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2 Hours


Fundamentals of Marketing

Learn the core elements of marketing in this course.
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Save 59% Offer ends on 31-Dec-2023
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Marketing is to satisfy the needs and wants of people. Marketing consists of all the activities of individuals and organizations designed to identify, anticipate, and mutually satisfy the needs of all parties involved in the exchange.

Marketing is also done to make sure one creates a market offering. Market offering refers to a complete offer for a product or service, having given features of the product. The process of marketing involves the exchange of products and services for money.

The four marketing utilities, which are the capacities of the product offering to satisfy the needs of a customer, are enhanced when exchange occurs.

Form Utility: The product is produced, or modified for the customer. 

Time Utility: The consumer's ability to buy the product when he or she wants to buy the product. A grocer may store certain amounts of certain foods until the prime season they are bought. 

Place Utility: This describes when a consumer is able to buy the product at a location that is convenient for them.

Possession Utility: Ownership of the product is transferred from the marketer to the buyer.



In this Fundamentals of Marketing course by Uplatz you will understand what marketing is and how it is different from sales.  You'll learn how to speak authoritatively about the elements of marketing and branding, build a customer journey from discovery to purchase. In this marketing course, you will grasp the basics of marketing, and how to think, sound and act like a marketer.  If Marketing is your desired field, you should be more employable and valuable as a marketer. 

This Fundamentals of Marketing course will help you learn the core elements of marketing. Some of the key objectives of this course are:

1) What marketing is and what it means to be a marketer

2) Branding and how to create a brand architecture

3) How to create a buyer persona

4) How to create campaigns towards your buying personas

5) Understanding the customer journey


Course/Topic - Fundamentals of Marketing

  • In this session we will learn about the basic topics of marketing. This video talks about the need – wants – demand and desire concepts in marketing. Further we will learn about the marketing mix and 4ps of marketing – product, price, place, promotion.

    • 09:34
  • In this session we will learn about the marketing models. In this vide we will talk about the marketing models – STP (Segmentation, Targeting and Positioning) which is one of the most popular model of marketing. Further we will see what is STP and how does segmentation help.

    • 20:13
  • In this session we will talk about the other marketing model i.e., Push and Pull. This video talk about what is push marketing and what is pull marketing. Further we will see the inbound and outbound marketing.

    • 08:49
  • In this session we will learn about the marketing model called AIDA – Attention, interest, desire and action. This video explains about the AIDA funnel marketing in further tutorial.

    • 12:14
  • In this session we will learn about the SWAT model of marketing. This model is used across business from a long time. This model works on the basis of identifying strengths, weaknesses, opportunities and threats.

    • 08:05
  • In this session we will learn about the Golden Circle marketing model. This video talks about the what, how and why of marketing strategies applied by companies.

    • 05:45
  • In this session we will learn about the Circle of marketing – marketing model. The circle of marketing model depends upon many factors such as product, support, usability, community, tribe, price, story etc.

    • 05:42
Objectives Back to Top

1) Customer Relationships

2) Company & Marketing Strategy

3) Understanding Marketplace & Consumers

4) Marketing Environment:Micro Environment, Macro Environment

5) Marketing Information: Intelligence, Research objectives & plan

6) Consumer Buyer Behavior: Cultural, Social, personal & Psychological

Syllabus Back to Top

Fundamentals of Marketing - Course Syllabus

1) Introduction to Marketing

2) Companies and the Market Environment

3) Buyer Behavior

4) Marketing Strategies I

5) Marketing Strategies II

6) International Marketing

7) Market Research I

8) Market Research II

9) Product Policy I

10) Product Policy II

11) Market Crisis

12) Distribution Policy

13) Communication Policy

14) Price Policy

15) Marketing-Mix

Certification Back to Top

A graduate certificate in marketing offers a concentrated graduate-level path to enhance your professional marketing expertise. Certificate programs provide you with the core technical, strategic, and analytical skills to understand industry trends and make decisions effectively in modern marketing contexts.

Get an industry recognized, Uplatz issued certificate after course completion of Fundamentals of Digital Marketing.

