What are the four Ps of the marketing mix covered in Marketing Basics?

The four Ps are product, price, place, and promotion—the core elements used to plan a marketing strategy.

How does a perceptual map help with market positioning?

A perceptual map shows how customers view competing brands or products, helping marketers identify positioning gaps and differentiation opportunities.

What is skimming pricing strategy?

Skimming pricing sets a high initial price for a new product, then lowers it over time as demand broadens or competitors enter the market.

Free online course Marketing Basics

Duration of the online course: 28 hours and 47 minutes

4.7

(123)

Build real marketing skills fast with this free online course—master the 4Ps, segmentation, pricing, positioning and promotion to grow any brand.

In this free course, learn about

Marketing Foundations and Market Segmentation
Strategic Marketing and the Marketing Mix
Positioning and Product Management
Pricing, Distribution, and Marketing Communications
Supplementary Marketing Lessons Part One
Supplementary Marketing Lessons Part Two

About the free online course

Learn how marketing really works, from first principles to practical decisions you can apply to a business, brand, side project, or future role. This free online course guides you through the essential thinking behind successful marketing, helping you move beyond vague ideas and into clear frameworks for planning, prioritizing, and communicating value to the right audience.

You will explore how products and services are shaped, priced, distributed, and promoted in competitive markets. Along the way, you will develop the ability to look at a market and make informed choices about who to serve, what to offer, and how to stand out. You will also strengthen your understanding of customer needs, how perceptions influence buying decisions, and why positioning matters when similar options compete for attention.

The learning experience combines short lessons with knowledge-check questions, so you can test your understanding and build confidence as you progress. As you practice applying concepts such as the marketing mix, segmentation criteria, strategic planning steps, pricing approaches, distribution methods, and marketing communication, you will start thinking more like a marketer: focused on value, consistency, and measurable outcomes.

This course is a strong fit for beginners, entrepreneurs, students, and professionals who want a solid foundation in digital marketing and business fundamentals. By the end, you will have a clearer grasp of the decisions that drive growth, the language marketers use every day, and the mindset needed to connect what a customer wants with what a business offers.

Course content

Video class: 1 of 20 Marketing Basics : Myles Bassell 1h11m
Exercise: Which of the following is NOT one of the four Ps of the Marketing Mix?
Video class: 2 of 20 Marketing Basics : Myles Bassell 1h10m
Exercise: What is the key significance of a perceptual map?
Video class: 3 of 20 Marketing Basics : Myles Bassell 1h12m
Exercise: What is a key criteria for effective market segmentation?
Video class: 4 of 20 Marketing Basics : Myles Bassell 2/8 1h12m
Exercise: When selecting a market, what factors are important?
Video class: 5 of 20 Marketing Basics : Myles Bassell 53m
Exercise: What is a key way to segment a market based on customer needs?

Video class: 6 of 20 Marketing Basics 55m
Exercise: What is the first step in the Strategic Marketing Process?
Video class: 7 of 20 Marketing Basics : Myles Bassell 31212 1h10m
Exercise: What is a skimming pricing strategy?
Video class: 8 of 20 Marketing Basics : Myles Bassell 31412 1h08m
Exercise: “free” is an effective word to:
Video class: 9 of 20 Marketing Basics. 31912.wmv 1h08m
Exercise: What is an Example of Exclusive Distribution Strategy?
Video class: 10 of 20 Marketing Basics 32112 1h11m
Exercise: What type of utility is enhanced by modifying a product to make it more appealing?

Video class: Marketing Basics: 11 of 20 Professor Myles Bassell 57m
Video class: Marketing Basics: 12 of 20 Professor Myles Bassell 1h04m
Exercise: What is a key criterion for market segmentation?
Video class: Marketing Basics: 13 of 20 Professor Myles Bassell 1h08m
Exercise: What is an important factor in market positioning?
Video class: 14 of 20 Marketing Basics: Prof Myles Bassell 9.27.12 1h16m
Exercise: What is the first stage of the product lifecycle?
Video class: 15 of 20 Marketing Basics: Prof Myles Bassell 1h03m
Exercise: What is one reason why a product might fail in the marketplace?

Video class: 16 of 20 Marketing Basics: Prof Myles Bassell 1h07m
Exercise: What is a common method for calculating total revenue?
Video class: 17 of 20 Marketing Basics: Professor Myles Bassell 1h04m
Exercise: What is a possible pricing objective other than profit?
Video class: 18 of 20 Marketing Basics: Professor Myles Bassell 1h03m
Exercise: Which strategy is not part of the discussed distribution options?
Video class: 19 of 20 Marketing Basics - Professor Myles Bassell 59m
Exercise: What is a comprehensive strategy for effective marketing communication?
Video class: 20 of 20 Marketing Basics: Professor Myles Bassell 1h01m
Exercise: If you stop advertising:

Video class: Marketing 1 58m
Video class: Marketing 2 1h04m
Video class: Marketing 3 48m
Video class: Marketing 4 13m
Video class: Marketing 5 27m

Video class: Marketing 6 56m
Video class: Marketing 7 1h07m
Video class: Marketing 8 23m
Video class: Marketing 9 29m
Video class: Marketing 10 16m

Learn aboutMarketing Basics

Explore free online Marketing Basics courses designed for beginners who want to build practical skills in market research, branding, customer targeting, digital promotion, and campaign planning. Learn at your own pace, strengthen your marketing knowledge, and earn a certificate with every free course to showcase your new skills.