Online learning from an accredited institution
Marketing 101 Course
Learn to create strategies that are simple to implement and have huge returns, leading to your brand resonating with your customers. This 10-week course has been designed to equip you with the fundamentals of marketing and brand management from a South African perspective. With it, you’ll develop and implement customer-centric strategies that will get you guaranteed results.
“Absolutely loved my Red & Yellow online course! I did it all the way from the Netherlands while working full time so it’s definitely possible to do it in between your normal tasks. The team is super supportive and understanding if you need more time to complete specific assignments. Would definitely recommend!”
Noluyanda Nolu Roxwana
Campaign Manager at Studyportals
Become a digital professional, boost your career & get a Certificate that gives you recognition.
Gain industry-respected knowledge using the latest online learning techniques and expert-reviewed content. You’ll learn the fundamentals of brand positioning in a digital environment and how to use the right metrics to gather data and measure the performance of your brand or business.
What you’ll learn
- A solid foundation in the fundamentals of marketing, strategy, and brand management
- The knowledge and skills to make strategic decisions that are customer-driven
- Big ideas and a clear, holistic picture of what is required for brand success
- How to use the right metrics to gather data and measure the performance of your brand or business.
This course is perfect for:
- Individuals who want to enter the world of marketing
- Businesses who want to equip their people with the know-how to be effective marketers
- Entrepreneurs who want to take their business to the next level, but need to master marketing skills to expand their customer base
- Anyone in aligned areas like PR, sales, and advertising who needs to understand marketing fundamentals
- Young creatives and fresh grads looking to empower themselves with relevant, up-to-date marketing skills
Red & Yellow courses are made to future-proof your career
Our courses are designed to accelerate opportunities and give a boost to your CV. Top businesses across industries recognise Red & Yellow graduates as having the practical skills and the theoretical background to hit the ground running with confidence and creative flair.
Course curriculum:
Introduction to Marketing
- Explain and use key marketing terms, concepts, and jargon confidently
- Discuss the importance of value creation as it pertains to marketing activity
- Understand both the tactical and the strategic role that marketing plays in achieving long-term business objectives
- Explain the basic functions of marketing efforts
Market Analysis
- Explain the difference between the external and internal marketing environments
- Apply concepts such as a PESTLE and a SWOT analysis
- Analyse competitive forces
- Know how to gain insights into your firm’s internal situation and how this relates to external forces
Market Research and Consumer Behaviour
- Conduct some basic market research and explain the difference between quantitative and qualitative, primary and secondary research
- Differentiate between business and consumer markets
- Understand the consumer decision-making process
Customer-Driven Market Strategies
- Employ the principles of segmentation
- Understand the key components of target marketing
- Understand positioning and be able to create positioning maps
- Be able to understand and use the BCG matrix.
The Marketing Mix Part 1
- Understand the different levels of a product and the product life cycle
- Recognise different new product development strategies
- Evaluate the use of product and brand extensions
- Recognise that the ultimate focus of a marketing strategy is to craft products or services that directly address customers’ needs
The Marketing Mix Part 2
- Understand and implement different pricing strategies
- Appreciate the importance of perceived value in price-setting
- Identify a number of factors that influence the pricing decision
- Recognise the importance of value networks and value creation in distribution networks
- Understand different types of distribution network
The Marketing Mix Part 3
- Explain the importance of promotion in the marketing mix, as well as the various types of promotional strategies available
- Evaluate a series of marketing channels and consider which ones will meet your marketing needs
- Draw up a multi-channel strategy
- Describe the roles to be fulfilled in a good client-agency working relationship
- Get customer feedback on your marketing communications and implement this for future campaigns
Marketing Amplifiers
- Understand the purpose behind using brand ambassadors
- Critically analyze the use of brand ambassadors
- Comprehend the importance of corporate social responsibility as a tool for differentiation
- Understand and critically analyze the diffusion of the innovation model
Meet your team:
This course was created by, and benefits from, our full-time lecturers’ years of experience in the field – both in lecturing and in industry. They know how to nurture talent and bring out the best in students, resulting in many award-wins over the years.
About Red & Yellow
Creative thinking is the most important skill. Artificial Intelligence and robots are going to replace some of the jobs we know today.
Red & Yellow is the business school where talented people go to develop the career skills they need to thrive in this digital world.
R&Y unlocks creative thinking to build brilliant careers and organisations using Commercial Logic and Creative Magic.
We are vision-led and values-driven and we are developing the next generation of changemakers, creators and innovators.
We believe creative thinking is the most important skill of the future and it must be supported by uniquely human abilities such as leadership, adaptability and social intelligence.
We are a Creative School of Business that provides you with the commercial logic to grow successful organisations and more importantly the creative magic to set them apart.
We are teaching the great creators, inventors, leaders and entrepreneurs for the 21st Century.
We will be the most creative business school in the world.
Get inspired to study Marketing
Get a full course infopack & a digital copy of our world renowned eMarketing Textbook for free
Uncover every aspect of digital marketing – from data analysis, SEO, and performance to content marketing, social media, and customer engagement – with our 7th Edition eMarketing Textbook.
Up-to-date statistics and eye-opening digital marketing case studies
- Deep dives into content mastery, advertising wonders, and the future of advertising
- Exclusive insights from marketing industry titans
• A powerful focus on elevating customer experiences and crafting meaningful engagements
Hit the button below to start exploring our latest eMarketing Textbook, and get inspired to kickstart your digital marketing journey.
Marketing and digital marketing, in particular, has created a symbiotic relationship between businesses and their customers. The proliferation of digital tools and the internet has opened a free-flowing, two-way marketing channel into our daily lives.
Market research is essential if you want to understand your customers. Try not to make assumptions about why people like and transact with your brand – you may find their values and motives are quite different from what you thought. Ongoing research and a data driven business will help you to build a picture of what particular benefit or feature your business provides to your customers, allowing you to capitalise on this in your marketing content.
Although marketing is a business function, it is primarily an exercise in applied human psychology. The role of marketing is to address customer needs and provide value. In either case, success requires a nuanced understanding of how people think, process, and choose within their environment.
To achieve this, one must strike a balance between awareness of global shifts and how these impact people’s behaviour and the fiercely intimate motivations that determine how and where individuals spend their time and money.
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