Career & Jobs Back to Top

Marketing is used in every company, every industry, so career potential is unlimited. There are career tracks in marketing that you can follow.

Companies have ongoing needs for marketing experts who can develop sales and advertising strategies, solve complex problems, and generate new ideas to promote products and services. While many marketing professionals obtain a degree in business with a marketing major, it’s not the only way into the field.

A person working in Marketing in United States typically earns around 106,000 USD per year. Salaries range from 49,300 USD (lowest average) to 176,000 USD (highest average, actual maximum salary is higher).

Job Titles:

Chief marketing officer.

Director of marketing.

Marketing analyst.

Marketing coordinator.

Marketing consultant.

Marketing manager.

Marketing and promotions manager.

Marketing specialist.


Interview Questions Back to Top

Q1. What are the 8 Ps of marketing?

Ans. The 8 Ps of marketing are – product, place and time, price, promotion, process, physical environment, people, and productivity and quality.

After naming the 8 Ps you must also talk about how the 8 Ps helps in: 

·        Developing and executing a successful marketing plan 

·        Dramatically changing the overall marketing strategy

·        Defining your brand message

·        Outlining your marketing process

Also, you can share your professional experiences about how you identified your marketing mix, target audience, sales goals, etc. 

Further, you can also introduce the 4Cs of the marketing mix here which are – Consumer, Cost, Convenience, and Communication. Doing this is essential as these 4Cs are now a crucial part of the modern-day digital marketing mix and also show that the business world is more focused on a customer-driven approach. 

To make this marketing interview answer impressive, you can highlight how there were 4 Ps of marketing before and how it evolved over time.

Q2. What is your expertise – B2B or B2C?

Ans. This marketing interview question can be tricky to answer if it is for a B2B profile and you have only worked in a B2C profile. That’s why you must be sure to show how you can transfer your skills in that area to the current situation. Also, the basic marketing strategies in both domains remains the same, but below are some of the common difference that every marketer must know:

B2C Marketing

B2B Marketing

Large scale market and bigger target audience

Niche markets and smaller target audience

Generally, the target audience is driven by emotions

Most of the times the target audience is rationally-driven

Generally, the goal is to strengthen transactional relationships with the customers 

Generally, the goal is to strengthen long-term business relationships

The goal is to reach the end-users

The goal is to convince all the decision-makers and dedicated business group

Q3. Name 5 essential elements of a marketing campaign.

Ans. The five essential elements of a successful marketing campaign are: 

·        Target 

·        Value proposition

·        Call-to-action message

·        Delivery method 

·        Follow-up 

Here, you can talk about the marketing campaigns that you have directly managed and individually define the strategies you have used for these five marketing campaign elements. 

Q4. What are the marketing channels that you have experience working in?

Ans. This marketing interview question is to test your knowledge of the marketing channels that you have worked with. So, do not just mention the channels but describe how you used them to deliver successful marketing campaigns. 

For example, if you have hands-on experience of using email marketing channels, you can talk about how you finalized the target audience, designed the template, planned the offer, drafted the communication message, etc. Also, talk about the open rates, CTRs, that you managed to achieve. 

Q5. Why do you need to create a customer journey map?

Ans. This is an important marketing interview question that is based on your experience as a professional. In marketing, the customer journey map highlights how the user buys the product. For marketers, creating a customer journey involves understanding the buyer persona, his/her needs from a product/service, potential pain points while buying a product, etc. After creating this map, marketers can resolve any issues and make customers trust the product/service.

Q6. Are you familiar with any analytics platform? What are the platforms that you used in your previous job?

Ans. Mention the platforms that you have worked with and how it has helped in your marketing plans. 

For instance, you can talk about how you use Google Analytics to track and monitor your website’s traffic. 

Q7. Can you give us a customer trend that is happening in our industry right now?

Ans. This shows how prepared you are for the interview. Before going for the interview, go through the industry news and understand what are the current trends and customer insights.

Q8. How did you measure the impact of a successful campaign for a product that you marketed?

