Business Basics

The Complete Marketing Learning Path

With expert instruction.

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32 skill-based courses

In 6 Skill Sets

Learning Path Duration

02H 00M

What Will I Learn?

Learning Path

About Marketing

Brand Management Skills

01. Building Your Brand

01. Building Your Brand

01. Building Your Brand

01. Building Your Brand

4m 34s

In this series of programs, we'll take an in-depth look at what Brand Management is all about. Creating a brand helps you build long-term, sustainable growth. It's an ongoing process that should always be the core focus of your business, regardless of your size. A powerful brand can support any business through any environmental factor that comes along, so if your company struggles with branding, these courses will help guide you. In this program, we'll discuss building a brand, including how to define what your brand is, how that will impact your current customers, brand standards, and more.

02. Promoting Your Brand

02. Promoting Your Brand

02. Promoting Your Brand

02. Promoting Your Brand

4m 12s

You've come up with a brand that you're passionate about. You've got brand standards in place and your messaging is ready. Now what do you do? If you want your brand to stand out, you have to promote it and you need to distinguish your brand from its competitors. In this program, we'll go over how to get your business noticed. We'll cover how to be seen, becoming your brand's authority, networking, using social media, and interacting with customers.

03. Rebranding

03. Rebranding

03. Rebranding

03. Rebranding

3m 13s

Rebranding a company can have its perks. You might dread this task, or think it's bad for your company, but sometimes it's new, fun, and exciting. If you've ever rebranded before, you quickly realize those "fun" parts: choosing colors, logos, and fonts. However, those are just "parts." In order to rebrand a company, you have to have a strong understanding of the process and you have to do it the right way. That's what this program is for. We'll define rebranding, what it means, what it takes, and what the impact will be on your company.

04. Brand Statement

04. Brand Statement

04. Brand Statement

04. Brand Statement

4m 17s

If you're struggling on where to start when it comes to building your brand or managing your brand, you need to start with creating a brand statement. A brand statement combines all your thoughts about your business mission, values, promise, and character into a concise statement. A brand statement defines what you do, how you are different from your competition, and what you want to deliver to your customers. Let's go over how to create a brand statement for your company, discuss how to test it, gain feedback, and apply that feedback.

Digital Marketing Skills

01. What is Digital Marketing?

01. What is Digital Marketing?

01. What is Digital Marketing?

01. What is Digital Marketing?

4m 45s

Unless you're completely "off the grid," you're interacting with digital marketing all day, every day. From your smartphone, nudging you with text alerts, to your laptop and its email greetings, to the tablet's app notifications, there is continual outreach from the business world to you, as the consumer. You can sign up, save, engage, and "like," all with an easy "click" or "tap." So how are YOU reaching out to YOUR customer? What prompts, nudges, and invites should you have out there? And where? "Follow" us through this series, and we'll help you figure that out! We'll start with a general scroll-through and then go through each component...click, click, click!

02. Types of Digital Marketing

02. Types of Digital Marketing

02. Types of Digital Marketing

02. Types of Digital Marketing

6m 38s

How do you optimize on a search engine? What is pay-per-click? Why would you share content for free? There are many new questions with digital marketing, and it can seem overwhelming at first. Never fear, ej4 is here! In this program, we'll list and explain the main aspects of marketing digitally. Then, in the following programs, we'll break those down individually, helping you choose the best tools for your company.

03. Social Media

03. Social Media

03. Social Media

03. Social Media

3m 27s

Warning: Content is fire, and social media is gasoline, according to digital marketing guru, Jay Baer. It's true that when used well, social media can cause your product to explode (in a good way!). But how do you ignite and fuel your social media presence? We'll explain here, as we go through best practices and approach.

04. SEO

04. SEO

04. SEO

04. SEO

4m 14s

Where do you rank? When someone searches those precious keywords, does your company show up? Or are you three pages back, twiddling your digital thumbs? This is what search engine optimization (SEO) addresses, and we're here to help you get up to speed. We'll go through the key(word) aspects of SEO, so you'll know best how to hit that coveted first page!

