Micro-Course: Business Functions – Marketing (including E-Commerce)

(Equipping Participants with Essential Marketing Knowledge and Digital Business Skills)

1. Course Introduction

This micro-course introduces participants to core marketing functions within businesses, including modern e-commerce practices.

It provides practical insights into marketing strategies, consumer behavior, digital sales, and online business operations, enabling participants to apply marketing and e-commerce principles effectively.

 

2. Course Objectives

By the end of this course, participants will be able to:

1. Understand the core functions and role of marketing in business.
2. Identify target markets and analyze consumer behaviour.
3. Develop marketing strategies and plans aligned with business objectives.
4. Utilize digital marketing and e-commerce tools for business growth.
5. Implement online sales and customer engagement strategies.
6. Monitor and evaluate marketing performance effectively.

 

3. Targeted Group

• Aspiring marketers and entrepreneurs
• Small business owners seeking online sales growth
• Students and graduates in business, marketing, or e-commerce
• Professionals transitioning to digital marketing roles
• Anyone seeking practical skills in marketing and e-commerce

 

4. Course Duration

• Duration: 2–4 weeks (flexible, depending on delivery mode)
• Total Learning Hours: 12–20 hours
• Mode of Delivery: Online, classroom, or blended learning
• Practical Component: Case studies, exercises, and digital marketing simulations

 

5. Training Methodology

• Interactive lectures and multimedia presentations
• Practical exercises in marketing and e-commerce tools
• Case studies on real-world marketing and online sales strategies
• Group discussions and problem-solving activities
• Mini-project: creating a marketing plan with e-commerce integration

 

6. Course Content

Module 1: Introduction to Marketing

• Definition, purpose, and functions of marketing
• Marketing mix (4Ps) and business alignment
• The role of marketing in business success

Module 2: Consumer Behaviour & Market Segmentation

• Understanding customer needs and preferences
• Market research and analysis
• Segmenting and targeting customers effectively

Module 3: Marketing Strategy & Planning

• Setting marketing objectives
• Competitive analysis and positioning
• Developing a marketing plan

Module 4: Branding & Product Management

• Brand development and management
• Product life cycle and portfolio management
• Differentiation strategies

Module 5: Promotion & Communication

• Advertising, sales promotion, and public relations
• Digital marketing channels: social media, email, SEO, content marketing
• Creating integrated marketing campaigns

Module 6: Sales & Distribution Channels

• Traditional and digital sales channels
• E-commerce platforms and online marketplaces
• Customer engagement and online customer journey

Module 7: Marketing Metrics & Performance Evaluation

• Key performance indicators (KPIs) in marketing
• Analyzing digital marketing analytics
• Adjusting strategies based on insights

Module 8: Capstone Project – Marketing Plan with E-Commerce Integration

• Develop a practical marketing plan for a product or service
• Incorporate e-commerce strategies for online sales
• Present the plan for assessment

 

7. Learning Outcomes

Participants completing this micro-course will be able to:

• Apply marketing principles to real-world business contexts.
• Analyze consumer behavior and segment markets effectively.
• Implement digital marketing strategies and e-commerce solutions.
• Develop actionable marketing plans with measurable outcomes.
• Evaluate marketing performance and adjust strategies for better results.

 

8. Certificate of Completion

Award:
🎓 Certificate of Completion – Business Functions: Marketing (with E-Commerce)

Issued By:

Accredited business or professional training institutions

Assessment Criteria:

• Active participation in lectures and exercises
• Completion of practical assignments and case studies
• Submission and presentation of the capstone marketing plan

Career / Enterprise Opportunities:

• Marketing Assistant / Coordinator
• E-Commerce Specialist
• Digital Marketing Executive
• Small Business Marketing Manager
• Entrepreneur / Online Business Owner