Marketing Management: What Is It and Why Does It Matter?
January 22, 2025
Article · 9 min read
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This course is part of Business and Marketing Strategies Specialization
Instructor: Alan Bradshaw
3,457 already enrolled
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(33 reviews)
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Beginner level
Students should have a capability for being able to explore ideas from a wide range of subjects and not expect the course to have narrow parameters.
(33 reviews)
Recommended experience
Beginner level
Students should have a capability for being able to explore ideas from a wide range of subjects and not expect the course to have narrow parameters.
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What does it mean to be a consumer in a consumer society? In this MOOC we think about marketing in terms of what marketing does rather than how we do it. It's not just a case of how we buy the products that are sold to us, but how we are affected by those products and the services that we encounter.
This course prepares students for a more analytical understanding in the role that marketing activities play in shaping our consumer cultures and lives. Rather than pose the question of how ‘we’ can sell more stuff to consumers, this course asks, what does it mean to be regarded as a consumer in this moment of history?
This week includes: gender, ideology, and governmentality.
3 videos5 readings1 assignment3 discussion prompts
This week includes: algorithmic culture, surveillance capitalism, and communicative capitalism.
2 videos3 readings1 assignment1 discussion prompt
This week includes: sustainability, green consumerism, and degrowth.
2 videos4 readings1 assignment
We asked all learners to give feedback on our instructors based on the quality of their teaching style.
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Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.
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