To think like a marketer, you must analyze information across disciplines and craft stories that engage both customers and colleagues. This course introduces the essential concepts and skills every new marketer should know from day one.

This course provides a practical framework for analyzing an organization’s commercial activities, including those involving brands and customers. You will learn the fundamentals of marketing campaigns, including brands, business categories, customers, value propositions, and the key elements for building effective customer-brand experiences. By the end of the course, you will be ready to apply your skills and develop a strategic, compelling marketing plan.