Program Overview

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Centre for Continuing Education

The Centre for Continuing Education at the University of Sydney offers a diverse range of professional development short courses. These courses are designed to enhance professional development, grow technical and people skills, and support career progression.

Course Subjects

The Centre for Continuing Education offers courses in various subjects, including:

• Business and management
  • Business communication
  • Business strategy
  • Business writing
  • Cultural competence and diversity
  • Finance
  • Leadership
  • Management
  • Organisational psychology
  • Sales and customer service
• English
• HSC preparation (years 10-12)
  • HSC biology
  • HSC business studies
  • HSC chemistry
  • HSC economics
  • HSC English
  • HSC mathematics
  • HSC physics
  • Year 11 (Revision)
  • Years 10-12 study and essay skills
• Humanities and culture
  • Creative writing
  • Music
  • Philosophy
  • Psychology
• Information technology
  • Adobe
  • AI and machine learning courses
  • Data analysis and analytics
  • Google
  • Microsoft
• Language
  • Arabic
  • Brazilian Portuguese
  • Chinese
  • French
  • German
  • Greek
  • Italian
  • Japanese
  • Spanish
• Marketing
  • Digital marketing
  • Marketing communications
  • Product development
• Project management
  • Agile methodology courses
  • Change management for projects
  • Stakeholder and people management
  • Technical project management skills

Marketing Fundamentals Course: Core Concepts and Strategies

This course provides a solid foundation in marketing, covering brand positioning, consumer insights, and marketing strategies across digital and traditional channels. It is perfect for beginners or those wanting a broad understanding of marketing essentials.

Course Details

• Duration: 1 session, 8 hours total
• Next date: 8 May 2026
• View all dates
• Next class mode: Face-to-face (venue TBA)
• See available modes
• Cost: A$560.00

Course Information

Marketing is a powerful business tool used to help you better understand your consumer and sales landscape. It includes every element of how you communicate your business, product or service, whether you work for a corporation, government or for yourself, in a B2B or B2C context.

Outcomes

By the end of this course, you should be able to:

• discuss the theory behind marketing and the latest buzzwords
• identify how marketing activities fit within businesses and organisations of all sizes and sectors
• identify clear marketing objectives and their importance for your brand, business or organisation
• recognise the key components of the marketing mix and how these can be utilised to meet marketing or organisational goals
• feel confident applying a range of marketing tools and templates in your day-to-day work

Content

Introduction to marketing

• What is marketing
• Marketing in different sectors
• Brands and branding
• Trends and changes in marketing
• What drives our buying decisions
• Understanding your consumer better
• Buzzwords, industry terminology and jargon

Understanding brands

• What is a brand and why have one
• Branding and brand positioning
• Differentiation and unique selling points (USPs)
• What makes strong brands

Market segmentation and target markets

• The theory behind market segmentation
• Identifying attractive segments and ways to segment your market
• How understanding your target market can ensure your campaigns are economical and efficient

The marketing mix – your toolbox

Consider the elements of the marketing mix and the unique advantages and characteristics of each method, including:

• the 4 Ps, 7 Ps (service marketing)
• online and traditional marketing tools within the changing landscape
• understand the power of effective integration of your marketing mix
• the Marketing funnel – getting to know your consumers

Intended audience

• Junior marketers within organisations from SMEs to corporations, small business, not-for-profit and government
• Anyone wanting a broad understanding of the key aspects of product and service marketing
• Anyone with a non-marketing background who is working in marketing, and/or those with new marketing responsibilities
• External stakeholders who work with marketers and seek an overall understanding of the discipline

Delivery style

• Face-to-face, presenter-taught workshop/lecture
• Online workshop/lecture via the platform Zoom

Delivered as a combined lecture and interactive workshop. You'll be encouraged to share your ideas and background to broaden class discussions.

Materials

A course workbook is distributed electronically using Dropbox.

Before the course

Bring along an example of marketing that you have seen. It might be something you really like, or something you don’t like. Examples might be a billboard, print or TV ad, a shop you frequent which uses marketing well, or a new product launch.

Organisational training

For groups of six or more, courses can be delivered to your team with the option to tailor content.

Meet the facilitators

Jeannine Galland

Jen Galland is a senior marketing professional with over 30 years’ experience in various roles. She has taught at CCE since 2017, and holds a Bachelor of Business (Majoring in Marketing, Sub major...

What others say

A very informative course and very hands-on - will make it easy to apply back at work.

• Anna Klingberg

Marketing Course: Level 1 was very informative. The course was a great introduction into marketing and really laid the foundations for understanding how marketing works.

• Sarah Grant

Well presented and clearly communicated, with a friendly atmosphere and good interactivity.

• Chris Heap

Related courses

• Advanced AI Course: Mastering ChatGPT, Claude, Gemini, Perplexity and Other Tools for Marketing and Content
• Advanced Marketing Course: Advertising, PR, and Digital
• Beginner AI Course: Using ChatGPT, Perplexity and Gemini for Business and Marketing Writing
• Content Marketing Course
• Digital Marketing Strategy Course for Managers and Leaders
• Digital Presentation Skills Course for Professionals
• Product Management Course: Foundations
• Social Media Marketing Course: Facebook, Instagram and LinkedIn
• Strategic Marketing Planning Course

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Contact

Centre for Continuing Education
160 Missenden Road
Newtown NSW 2042
Australia

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ABN

ABN: 160

CRICOS Number

CRICOS Number: 00026A