Ans. Describe the metrics that you fixed before starting the campaign and how you measured those metrics. Explain how you analyzed those metrics and turned them into meaningful patterns that showed the impact.

Q9. What can be the best approach to increase website traffic?

Ans. We can achieve this in various ways –

1.     Ensuring good user experience

2.     Building referral traffic

3.     Performing on-page SEO

4.     Targeting long-tail keywords

5.     Using landing pages

Q10. What are some useful digital marketing tools?

Ans. There are a range of free digital marketing tools available to streamline the everyday management of a website, including –

1.     Google Analytics

2.     Google Keyword Planner

3.     Google Search Console

4.     Alexa

5.     Rank Watch

6.     Kissmetrics

7.     SEMrush

8.     HootSuite

9.     MailChimp

10.  BuzzSumo

11.  Moz Learning Center

12.  Ubersuggest

Q11. What are the limitations of online marketing?

Ans. There are certain limitations of online marketing. Some of the common ones are below. 

·        Online marketing requires money

·        Chances of cyberattacks prevail

·        Requires time to generate results, especially with SEO

·        Takes time to build trust as compared to conventional marketing

Q12. What is Google AdWords Remarketing?

Ans. Google AdWords Remarketing is a Google service, allowing companies and brands to target an audience that has already visited the given website. This is a methodology to drive traffic to the website and convert visitors into consumers.

Q13. What is a responsive website?

Ans. A website that offers an optimal viewing experience to the user with easy navigation and reading is a responsive website. It is created using responsive web design (RWD) and is compatible with the most popularly used web browsers and mobile devices.

Q14. Do you have any idea about AMP?

Ans. AMP is the abbreviation for Accelerated Mobile Pages. It is a joint project of Google and Twitter for making fast mobile pages. It is an open-source initiative, which is lightweight and fast to load.

Q15. What is Keyword Streaming?

Ans. Keyword streaming is a popular SEO methodology that is used to draw extraordinary traffic to websites. In this method, popular keywords are further optimized to maximize the reach.

Q1. What are the payment options?
A1. We have multiple payment options: 1) Book your course on our webiste by clicking on Buy this course button on top right of this course page 2) Pay via Invoice using any credit or debit card 3) Pay to our UK or India bank account 4) If your HR or employer is making the payment, then we can send them an invoice to pay.

Q2. Will I get certificate?
A2. Yes, you will receive course completion certificate from Uplatz confirming that you have completed this course with Uplatz. Once you complete your learning please submit this for to request for your certificate https://training.uplatz.com/certificate-request.php

Q3. How long is the course access?
A3. All our video courses comes with lifetime access. Once you purchase a video course with Uplatz you have lifetime access to the course i.e. forever. You can access your course any time via our website and/or mobile app and learn at your own convenience.

Q4. Are the videos downloadable?
A4. Video courses cannot be downloaded, but you have lifetime access to any video course you purchase on our website. You will be able to play the videos on our our website and mobile app.

Q5. Do you take exam? Do I need to pass exam? How to book exam?
A5. We do not take exam as part of the our training programs whether it is video course or live online class. These courses are professional courses and are offered to upskill and move on in the career ladder. However if there is an associated exam to the subject you are learning with us then you need to contact the relevant examination authority for booking your exam.

Q6. Can I get study material with the course?
A6. The study material might or might not be available for this course. Please note that though we strive to provide you the best materials but we cannot guarantee the exact study material that is mentioned anywhere within the lecture videos. Please submit study material request using the form https://training.uplatz.com/study-material-request.php

Q7. What is your refund policy?
A7. Please refer to our Refund policy mentioned on our website, here is the link to Uplatz refund policy https://training.uplatz.com/refund-and-cancellation-policy.php

Q8. Do you provide any discounts?
A8. We run promotions and discounts from time to time, we suggest you to register on our website so you can receive our emails related to promotions and offers.

