Learning Outcomes

Business-to-Business (B2B) Markets

Types of B2B Buyers

Buying Centers

Stages in the B2B Buying Process

International B2B Markets and E-commerce

Lesson Summary

In this module, you will learn about the features of business-to-business markets. You will learn also about the types of buyers in B2B markets and the stages in the buying process.

Marketing Channels and Channel Partners

Typical Marketing Channels

Functions of Channel Partners

Marketing Channel Strategies

Channel Dynamics

In this module, you will learn a great deal about the importance and functions of marketing channels. You will learn about the different types and how they are exemplified in real-world businesses. Lastly, you will learn about channel partners.

Buying Behaviour: Situational Factors

Personal Factors and Buying Behavior

Psychological Factors and Buying Behavior

Societal Factors and Buying Behavior

Consumer's Decision-Making Process

Stages in the Buying Process

In this module, you will learn about the various factors that influence the buying behaviour of consumers. You will learn about the social, psychological, personal and situational factors affecting buying behaviours, as well as the consumer's decision-making process.

Components of Strategic Planning

Organizational Objectives and Strategies

Strategic Portfolio Planning Approaches

In this module, you will learn about the components of strategic planning, value proposition and how to develop organizational objectives. You will also learn about some specific portfolio planning methods like the BCG matrix and the General Electric approach.

Marketing Information Systems

Problem Definition and Research Design

Specifying Samples and Form Design

Data Collection and Analysis

In this module, you will learn about the Marketing Information System and its components. You will also learn in detail the steps in the marketing research process.

Customer Communities

Loyalty Management

Customer Satisfaction

Ethics, Laws, and Customer Empowerment

In this module, you will learn about the relevance of ensuring customer satisfaction, and strategies to employ. You will learn also about loyalty management and the ethics to observe.

Principles of Marketing - Course assessment

This free online diploma course explains how to conduct market research to sell yourself and build customer loyalty.

Principles of Marketing

This free online diploma takes you through common buying trends in business-to-business and business-to-customer markets. We show you how to gather market intelligence using market information systems so you can manage and leverage customer communities to build up customer satisfaction and hence loyalty. This comprehensive course teaches you how to get ahead by selling ideas, products or even yourself.

This free online diploma course is meticulously designed to provide you with the knowledge and valuable skills you need to succeed in the fields of marketing, consumer behaviour, strategic planning and marketing research. We begin with analysis of business-to-business (B2B) markets and examine their characteristics and buying trends as we compare them to business-to-customer (B2C) counterparts. We navigate the stages of the buying process for B2B markets. The course then delves into marketing channels and investigates the role of channel partners. There is often conflict between marketing channels so this course shows you how to defuse such tension and ensure cooperation. We break down the complexities of consumer purchasing behaviour to demonstrate the importance of seemingly random factors like customers’ personality traits or store design. This free online diploma course explores the social, psychological, situational and economic factors that can influence purchasing behaviour. 
We go deeper into the connections between market research, strategic planning and customer satisfaction. We provide tools to allow for cogent strategic planning, including a ‘strengths, weaknesses, opportunities and threats’ (SWOT) situational analysis. We unpack strategic portfolio planning, citing the Boston Consulting Group’s growth-share matrix and General Electric’s approach. People trying to sell products, business ideas or themselves are typically asked, “Why should I buy from or hire you?” The answer to such questions can be found in a ‘value proposition’ and we explain how. This course then moves on to market information systems as you master internally generated reports and the use of other resources like search engine monitoring and analytics software. Designing questionnaires for market research may not seem like serious business but it can make or break a campaign. This course lays out the steps of the market research process, from problem definition to the presentation of findings. We then cover customer satisfaction, communities, loyalty programs and the laws governing the relevant corporate activities. 
Identifying your target customers can be as difficult as selling goods and services and neither is as challenging as building customer loyalty - all of which must occur for a conventional business to succeed. Marketing is a lot more than just raising awareness of a product or service: it’s a combination of strategic planning, the use of marketing channels and understanding customer and business buying behaviours by conducting adequate market research to satisfy your customers and earn their loyalty. The course covers all of these important topics and takes you through each step of the marketing process. It suits anyone working in commerce, be they a small business owner or someone eyeing the management track at a large firm, or in communications as these skills can be used to sell products, services or ideas.

[2025] 300+ Free Digital Marketing Certificates & Badges

11 Best Applied AI & ML Courses for 2025

Chasing 100M Daily Users, Duolingo Reconsiders Ads, Paying Influencers, and Its Most Expensive Plan

Coursera’s New Deal with Google Could Cost the Company Millions

8 Best Geology Courses for 2025

2022 Year in Review: The “New Normal” that Wasn’t

Coursera’s $100 Million Thesis: Andrew Ng Will Think of Something

6 Best Free OCaml Courses for 2025

2000+ Free Developer and IT Certifications

Best CSS Layout Courses for 2025

2U/edX Implements Another Round of Layoffs Amid Ongoing Financial Struggles

Learn Something New: 100 Most Popular Courses For December

[2025] 2000+ Free SWAYAM + NPTEL Courses

Coursera’s 2025 Strategy: Focusing on Campus, Scaling Back Degrees

11 Best ChatGPT & Prompt Engineering Courses for 2025

10 Best Organic Chemistry Courses for 2025

Introduction to the GDPR

The Data Protection Officer (DPO) Role in the GDPR

Personal Data Security Guidance for Microenterprises in the GDPR

Five Steps to Secure Cloud-based Environments

Introduction to the GDPR for the Private Individual

What Can Organisations Do Now to Prepare for the GDPR?

