Self-Paced Online Course

Marketing

The essentials of marketing — from market research and the message to modern digital channels and analytics — with a sharp focus on the special challenges and opportunities startups face.

  • Self-Paced
  • 28 Study Hours
  • 17 Sections
  • Certificate of Completion
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Course Introduction

About This Course

Marketing that builds traction, not just awareness

This course covers the essentials of marketing alongside the special challenges and opportunities that startup companies experience. You'll work through the full marketing mix — market research, advertising, public relations, tradeshows and events, and telesales — and see how each piece contributes to a coherent go-to-market effort.

Modern, online marketing techniques are explored in depth, including search engine marketing, social media, online video, email, the company website, CRM systems, and marketing analytics — together with the more traditional methods that still earn their place. A dedicated section on marketing for startup ventures shows how to generate buzz and momentum on a lean budget, and a closing section addresses the realities of international marketing.

A certificate of completion is awarded when you successfully complete the course.

Learning Objectives & Outcomes

What you'll be able to do

  • ✓Appreciate the scope of marketing and the roles of market research, advertising, public relations, tradeshows and events, telesales and other components of the marketing mix.
  • ✓Create a digital marketing plan involving search engine advertising, social media marketing, online videos, customer relationship management (CRM) systems, email and marketing analytics.
  • ✓Craft and present a compelling marketing message that communicates your value proposition to the right audience.
  • ✓Conduct market research to understand customer needs, size your market, and validate demand before committing resources.
  • ✓Plan and run advertising and public relations campaigns that build awareness and credibility for your brand.
  • ✓Use tradeshows, events, email, and telemarketing as targeted channels to reach and convert prospects.
  • ✓Build and optimize a company website and a search engine marketing strategy that turn visitors into qualified leads.
  • ✓Apply marketing analytics to measure performance, attribute results, and improve return on marketing spend.
  • ✓Deploy a CRM system to manage leads, nurture relationships, and keep marketing and sales aligned.
  • ✓Select the distribution channels and routes to market that best fit your product, sector, and growth stage.
  • ✓Tackle the special challenges — and seize the opportunities — of marketing a startup venture on a limited budget.
  • ✓Adapt your marketing approach for international markets and cross-border expansion.

Course Sections

Seventeen sections, in sequence

  1. 01The Marketing Function
  2. 02Creating & Presenting the Marketing Message
  3. 03Market Research
  4. 04Advertising
  5. 05Public Relations
  6. 06Tradeshows & Events
  7. 07Email Marketing
  8. 08Telemarketing
  9. 09Search Engine Marketing
  10. 10Online Video Marketing
  11. 11The Company Website
  12. 12Marketing Analytics
  13. 13CRM — Customer Relationship Management Systems
  14. 14Distribution Channels
  15. 15Social Media Marketing
  16. 16Marketing for Startup Ventures
  17. 17International Marketing

Goes Well With

Round out your go-to-market toolkit

Marketing is where a startup earns its buzz, traction, and growing pipeline — but it works hardest alongside the disciplines that turn interest into revenue and protect what you build. These SVBS courses extend your reach where it counts:

Sherpa, the SVBS AI startup guide — a husky wearing glasses

Sherpa · Your AI Startup Guide

Turn marketing into momentum, with Sherpa

This course shows you how to generate the buzz, customer traction, and pipeline that move a startup forward. Sherpa turns that into your plan. As your AI guide, Sherpa helps you target your destination, plot your milestones, and track your momentum stage by stage, drawing on the same "Zero to IPO" methodology to keep you climbing toward your summit.

Sherpa is included with the Entrepreneur subscription ($50/month), which adds startup guidance and the Milestone Progress tracker on top of the full course library.

Get Sherpa →

Ready When You Are

Start the Marketing course today

Self-paced, 28 study hours, included with your SVBS subscription alongside the full course library and Prof, your AI course tutor — and you earn a certificate of completion when you finish.

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Certificate of completion included · Cancel anytime · Instant access

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