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Courses in this Learning Path

Marketing is a crucial function in any business or organisation, and is increasingly important in the modern globalized economy. The Alison Learning Path in Marketing will introduce you to marketing strategies and tools that are used extensively in the marketing industry. Marketing can have different meanings for different businesses and you will learn about the different approaches that affect marketing campaigns used in different types of businesses. The Alison Learning Path in Marketing is a sequence of courses that will help all business owners increase their knowledge and understanding of what marketing involves and how to go about implementing a successful marketing strategy. It describes effective marketing techniques such as how to break down your target audience, how to build a coordinated marketing strategy using the integrated marketing matrix to reach your customers and stakeholders, and how to measure the effectiveness of promotion strategies. It will be of great interest to all business owners and entrepreneurs who lack the knowledge and expertise to implement a marketing strategy but who recognise the importance of having an effective marketing plan for the continued success of their business.



  1. Marketing Success for Your Business

    Jeffrey Housenbold is president and CEO of Shutterfly which provides a full range of products and services that enable consumers to manage their digital photos. Housenbold has a successful track record of building online consumer franchises by combining commerce and community. In this free online course he discusses how entrepreneurial thinking can lead to the success of a business.

    You will examine how he has made Shutterfly into a market leader and you will also learn when not to listen to market research. He gives important tips on being successful in any business and how you should keep innovating to stay ahead. This course will appeal to business professionals who would like to gain from the insights and ideas of a leading entrepreneur, and to students and anyone with an interest in how to make a business successful.

    1-2 Hour
    50 Points
  2. Fundamentals of Marketing Your Business Online

    In the current difficult economic times businesses need to take advantage of every opportunity to maximise their marketing presence to as many potential customers as is possible. The most efficient way of doing this is to implement a highly effective online marketing strategy. However, many businesses, especially small businesses, struggle to implement any kind of online marketing as they do not have the expertise.

    This free online course will help all business owners increase their knowledge and understanding of what online marketing involves and how to go about implementing a successful online marketing strategy. The course will show you how to build an online marketing plan, promote your business online, and improve your Website landing page for greater customer conversion rates. The course then shows you in detail how to use Google marketing tools such as Google Analytics and Google AdWords to implement your online marketing strategy. You will learn how to set up a Google AdWords account, how to write ads that attract customers, how to choose the right keywords, and budget for your online advertising.

    This course will be of great interest to all business owners who lack the knowledge and expertise to implement an online marketing strategy but who recognise the importance of having an effective online marketing plan for the continued success of their business.

    1-2 Hour
    50 Points
  3. Accounting Theory

    This course introduces the body of theory underlying accounting procedures. It puts the core practices and principles, covered in the previous courses, into a framework of theoretical concepts. This free online course will give learners an understanding of the theory behind the accounting process and will help learners make decisions in diverse accounting situations as is provides a logical framework for accounting practice. This free online accounting course will be of great interest to entrepreneurs and business professionals who would like to get an understanding of the theory behind the accounting practices that we use day today, and to any learner who is interested in accounting as a future career.

    2-3 Hours
    50 Points
  4. Introduction to Marketing

    Marketing is a crucial function in any business or organisation, and is increasingly important in the modern globalized economy.

    This free online course will introduce learners to marketing strategies and tools that are used extensively in the marketing industry. You will learn about the ambiguous nature of marketing and its different meanings for different businesses. You will also discover the characterizations of marketing that are common to all businesses, despite their differences. This course will teach you about the different approaches that affect marketing campaigns used in different types of businesses.

    This course will be of great interest to marketing and business professionals who wish to refresh the basics of marketing and to learners who are interested in business and wish to have a greater knowledge and understanding of the role marketing plays in the modern business world.

    2-3 Hours
    50 Points
  5. Understanding Your Audience: Market Segmentation

    Knowing your market accurately and completely is a prerequisite for successful marketing. In this free online course three important concepts related to the topic of markets are presented: Defining the nature of markets, identifying the types of markets, and a discussion of product differentiation and market segmentation.

    This course will be of great interest to marketing and business professionals who wish to refresh the basics of marketing and to learners who are interested in business and wish to have a greater knowledge and understanding of the role marketing plays in the modern business world.

    2-3 Hours
    50 Points
  6. E-Commerce - Introduction to Internet Marketing Strategies for Businesses

    Before the Internet companies fashioned communication strategies based on whatever medium they had available to them, whether that was print, radio or TV media, to broadcast their message. Companies now realise that the Internet is the ideal communication medium for interacting with a wide variety of stakeholders. They also know that the Internet is not just the Web, but a range of technologies that, in combination, can provide a potent marketing strategy.

    In this free online course you will learn about successful Internet marketing techniques and strategies that are being used today by businesses and organisations around the world. You will be introduced to techniques such as how to break down your target audience, how to build a coordinated marketing strategy using the integrated Internet marketing matrix to reach your customers and stakeholders, and how to measure the effectiveness of promotion strategies.

    This course will be of great interest to business and marketing professionals and entrepreneurs wanting to expand their knowledge and understanding of effective Internet marketing strategies, as well as any learner wanting to learn more about the power of online marketing.

    1-2 Hour
    50 Points
  7. Sustainable Business - Marketing Strategy for Sustainable Products and Services

    In the free online course Sustainable Business - Marketing Strategy for Sustainable Products and Services learn how a business can conduct sustainable marketing by developing and promoting products and services that meet consumer needs utilizing resources responsibly to ensure a better quality of life now and for future generations to come.

    The course begins by introducing you to the practice of sustainable business marketing. You will learn how sustainable business marketing draws on traditional marketing methods and applies them to sustainable initiatives and products and services. You will learn that ways in which a business creates a strong sustainability marketing strategy in order to be successful. Next, you will be introduced to the marketing mix. You will learn how basing the marketing mix on sustainability principles allows for an effective sustainable marketing approach. You will learn the importance of market segmentation in order to tailor marketing efforts to consumers that are best aligned as potential buyers or customers of a product or service.

    Finally, you will be learn about the market barriers that need to be considered and addressed by sustainability marketers in order to better position their products and services for growth. You will learn about the various business risks involved in sustainable business marketing that can cause problems with a company’s marketing plan.

    This free course will be of great interest to business professionals, marketers, and eco-entrepreneurs who would like to learn how a business can successfully market sustainable products and services in a sustainable way.

    2-3 Hours
    50 Points

Complete!

Successfully complete all of these courses to receive a Marketing Learning Path Award.

All your learning will be reflected in your Learner Record, which you can download for free at any time.

You also have the option of purchasing an Alison Certificate for each of the above courses you successfully complete.