05. Content Marketing

05. Content Marketing

05. Content Marketing

05. Content Marketing

3m 57s

Author Andrew Davis says, "Content builds relationships. Relationships are built on trust. Trust drives revenue." When you provide valuable information, the prospect remembers, and begins to trust you. This dynamic makes content marketing an invaluable tool. Here, we explore the key aspects of it, how to get started, and how to get specific to your target market.

06. Email Marketing

06. Email Marketing

06. Email Marketing

06. Email Marketing

4m 9s

According to the Direct Marketing Association, for every $1 spent on email, the average return on investment (ROI) is $40. Not too shabby! If you want to increase revenue, or even just reach out personally to your customer, you'll want to check out this course. We go through the uses and advantages of this very effective (and oftentimes, lucrative!) marketing tool.

07. Pay-per-click

07. Pay-per-click

07. Pay-per-click

07. Pay-per-click

3m 58s

What's the deal with pay-per-click marketing? When is it wise to PPC? In this course, we'll go through the process, how it works, and when it would behoove you to join in.

08. Five Things Everyone Needs to Know

08. Five Things Everyone Needs to Know

08. Five Things Everyone Needs to Know

08. Five Things Everyone Needs to Know

2m 13s

There's no avoiding the digital movement. It's everywhere, with everyone, including your customer. If you have a business, online or not, you'll want to get familiar (maybe even friendly) with these five terms.

09. Driving Traffic to Your Website

09. Driving Traffic to Your Website

09. Driving Traffic to Your Website

09. Driving Traffic to Your Website

4m 35s

"If you build it, they will come." If your website was in the 1989 movie, Field of Dreams, you'd have customers coming out of the cornfields to read your content and buy your product. Alas, that is not the case. You need to build a good website, but you also need to direct the traffic to it. Here, we'll go through best practices to get that virtual doorbell ringing.

General Skills

Marketing to Millennials

Marketing to Millennials

Marketing to Millennials

Marketing to Millennials

4m 9s

When marketing to millennials, you have to drill down deep into the generation and the corresponding characteristics. In this course, we'll do just that, enabling you to create an effective and targeted marketing campaign.

Public Relations Trends

Public Relations Trends

Public Relations Trends

Public Relations Trends

3m 23s

It's never too early to be planning and preparing your team for your PR strategy. Public Relations is constantly changing. There are content marketing trends and innovative social media tools that change how we approach media and public relations. In this course, we'll take you through a breakdown of some Public Relations trends that you can expect to see. This includes going beyond executives for personal branding and thought leadership, owning your digital landscape, bringing in specialty firms for support, the "new" press release, and the importance of using video.

Marketing Essentials Skills

01. Understanding Marketing

01. Understanding Marketing

01. Understanding Marketing

01. Understanding Marketing

4m 59s

To consumers, marketing can seem like a mystery. We buy things and don't realize how much marketing impacted our decision to buy this brand over that brand. For a business, marketing is an essential function. For those of us outside of the marketing department, marketing can seem complicated and confusing. Yet while it can be tricky, marketing can make your life a lot easier, and your company more profitable. You just have to be familiar with it, which is what this series is in place to help you with. In this course, we'll define marketing for the non-marketer. We'll cover marketing orientations, common marketing terms, and provide a general overview of this complicated, yet critical part of running a successful business.

02. Types of Marketing

02. Types of Marketing

02. Types of Marketing

02. Types of Marketing

5m 49s

Every business owner wants to grow and develop a strong client base. Marketing and promoting a business is key to creating that growth. There are several different marketing methods that will help to grow a business, and that's what we'll cover in this course. First, we'll discuss traditional marketing like print advertisements, radio ads, and television spots. Then, we'll get into new marketing methods that utilize the internet, as well as integrated marketing which centers around strong, focused brand imaging. All of these types are important, so this program will help you determine which method may work best for your company.