The Key Steps You Need to Take to Ensure Compliance with the GDPR

Learn about the GDPR which comes into effect from 25th May 2018, which increases the obligations on organisations around data protection, and gives greater control to individuals over their personal data.

General Data Protection Regulation - Course Assessment

Do you understand GDPR? Or that a company that fails GDPR can get a €20million fine? Take this free online course.

General Data Protection Regulation (GDPR)

This free online General Data Protection Regulation (GDPR) course will teach you everything you need to know about European data protection regulations. Data protection regulations can be difficult to correctly understand and apply, however, any company that fails to meet GDPR compliance can be fined for up to €20 million. This free online course will teach you everything you need to know about GDPR to protect yourself from financial loss.

Topic A: Understanding Customer Service

Topic B: Identifying Customer Expectations

Topic C: Providing Excellent Customer Service

Review Quiz

In this module, Understanding Customer Service, students will learn the basics of customer service, identifying customer expectations, and providing excellent customer service.

Topic A: Focusing on the Customer

In this module, Focusing on the Customer, students will learn about putting the focus on the customer and their needs.

Topic A: Customer Service and the Telephone

In this module, Customer Service and the Telephone, students will learn about how the telephone relates to customer service and how to handle phone calls.

Topic A: Handling Complaints

In this module, Handling Complaints, students will learn how to handle customer complaints in a professional manner.

Topic A: Enduring Stress

In this module, Enduring Stress, students will learn about how to endure the stresses of working in customer service.

Customer Service Skills - Assessment

Become expert in customer service and polish your professional communication skills in this free online course.

Customer Service Skills

This training course teaches you the basics of customer service. We show you how to focus on the customer to understand their expectations to help you improve their experience of your business. We explain how to deal with stress and constructively interact with clients on the telephone to handle complaints. People’s perceptions of your company’s brand are defined by customer experience, so sign up to make sure they remember you fondly.

ISO 37301:2021 Introduction

Context of the Organization

Expectations from Leadership

Planning for Compliance Management

Providing Support

Operation of Compliance Management System

Evaluating Compliance Performance

Improving the Compliance Management System

This module will introduce you to ISO 37301:2021, the latest compliance management systems standard published by ISO. You will understand the structure and requirements for establishing, developing, implementing, evaluating, maintaining, and improving an effective compliance management system within an organization.

ISO 37301:2021 - Principles of Compliance Management Systems - Course Assessment

Learn the fundamentals of compliance management systems based on ISO 37301:2021 requirements in this free online course.

ISO 37301:2021 - Principles of Compliance Management Systems

This compliance management course will familiarize you with the latest compliance management systems standard published by the International Organization for Standardization (ISO). You will learn the basic elements of compliance management systems by understanding the requirements of ISO 37301:2021. In addition, this course will guide you through establishing, implementing, maintaining, and continually improving a compliance management system.

Introduction to B2B Customer Success Management

Customer Onboarding

Customer Support Strategies

Driving Long-Term Customer Success

This module serves as the foundation for understanding the critical role of customer success in the B2B landscape. You will explore the concept of customer success, learning how it differs from customer support and customer experience. Gain insights into the key metrics that define customer success and how to use them effectively.

B2B Customer Success Management - Course Assessment

Explore B2B Strategies to boost customer satisfaction, retention, and business growth in this free online course.

B2B Customer Success Management

Embark on a journey to become a top-tier Customer Success Manager with this expertly designed course, crafted to empower you with the skills and strategies needed to enhance customer satisfaction and ensure loyalty. You'll learn how to drive customer satisfaction, boost retention, and fuel business growth by mastering the strategies of B2B Customer Success Management. Build a high-performing Customer Success team for your customers. Enrol now!

Retail Management Industry, Progression and Skills

Merchandising

Pricing and Displays

In this module, you will learn the basic principles of retail management and how to advance your career in this field. You will learn what is involved in merchandising and pricing and get a thorough overview of the responsibilities of a retail manager.

Checkout, Sales Concept and Required Skills

Consumer Behaviour and Interpretation

Pre-empting and Solving Issues

In this module, you will learn the importance of using the checkout correctly, the factors involved in the sales process, and how to manage any problems that may occur. You will be introduced to the concept of consumer behaviour and its importance to the retail sector.

