Fundação Instituto de Administração

Fundamentals of Marketing

Taught in English


Gain insight into a topic and learn the fundamentals

Lucas Lobo

Instructor: Lucas Lobo

Beginner level

Recommended experience

31 hours to complete
3 weeks at 10 hours a week
Flexible schedule
Learn at your own pace

Details to know

Shareable certificate

Add to your LinkedIn profile


21 quizzes, 1 assignment

See how employees at top companies are mastering in-demand skills


Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV

Share it on social media and in your performance review


There are 5 modules in this course

Let's take a closer look at what marketing is, what activities it entails, and how to work with markets and STP (segmentation, targeting and positioning).

What's included

8 videos6 readings6 quizzes1 discussion prompt

After taking a holistic approach to the marketing mix, we'll dive deeper into the product aspect of the mix as well as some of its most common tools.

What's included

5 videos4 readings4 quizzes1 discussion prompt

In this module, we'll take a closer look at the price aspect of the marketing mix, as well as some pricing tools and strategies.

What's included

4 videos3 readings2 quizzes1 peer review

Between online and offline channels, in this module we'll deep-dive on the place aspect of the marketing mix, as well as the shopper trip and some channel strategies.

What's included

5 videos1 reading5 quizzes1 discussion prompt

In this last module, we'll look into promotion, promotional strategies, and wrap-up the course with a final assignment!

What's included

5 videos3 readings4 quizzes1 assignment1 discussion prompt


Lucas Lobo
Fundação Instituto de Administração
2 Courses50 learners

Offered by

Recommended if you're interested in Marketing

Why people choose Coursera for their career

Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

New to Marketing? Start here.


Open new doors with Coursera Plus

Unlimited access to 7,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription

Advance your career with an online degree

Earn a degree from world-class universities - 100% online

Join over 3,400 global companies that choose Coursera for Business

Upskill your employees to excel in the digital economy

Frequently asked questions