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Marketing

Business Management: Marketing Principles
and Practice

 

Learn how to apply key marketing techniques to enhance your work performance

From understanding customer behaviour, designing products and services that meet customer needs to understanding the external environment and using data to inform business decisions – marketing principles and best practice tools can be used to solve management problems in a diverse range of professional contexts.

Whether you work in a commercial or non-commercial industry, not for profit or government department, as a management professional it’s vital to have a solid understanding of the value of marketing and its impact on different business functions.

On this microcredential, you’ll be introduced to the core principles of marketing – covering digital and non-digital perspectives. You’ll enhance your marketing knowledge and discover best practice approaches that will help to inform your professional decision-making, improve your effectiveness and adapt your approach to solving business challenges.

Underpinned by the latest academic thinking, you’ll cover practical examples of marketing in action taken from a wide range of contexts – from manufacturing and retail to professional services and healthcare. With practical learning accounts from diverse international brands and organisations to local charities and social enterprises.

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

Key features

  • Delivered in partnership with the worldwide online learning platform, FutureLearn
  • Gain marketing and management knowledge and skills that you can immediately apply to your work
  • Options to shape your learning to address specific business and marketing needs
  • Created by leading academics who bring a wealth of experience in successfully delivering internationally recognised business and management qualifications.
 

Course summary

Microcredential
Code
BZFM301
Credits
10
Study level
OU – Undergraduate
SCQF – 10
FHEQ – 6
Duration
10 weeks | 10 hours per week
Cost
£450
Next start dates
29 March 2021
12 July 2021

What you’ll learn

Underpinned by the latest academic thinking, you’ll cover practical examples of marketing in action taken from a wide range of contexts – from manufacturing and retail to professional services and healthcare. With practical learning accounts from diverse international brands and organisations to local charities and social enterprises.

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

On this microcredential, you’ll cover topics including:

  • marketing in diverse contexts
  • marketing in a complex world – external factors
  • influencing consumer behaviour and decision making
  • gathering and interpreting data to inform marketing decisions
  • choosing your customers
  • creating winning propositions for customers
  • delivering value to customers and the role of digital marketing
  • persuasive communications and social media
  • pricing strategies
  • marketing planning and effective relationships.

By the end of the course, you’ll have learnt how 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.

Assessment

Week by week you’ll be provided with succinct summaries of the key concepts, tools and techniques – along with best practice templates. Each week you will complete a short report, which should take no more than 2 hours to complete. These reports will add up on a weekly basis so that by the end of the course you will have a 3000 word report to submit for assessment. You will be provided with options to allow you to focus your learning and assessment on specific business and marketing needs.

Professional relevance

This microcredential will increase your confidence in applying marketing principles to your work and using marketing concepts, tools and techniques to solve business problems. In particular, it will enhance the skills and 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 to develop their business and achieve their goals.

On completion

You’ll receive an Open University certificate confirming that you have received 10 academic credits at undergraduate level 3. Credits are awarded on passing the final assessment.

Regulations

As a student of The Open University, you should be aware of the content of the academic regulations, which are available on our Student Policies and Regulations website.
 
 

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