03. Brand and Product Overview

03. Brand and Product Overview

03. Brand and Product Overview

03. Brand and Product Overview

3m 51s

If you have a superb product but a weak brand, you'll be lucky if anyone tries your product at all. Those are two big words you'll hear a lot when it comes to marketing: "brand" and "product." You might think they are the same, or that one is more important than the other. Neither of these are true. There are several fundamental differences between a brand and a product and it's important that you understand these differences. In this course, we'll go over the uniqueness of each, but also discuss how they're in balance with one another.

04. What Everyone Needs to Know

04. What Everyone Needs to Know

04. What Everyone Needs to Know

04. What Everyone Needs to Know

3m 24s

In most businesses, employees are expected to learn the ins and outs of the company. From the company values to the rules to the processes to the employee's duties and expectations, there's a lot to know. What should always be included in this list, is marketing. Any employee who comes into contact with a customer or client is performing marketing, whether they know it or not. They are brand ambassadors, and every employee should know how to represent the organization accurately and positively. Here are some key things EVERY employee must know about marketing.

Marketing Strategy Skills

01. What is a Marketing Strategy?

01. What is a Marketing Strategy?

01. What is a Marketing Strategy?

01. What is a Marketing Strategy?

1m 57s

Author Lee Bolman said, "A vision without a strategy remains an illusion." Having a strategy is important, but what is a strategy? Here, we'll look at the components and benefits of this first step to effective marketing.

02. Developing a Strategy

02. Developing a Strategy

02. Developing a Strategy

02. Developing a Strategy

4m 38s

We've all heard of the K.I.S.S. principle, which encourages us to "Keep It Super Simple." This applies well to creating your marketing strategy. In this course, we'll take you through five simple steps to get you started. Then, we'll explore the unique selling proposition, which is the base concept for all good marketing. Finally, we'll go over the seven sentences you'll write to complete your strategy. Sweet and simple.

03. B2B Marketing Strategy

03. B2B Marketing Strategy

03. B2B Marketing Strategy

03. B2B Marketing Strategy

6m 27s

How's your B2B revenue looking these days? Would you like to increase it? We're going out on a limb and guessing "Yes." This course presents the five simple steps to a solid business-to-business marketing strategy. These include creating a marketing funnel, which, much like a funnel cake and its enticing aroma, draws the customer in and guides them through the purchase.

04. Defining Your Target Audience

04. Defining Your Target Audience

04. Defining Your Target Audience

04. Defining Your Target Audience

2m 55s

There's a joke about a marketing client that says: "Our target market is males and females aged zero and up." We can bet with good odds that this client is spending way too much on marketing. Defining your market (with specific parameters) is crucial for your marketing budget and bottom line. This course helps you hit the bullseye, by first focusing on your current base, then demographics, and on to psychographics. By zeroing in on your customer, you'll avoid zeroing out your profits!

05. Measuring Your Marketing

05. Measuring Your Marketing

05. Measuring Your Marketing

05. Measuring Your Marketing

3m 55s

Management consultant Peter Drucker said, "What gets measured, gets managed." We agree. You can't effectively manage your marketing without knowing where you're at by measuring. That's where your marketing metrics come in. Through qualitative and quantitative data, you can tell who is consuming your content, and how they are consuming it (with relish, or no?). Here, we'll explore this data, where it comes from, and what it means for your "next move."

Public Relations Skills

01. Intro to PR

01. Intro to PR

01. Intro to PR

01. Intro to PR

4m 48s

In today's market, having a good public reputation is more important than ever before. If you have one negative incident, it could affect the future of your company. According to the Public Relations Society of America, or PRSA, Public Relations is defined as a strategic communications process that builds mutually beneficial relationships between organizations and their publics. The goal of Public Relations is to receive free editorial coverage. This can happen in two ways: press releases and company mentions. How can you get your company featured in the New York Times? How do you deal with bad press? We're going to talk through those scenarios throughout this series. In this first course, we'll discuss the basics of public relations and the common terminology that you'll want to become familiar with.

