This free course, Marketing in the 21st century, offers a managerial perspective on how to deliver more effective marketing in an organisation, regardless of whether it is based in the private, public or non-profit sector. This is achieved through a variety of learning techniques, including case studies, videos, activities and group discussions. Supporting this learning, students are encouraged to become critical thinkers about both how they undertake their own decisions, as well as how marketing influences our society.

After studying this course, you should be able to:

• articulate whether marketing is a process or philosophy
• think analytically, creatively and in an integrated manner about marketing ethics
• define what a brand is and value of brands to organisations and consumers
• understand how marketing practice is changing now and will change more in the future.