Trends and How to Use Them

Targeting Customers

Communicating with Customers

Dealing with Unhappy Customers

In this module, you will learn how to effectively target and communicate with consumers so as to maximise your sales. You will gain an awareness of different trends, and learn how best to communicate with the consumers who enter, how to pitch trends to them, and how to anticipate and deal with any problems which may arise.

Retail Environment and Key Concepts

Creating an Environment

Customer Relationships

Dealing with Relationship Issues

In this module, you will learn how to curate a positive and ideal environment within your store. You will learn how to create and maintain good, healthy customer relationships, and how to handle any issues that may arise with customers, so that your retail output will remain high.

Retail Management: Merchandising, Sales and Customer Communications - Assessment

Learn basic merchandising and communications skills involved in retail management with this free online training course.

Retail Management: Merchandising, Sales and Customer Communications

This free online retail management training course will provide a thorough introduction to the basics involved in managing a retail outlet. You will learn the principles behind sales techniques, how to effectively merchandise your products, and the most constructive ways to communicate with your customers. This course is all about how to sell your products and win over your customers, so if you are an aspiring retail manager, get started today.

Introduction to Rental Property Management

Financial Management, Property Maintenance and Relationships

Property Management Software and Sustainability

This module is an introduction to rental property management. You will learn about different types of rental properties and the roles and responsibilities of a property manager. Also, you will discover marketing strategies for attracting potential tenants, the tenant screening and selection process, and the factors affecting financial management.

Rental Property Management Fundamentals - Course Assessment

Learn how to be a successful landlord in this free online course that lays out the basics of rental property management.

Rental Property Management Fundamentals

Do you want to acquire the techniques and best practices used to rent out property? Would you like to know the risks associated with being a landlord and how to reduce them? This course explores the basics of rental property management and explains how property managers find suitable tenants and make sure that the property is properly maintained. We also break down the components of a lessee/lessor relationship to help you interact with tenants.

Introduction to Stock Management and Potential Issues

Stock Control and the Impact of Poor Stock Management

The Role of Location

Benefits of the Correct Location and Costs

In this module you will be introduced to the importance of good stock management, how to keep control of your stock, and the negative consequences for the store if the stock is not managed correctly. You will learn the factors required in setting up a store in terms of location, cost, and customer access. You will be provided with advice for the business plan of the retail outlet, and obtain the tools necessary to determine if you are ready to set up your own store.

Psychology and its Purposes

Choosing a Supplier and Potential Issues

Product Delivery and Damaged Items

In this module you will learn the importance of retail psychology, how its designs are included in every aspect of store layout, and how to utilise psychological tactics in your own store. You will learn the importance of choosing the correct supplier, how to make sure they are a good fit for your store, and how to maintain a trusting relationship despite any problems with delivery.

Introduction to Security Measures

Security Procedures

Assembling and Uniting Your Team

Dealing with Team Issues

In this module you will be introduced to the concept of retail security and its importance to the success of your store. You will learn how to install the right security measures and what steps to take if things go wrong. This module will also explain the significance of hiring the correct staff, and explore how to create a unified team which will be beneficial to all involved in the running and merchandising of the store.

Multiple Channels

Retail Marketing

Budgeting and Marketing Benefits

In this module, you will be introduced to the concept of marketing and selling in multiple channels, and the benefits of this for your retail outlet. You will learn the basics of retail marketing, the key factors to include in your budget, and the dangers posed to your business by not marketing correctly.

Introduction to Brand Management

Dos And Don'ts of Brand Management

Branding Resources

In this module you will be introduced to the concept of brand management specifically, as opposed to marketing, and the difference between these concepts. You will learn how to curate your brand effectively, how to carry out brand research, and factors to consider when marketing your brand. You will also learn the mistakes you should avoid when completing these steps.

Following Health & Safety Regulations

Key Health & Safety Policies

Dealing with Food and Produce

In this module, you will be introduced to the health and safety regulations which all retail stores must follow. You will learn the basic set of guidelines which can be applied to any store, and the consequences for the store, staff and customers if these policies are implemented. You will be guided through the process of creating your own set of guidelines, to suit a specific retail store.

Basic Consumer Rights

Your Responsibilities as a Trader

Customer Issues and Legal Resources

In this module, you will learn about the basic legal rights held by the customer in a retail context. You will be introduced to the responsibilities of the trader when upholding these rights, and the subsequent legal rights of the trader throughout the exchange. You will be shown the resources which you have available, and how to find legal help should you need advice, or if there is a problem with a customer which must be taken to a third party.

Retail Management: Course Assessment

Learn how to manage a retail outlet and ensure that it reaches its full potential with this free online diploma course.

Diploma in Retail Management

Get to grips with running any kind of retail store with this diploma course. We explore all aspects of managing your own outlet, including choosing a location and hiring a cohesive team, budgeting, security and so on. We also delve into advertizing, marketing and managing your brand. This course suits anyone looking to polish their retail management skills, whether you are experienced or just starting out, so sign up to boost your career.