02. Press Releases

02. Press Releases

02. Press Releases

02. Press Releases

7m 7s

A press release is the quickest, easiest, and most cost effective way to get free publicity. If the press release is well written, it can result in multiple published articles about your company and your products. In this program, we are going to talk about writing press releases, what it takes to write a good one, and the steps you need to take. But also, just as important as writing a press release, we're going to talk about how to send them. If your writing isn't getting in front of anybody, what's the point in writing it?

03. Dealing with the Media

03. Dealing with the Media

03. Dealing with the Media

03. Dealing with the Media

4m 24s

As a Public Relations professional, you are going to have to deal with the media in a lot of ways. You're going to see the good, the bad, and the ugly. In the last program, we talked about writing press releases and sending those releases out into the media. But in this program, we are going to dig a little deeper and talk about how to contact reporters, besides just sending them an email, how to introduce yourself, and how to meet them in person.

04. How to Handle Bad Press

04. How to Handle Bad Press

04. How to Handle Bad Press

04. How to Handle Bad Press

4m 20s

You've heard the saying, "There's no such thing as bad press." That's only true to an extent. You will have to deal with negative stories and bad press, but how you overcome these can make or break a company. As a public relations professional, it's your job to handle disasters. No two situations are the same, but in this course, we'll talk about some tips for handling a PR nightmare. We'll discuss getting in front of the story, controlling the "spin," shortening the news cycle, and when it's best to take no action.

01. Intro to PR

01. Intro to PR

01. Intro to PR

01. Intro to PR

4m 48s

In today's market, having a good public reputation is more important than ever before. If you have one negative incident, it could affect the future of your company. According to the Public Relations Society of America, or PRSA, Public Relations is defined as a strategic communications process that builds mutually beneficial relationships between organizations and their publics. The goal of Public Relations is to receive free editorial coverage. This can happen in two ways: press releases and company mentions. How can you get your company featured in the New York Times? How do you deal with bad press? We're going to talk through those scenarios throughout this series. In this first course, we'll discuss the basics of public relations and the common terminology that you'll want to become familiar with.

02. Press Releases

02. Press Releases

02. Press Releases

02. Press Releases

7m 7s

A press release is the quickest, easiest, and most cost effective way to get free publicity. If the press release is well written, it can result in multiple published articles about your company and your products. In this program, we are going to talk about writing press releases, what it takes to write a good one, and the steps you need to take. But also, just as important as writing a press release, we're going to talk about how to send them. If your writing isn't getting in front of anybody, what's the point in writing it?

03. Dealing with the Media

03. Dealing with the Media

03. Dealing with the Media

03. Dealing with the Media

4m 24s

As a Public Relations professional, you are going to have to deal with the media in a lot of ways. You're going to see the good, the bad, and the ugly. In the last program, we talked about writing press releases and sending those releases out into the media. But in this program, we are going to dig a little deeper and talk about how to contact reporters, besides just sending them an email, how to introduce yourself, and how to meet them in person.

04. How to Handle Bad Press

04. How to Handle Bad Press

04. How to Handle Bad Press

04. How to Handle Bad Press

4m 20s

You've heard the saying, "There's no such thing as bad press." That's only true to an extent. You will have to deal with negative stories and bad press, but how you overcome these can make or break a company. As a public relations professional, it's your job to handle disasters. No two situations are the same, but in this course, we'll talk about some tips for handling a PR nightmare. We'll discuss getting in front of the story, controlling the "spin," shortening the news cycle, and when it's best to take no action.

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    Access anywhere, anytime

    Learn at work, at home or on the go. All of our courses our online and play well with desktops and mobile devices.

  • Certificate

    Certificate of Completion

    Upon completion of this Learning Path, you will be awarded a Certificate of Completion showing that you have gained the skills presented.

  • Support

    Support

    Have a question? We're here to help. We have detailed FAQs and resources as well as a support team ready to assist you.

  • Customization

    Customization

    We offer over 90 professionally hand-crafted learning paths to get you started, but we realized that not everyone wants to learn the same things. That's why we give you the flexibility to create your own, custom learning paths just for you and your team.

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