The details
Location: Online Mode of study: Part-time Qualification: Online short course (15 credits) Study duration: 10 weeks
Start date: Awarding body: University of Essex Delivered by: Kaplan Open Learning For queries: Call +44 (0) 1206 489 358

Find out what role marketing plays in the modern business environment, with this insightful online short course.  

The course explores the marketing process as a whole – from services and distribution to promotion and pricing. You’ll also learn about the importance of segmentation and the relevance of market insight and research. 

The course provides a solid introduction to key aspects of marketing, including: 

  • influences on consumer behaviour 
  • the importance of planning 
  • market auditing 


Once you’ve completed the course, you’ll have the opportunity to study other undergraduate online short courses or progress onto a full undergraduate degree. 

Why we’re great

  • Explore the whole marketing mix, from strategy to research. 
  • Gain the opportunity to develop effective marketing skills applicable for a wide range of roles. 
  • 95% of NSS survey 2023 participants felt they were building skills for the future. 
  • 92% of students said their course helped them develop their research skills (based on 2021 survey of active students).  

You’ll study the following topics as part of the online short course: 

  • marketing principles 
  • the wider business environment 
  • buyer behaviour 
  • segmentation 
  • marketing information and research 
  • product and price 
  • place and promotion 
  • planning, management and control  
  • services, products and digital marketing 

Teaching methods

Studying online gives you the freedom to study when and where it suits you – at home, during your lunch hour or anywhere else you have internet access. 

Our online short courses are delivered through a virtual learning environment (VLE) instead of a traditional campus. This means you’ll have access to your study materials 24/7, including: 

  • multimedia lecturecasts made up of written content, short videos, animation, audio recordings, infographics, short tests and mini-assignments 
  • discussion forums for you to chat about the course content with fellow students 
  • live Q&A sessions with your tutors 
  • a comprehensive eLibrary of textbooks and academic journals 
  • support from academic staff and your Student Support team 

To ensure you receive the support you need from your tutor, we cap our class sizes at 20 students. 


Assessment methods

Rather than fretting about exams, you’ll be assessed exclusively through assignments. These include assessed discussion forums, written assignments and journal entries. 

We’re committed to providing frequent and transparent feedback in the following ways: 

  • our assessment criteria are designed to be simple and transparent 
  • you’ll always be aware of your current provisional grade, right from the start of the programme 
  • you’ll be able to view your marks clearly in your gradebook whenever you log onto the learning platform 
  • there’s a seven-day turnaround for marking and feedback of assessed work 
  • you’ll have regular contact with your Student Support team, with whom you can discuss any concerns as soon as they arise 


Study duration

Our Fundamentals of Marketing online short course has a study duration of 10 weeks, including a one-week induction to help you settle into online study. 

The Fundamentals of Marketing online short course offers a whole host of opportunities. Not only does the qualification help you develop key marketing and analytical skills, you’ll also gain a solid understanding of marketing strategy within various industries. 

This short online course is sometimes referred to as a microcredential. This means that unlike some others found online, the course offers academic value. Upon completion, you’ll receive a digital certificate confirming you’ve achieved 15 academic credits at undergraduate level. This will be beneficial whether you’re looking to go into higher education or step into your first business role. 

If you wish to continue your studies and boost your prospects, you could choose to a study our BA Hons Business and Marketing. Please note, acceptance onto this undergraduate degree is subject to meeting the entry requirements of this particular programme. 

No formal qualifications or experience is necessary. 

As our online short courses are delivered in English, a high proficiency is required in this language. If English isn’t your first language, your ability should be equivalent to an IELTS (Academic) score of 6.5. Don’t worry if you don’t hold an IELTS or equivalent qualification – we offer a free online English test to assess your proficiency.  

You don’t need to prove your English ability if you are a national of, or have completed a qualification equivalent to a UK degree in, any of these countries. 

Full tuition fee:
£771 UK / £809 International (2023-24) Δ 
£771 UK / £849 International (2024-25) Δ

  • Our online short courses are fully inclusive – all teaching materials and required reading are included. 
  • Alumni discount of 10% of the tuition fee available if you’re a previous graduate with the University of Essex or University of Essex Online.  
  • We offer a 14-day moneyback guarantee, so if you decide your course isn’t for you during the first 14 days, we’ll give you a full refund. Terms and conditions apply. 

Δ All tuition fees shown are net of any applicable sales tax payable by you in your country of residence. Where we are required to add sales tax at the local statutory rate, this will be added to the tuition fees shown and confirmed during the payment process. 

Subject specialists, industry authorities and experienced academics: the tutors who teach on our Fundamentals of Marketing online short course are experts in business and marketing.

What our students say


William Annoh -Master of Business Management (MBM)

I was particularly impressed with the way that the online programme was structured. My Student Advisor Rebekah was very helpful in advising me and guiding me through the process. All the faculty who taught the modules were very very helpful; they taught me so much. I've learnt a lot of things and I'm willing and ready to use them in my career path. I particularly loved the discussion forums. It was a platform for us to engage with each other, so it helped us as online participants to get to know each other and think about different things. It helped me open my mind to a lot of different ideas. Now that I've finished my degree, the first thing I plan to do is to better myself in my role at work. I just started a new role last month so I'm looking forward to using my experiences from here to grow that. On the side I do some consultancy as well, and I have helped manage a few...

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