Q9. What are overview courses?
A9. Overview courses are 1-2 hours short to help you decide if you want to go for the full course on that particular subject. Uplatz overview courses are either free or minimally charged such as GBP 1 / USD 2 / EUR 2 / INR 100

Q10. What are individual courses?
A10. Individual courses are simply our video courses available on Uplatz website and app across more than 300 technologies. Each course varies in duration from 5 hours uptop 150 hours. Check all our courses here https://training.uplatz.com/online-it-courses.php?search=individual

Q11. What are bundle courses?
A11. Bundle courses offered by Uplatz are combo of 2 or more video courses. We have Bundle up the similar technologies together in Bundles so offer you better value in pricing and give you an enhaced learning experience. Check all Bundle courses here https://training.uplatz.com/online-it-courses.php?search=bundle

Q12. What are Career Path programs?
A12. Career Path programs are our comprehensive learning package of video course. These are combined in a way by keeping in mind the career you would like to aim after doing career path program. Career path programs ranges from 100 hours to 600 hours and covers wide variety of courses for you to become an expert on those technologies. Check all Career Path Programs here https://training.uplatz.com/online-it-courses.php?career_path_courses=done

Q13. What are Learning Path programs?
A13. Learning Path programs are dedicated courses designed by SAP professionals to start and enhance their career in an SAP domain. It covers from basic to advance level of all courses across each business function. These programs are available across SAP finance, SAP Logistics, SAP HR, SAP succcessfactors, SAP Technical, SAP Sales, SAP S/4HANA and many more Check all Learning path here https://training.uplatz.com/online-it-courses.php?learning_path_courses=done

Q14. What are Premium Career tracks?
A14. Premium Career tracks are programs consisting of video courses that lead to skills required by C-suite executives such as CEO, CTO, CFO, and so on. These programs will help you gain knowledge and acumen to become a senior management executive.

Q15. How unlimited subscription works?
A15. Uplatz offers 2 types of unlimited subscription, Monthly and Yearly. Our monthly subscription give you unlimited access to our more than 300 video courses with 6000 hours of learning content. The plan renews each month. Minimum committment is for 1 year, you can cancel anytime after 1 year of enrolment. Our yearly subscription gives you unlimited access to our more than 300 video courses with 6000 hours of learning content. The plan renews every year. Minimum committment is for 1 year, you can cancel the plan anytime after 1 year. Check our monthly and yearly subscription here https://training.uplatz.com/online-it-courses.php?search=subscription

Q16. Do you provide software access with video course?
A16. Software access can be purchased seperately at an additional cost. The cost varies from course to course but is generally in between GBP 20 to GBP 40 per month.

Q17. Does your course guarantee a job?
A17. Our course is designed to provide you with a solid foundation in the subject and equip you with valuable skills. While the course is a significant step toward your career goals, its important to note that the job market can vary, and some positions might require additional certifications or experience. Remember that the job landscape is constantly evolving. We encourage you to continue learning and stay updated on industry trends even after completing the course. Many successful professionals combine formal education with ongoing self-improvement to excel in their careers. We are here to support you in your journey!

Q18. Do you provide placement services?
A18. While our course is designed to provide you with a comprehensive understanding of the subject, we currently do not offer placement services as part of the course package. Our main focus is on delivering high-quality education and equipping you with essential skills in this field. However, we understand that finding job opportunities is a crucial aspect of your career journey. We recommend exploring various avenues to enhance your job search:
a) Career Counseling: Seek guidance from career counselors who can provide personalized advice and help you tailor your job search strategy.
b) Networking: Attend industry events, workshops, and conferences to build connections with professionals in your field. Networking can often lead to job referrals and valuable insights.
c) Online Professional Network: Leverage platforms like LinkedIn, a reputable online professional network, to explore job opportunities that resonate with your skills and interests.
d) Online Job Platforms: Investigate prominent online job platforms in your region and submit applications for suitable positions considering both your prior experience and the newly acquired knowledge. e.g in UK the major job platforms are Reed, Indeed, CV library, Total Jobs, Linkedin.
While we may not offer placement services, we are here to support you in other ways. If you have any questions about the industry, job search strategies, or interview preparation, please dont hesitate to reach out. Remember that taking an active role in your job search process can lead to valuable experiences and opportunities.