Fundamentals of Marketing


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Chris Haycock
Chris Haycock
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  • Modules 8
  • Lessons 50
  • Duration 4 hours
  • Skill level Beginner
  • Language English
Fundamentals of Marketing

As consumers, we are completely spoilt.  Never before in our history have we had so much choice when it comes to buying what we need.

That's great for the person buying.  But for businesses who are trying to compete in such a busy marketplace, it means that we need to spend time looking at what we have, and how we are going to get our message in front of consumers who are already bombarded on a daily (and hourly) basis.

Enter Marketing.

You might already have some preconception about the word 'marketing'.  You might just think that it's another word for 'selling', or 'advertising', or - as I heard it once - 'social media' (gasps!).

Wrong on all accounts, although these misconceptions are part of the overall function of marketing.

In reality, marketing is all about the relationship between our business and our customers.  It's all about identifying and understanding who our customers are, and carefully devising a strategy to get our brands noticed by them.

And it's not just for attracting customers, either.  Marketing is also used to keep the dialogue open between our businesses and our current customers so that they keep coming back, time and time again.

Underneath the hood of marketing there are lots of activities that you can use to get your business in front of your future customers, including:

  • Advertising
  • Promotions
  • Online
  • Conferences
  • Branding

To name just a few!  I'll be looking at these in depth in this course.

But marketing is so much more than just planning and running promotional campaigns. 

Even before you launch your very first campaign, there's a lot that you need to know about your customers, your competitors, and your marketplace.

That's where this course comes in.  I'll be stripping away all the marketing jargon, buzzwords and gumph to give you a short (but comprehensive) dive into the world of marketing.

From customer research to branding, campaign management to measuring and improving, it's all here.

Why not get started right away.  The earlier you understand the fundamentals of marketing, the easier (and cheaper) you'll find it to start attracting high-value customers to your business.

Who is this course for?

This course is perfect for business owners who have not had any prior experience in marketing principles. It's also suited as a starting point for those looking to change career into a marketing position.


No prior experience is required.


At the end of the course you'll be given a Certificate of Completion from Chris Haycock, your tutor.

What you'll learn

  • The 5 key roles of marketing.
  • A better understanding of the key principles of marketing.
  • How to conduct research into your target market.
  • An understanding of the buying cycles and habits of your customers.
  • In-depth knowledge of your competitor's strengths and weaknesses.
  • Where to find your future customers.
  • How to set prices that are competitive - but profitable.
  • Why you should choose your social media platforms carefully.
  • Why your company name and logo can make all the difference.
  • What your marketing plan should really include.
  • How to get to grips with sales funnel processes.
  • An understanding of the psychology behind marketing.
  • And more.


  • Module 1: Introduction
    • 1Course IntroductionWelcome to my course, The Fundamentals of Marketing. Let's begin by explaining who this course is for, how long it should take, and why you need to learn the fundamentals of marketing for your business.
    • 2What is Marketing?Before we dive right in to the fundamentals of marketing, let's take a look at what marketing is.
    • 3Difference between Sales and MarketingThe words 'sales' and 'marketing' often go hand-in-hand, but there is a subtle difference between the two. Let's discover what those differences are, and why it matters.
    • 4Marketing Myths BustedPeople often dip their toes into the world of marketing with preconceptions of what to expect, what you should do, and what goes on. Some of it is baloney. Let's get the myths out of the way.
    • 5Common Sense and EthicsLet's be honest here. When you think of marketing you'll be forgiven for thinking that it's all about manipulation and deception. In reality, the opposite is true.
    • 6The Customer JourneyWhen we think about our future customers, we often only take them into consideration at the time they make a purchase. Understanding what happens before they buy is as important as the purchase itself.
  • Module 2: Planning
    • 7Planning your strategyBehind every successful business there is a strategy that helps you to keep you focused on your primary goals. Without a strategy you're just shooting in the dark.
    • 8Who are our Customers?
    • 9Building a Customer Persona
    • 10SWOT Analysis
    • 11Creative Thinking
    • 12Discovering your Uniqueness
    • 13Value isn't CheapIntro
    • 14The Marketing Plan dissectedLet's take a look at how to produce a marketing plan that will help you to build the perfect strategy for success.
    • 15Product'Product' in the 7 Ps of marketing refers to your products (or services).
    • 16Price'Price' in the 7 Ps of marketing refers to how much you are charging for your products (i.e. your 'pricing model'.
    • 17Place'Place' in the 7 Ps of marketing refers to your distribution channels (i.e. where you are going to sell your products).
    • 18Promotion'Promotion' in the 7 Ps of marketing refers to how you intend to market your products and services to your customers.
    • 19Physical Evidence'Physical Evidence' in the 7 Ps of marketing refers to the way you go about building trust and reassurance in your customer's eyes.
    • 20People'People' in the 7 Ps of marketing refers to the team of people that will be helping you to market your products - i.e. your staff.
    • 21Processes'Processes' in the 7 Ps of marketing refers to the transactions and delivery of your service.
  • Module 3: Branding
    • 22What is Branding?To be written
    • 23The Basics of Good Design
    • 24Company Logo
    • 25Business StationeryThere are few times more exciting in the start-up process than when your brand new pack of stationery arrives at your door.
    • 26Website
    • 27Marketing Materials
    • 28Product Packaging
  • Module 4: Psychology
    • 29Concepts
    • 30Consumer Psychology
    • 31Persuasion Methodologies
  • Module 5: Research
    • 32Market ResearchResearch
    • 33Competitor Research
    • 34Product Research
  • Module 6: Marketing Campaigns
    • 35Introduction
    • 36Direct Mail
    • 37Email Newsletters
    • 38TV and Radio
    • 39Display Advertising
    • 40Digital Marketing
    • 41Telesales and Telecanvassing
    • 42Press Releases
    • 43Word of Mouth Advertising
    • 44Affiliate Schemes
    • 45Merchandise
    • 46Ambient Media
    • 47Exhibitions
    • 48Guerilla Marketing
  • Module 7: Customer Relationship
    • 49Managing Your Customers
  • Module 10: Marketing Glossary
    • 50Marketing GlossaryKnow your KPIs from your PR, and your market share from your value proposition with my glossary of marketing terms and phrases.

Your Tutor

Chris Haycock
Chris Haycock

A true digital marketing entrepreneur who has built a portfolio of successful websites in many sectors. 1 in 6 of the whole UK population visit his websites each year.



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