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Fundamentals of Marketing
Learn how to segment markets, position brands, and measure impact with confidence guided by Ivey faculty Miranda Goode.
Price
$690.00 CAD $640.00 CAD
Start anytime
10 hours 
Online Self-Paced Start anytime
Self-Paced
10 hours
$690.00 CAD
$640.00 CAD
Marketing is one of the most versatile and career-relevant skills in business. Whether you're launching a product, advising clients, or leading a team, understanding how to analyze markets and communicate value is essential.
In this self-paced course, Ivey faculty member Miranda Goode introduces the core concepts of marketing strategy. You’ll explore how segmentation, targeting, and positioning work together to shape brand strategy, and how marketing tactics and metrics drive performance. The course blends analytical tools with real-world application, preparing you to make sound marketing decisions and implement them effectively.
This course is ideal for professionals who want to build marketing fluency, sharpen strategic thinking, and apply insights immediately in their work.
Learning Outcomes
By the end of this course, you will be able to:
- Understand and apply major marketing concepts such as market segmentation and positioning
- Cover the essentials of current marketing practice
- Acquire marketing skills that support your career
- Maintain a permanent market orientation, regardless of your role
- Analyze the market and business environment in which your organization operates
- Determine major opportunities and challenges facing your organization
- Develop a set of alternative marketing strategies and select the most appropriate one
- Convert your choice into an implementable, differentiated, and profitable action plan
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This self-paced course includes approximately 10 hours of content, designed to be completed within a 90-day window. You’ll progress through interactive modules, complete knowledge checks, and receive instant feedback through our AI-first LMS.
Course Roadmap
Module 1: Segmentation
Learn how to define and analyze market segments. Explore the benefits of segmentation, common approaches, and how to overcome implementation challenges.
Module 2: Positioning
Use data visualization to make strategic decisions about brand positioning. Learn how to craft positioning statements and perceptual maps, and understand why consistent positioning matters.
Module 3: Marketing Tactics and Metrics
Dive into promotional strategy and social media communications. Learn how to calculate the effectiveness of online advertising, understand content virality, and apply key marketing metrics such as ROI, CLV, and Net Promoter Score.
Dates & Fees
Start anytime
Duration: ~10 hours (self-paced)
Access: 90 days from enrollment
Tuition: $500 CAD
Certificate: Digital credential upon completion
No prerequisites required. Enroll anytime and learn at your own pace.
This course is part of Ivey Essentials bundle. Complete all six to earn a certificate in foundational business skills.
This course is designed for professionals who want to strengthen their marketing knowledge and apply it to business decisions. No prior marketing experience is required.
Ideal participants include:
- Managers and analysts seeking to understand marketing strategy
- Entrepreneurs and product leaders launching new offerings
- Professionals preparing for an MBA or executive program
- Consultants and advisors supporting clients with marketing plans
Miranda Goode
Associate Professor, Marketing
Miranda Goode is an Associate Professor of Marketing at the Ivey Business School and holds the StarTech Professorship in Customer Insights. Dr. Goode's research focuses on consumer learning, emotions, and well-being in domains related to money, consumer debt, experiential consumption, and new products. Her research has been awarded over $680,000 in external funding and her work has been published in Journal of Marketing Research, Journal of Consumer Psychology, Science, Current Directions in Psychological Science, Psych & Marketing and has been featured in media outlets worldwide including The New York Times, Boston Globe, The Star Tribune, CBC Radio, and TV.
Courses
Start anytime. Complete at your own pace.
| Length | Learning Method | Tuition Fees |
|---|---|---|
| 10 hours | Online Self-Paced |
$690.00 CAD
$640.00 CAD |
Enrollment and Payment FAQs
Click “Enroll Now” on the course page and follow the prompts to complete your registration.
We accept major credit cards. You’ll be prompted to select your preferred method during checkout.
Yes. You can forward the payment link or invoice to your employer, or contact us for assistance with corporate enrollment.
- For Cohort programs - 30 Days Before Program Start
- Cancellation: You will receive a full refund of the program fee.
- Transfer to a Later Date: No fees apply.
- Less than 30 Days Before Program Start
- Cancellation: Incurs a 25% cancellation fee.
- Transfer to a Later Date: Incurs a 15% transfer fee.
- Compassionate exceptions: Fees may be waived on compassionate grounds, please contract (Operations email).
- Unredeemed transfers: If not used within 12 months, the full program fee is forfeited.
No, the purchaser and the person taking the course must match to ensure the digital credential is given to the correct person.
Yes, please contact (Operations email) and they will set up a group invoice.
Certification and Credentials
Yes. You’ll receive a digital certificate from Ivey Business School upon successful completion of the course.
Ivey’s certificates are widely respected and can be added to your LinkedIn profile or resume.
Upon completion, you’ll receive a secure digital credential directly to your email, that can be shared and verified online.
Self-Paced Course Structure and Experience
This is a self-paced, asynchronous course with interactive modules, quizzes, and AI-powered feedback.
You’ll have access for 90 days from the date of purchase.
Approximately 10 hours in total. You can complete it at your own pace over the course of 90 days.
There are no formal exams. You’ll complete quizzes and knowledge checks with unlimited attempts.
This course is self-directed and does not include instructor-led live sessions. You may interact with other students through online activities.
