison Graduate, you need to achieve 80% or higher in each course assessment. Once you have completed this Certificate course, you have the option to acquire official Certification, which is a great way to share your achievement with the world. Your Alison Certification is:

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