Block 1 introduces foundational marketing concepts and methods, focusing on how businesses understand and respond to consumer needs. It sets the scene by providing a firm foundation in marketing by identifying its definitions, roles, significance, and evolution within different business contexts. You’ll become familiar with marketing orientations and the steps involved in the marketing process. This block also provides insights into consumer behaviour and sheds light on the impact of digital technologies on marketing, including opportunities and challenges. It delves into the importance of research in marketing and how it informs marketing decisions.
Block 2 introduces key marketing concepts such as segmentation, targeting, and positioning (STP), showing how organisations identify and reach different customer groups. You’ll then delve into branding, examining how brands are developed, positioned, and perceived by customers. The block also introduces the marketing mix, with a comprehensive study of each component – product, price, place, and promotion – using real-world examples to analyse their application in marketing strategies. You'll explore product-related decisions, pricing strategies, distribution channels, and the importance of promotional activities in creating integrated marketing communications. Additionally, you’ll learn about services marketing, focusing on the role of people, processes, and physical evidence, and explore innovations such as sensory marketing and the metaverse. Mini-case studies and examples will illustrate successful and unsuccessful STP strategies and marketing mix decisions, providing a solid foundation for applying these principles to real-world marketing challenges.
Block 3 introduces the key ideas behind marketing strategy in an approachable way. You’ll start by looking at how marketing strategy has evolved and fits into the bigger picture of business decision-making. The block will walk you through a planning framework, helping you explore external and internal factors that shape an organisation’s strategy. You’ll use tools like PESTEL and Porter’s Five Forces to assess external factors and learn how to evaluate a company’s strengths and resources. You’ll also look at how companies position themselves in the market, using a SWOT analysis to create practical recommendations. Finally, you’ll learn about putting strategies into action, tackling challenges, and keeping things on track. Real-world examples and case studies, including a focus on Lidl, will help you connect these ideas to everyday marketing practices.
You’ll explore a wide range of marketing topics and develop key skills relevant to marketing practice, employability, and professional development. You’ll strengthen your analytical, strategic thinking, and decision-making abilities through the content, activities, and assessments. You'll also work on communication, research, and problem-solving skills, all essential in marketing. As you progress, you'll reflect on these skills, allowing you to document and demonstrate your growth, ensuring you’re prepared for marketing roles and broader career opportunities.
You’ll get help and support from an assigned tutor throughout your module.
They’ll help by:
Online tutorials run throughout the module. While they’re not compulsory, we strongly encourage you to participate. Where possible, we’ll make recordings available.
Course work includes:
You'll have access to a module website, which includes:
You can study this module on its own or use the credits you gain towards an Open University qualification.
B128 is a compulsory module in our:
B128 is an option module in our:
Marketing essentials starts once a year – in October.
This page describes the module that will start in October 2026.
We expect it to start for the last time in October 2032.
As a student of The Open University, you should be aware of the content of the academic regulations, which are available on our Student Policies and Regulations website.
| Start | End | Register by | England fee |
|---|
| No current presentation |
There may be extra costs on top of the tuition fee, such as set books, a computer and internet access.
If your income is not more than £25,000 or you receive a qualifying benefit, you might be eligible for help with some of these costs after your module has started.
There may be extra costs on top of the tuition fee, such as set books, a computer and internet access.
If your personal income is £25,000 or less, or you’re on certain benefits, you could qualify for a grant and OU top-up funding to cover 100% of your course fees. Apply online at the same time as you register on your module.
For more information on how to apply, visit our Part-Time Fee Grants for students in Scotland page.
The Open University Student Budget Accounts Ltd (OUSBA) offers a convenient 'pay as you go' option to pay your OU fees, which is a secure, quick and easy way to pay. Please note that The Open University works exclusively with OUSBA and is not able to offer you credit facilities from any other provider. All credit is subject to status and proof that you can afford the repayments.
You pay the OU through OUSBA in one of the following ways:
Joint loan applications
If you feel you would be unable to obtain an OUSBA loan on your own due to credit history or affordability issues, OUSBA offers the option to apply for a joint loan application with a third party. For example, your husband, wife, partner, parent, sibling or friend. In such cases, OUSBA will be required to carry out additional affordability checks separately and/or collectively for both joint applicants who will be jointly and severally liable for loan repayments.
As additional affordability checks are required when processing joint loan applications, unfortunately, an instant decision cannot be given. On average, the processing time for a joint loan application is five working days from receipt of the required documentation.
Read more about Open University Student Budget Accounts (OUSBA).
Studying with The Open University can boost your employability. OU courses are recognised and respected by employers for their excellence and the commitment they take to complete. They also value the skills that students learn and can apply in the workplace.
Over 30,000 employers have used the OU to develop staff so far. If the module you’ve chosen is geared towards your job or developing your career, you could approach your employer to see if they will sponsor you by paying some or all of the fees.
You can pay part or all of your tuition fees upfront with a debit or credit card when you register for each module.
We accept American Express, Mastercard, Visa and Visa Electron.
We know that sometimes you may want to combine payment options. For example, you may wish to pay part of your tuition fee with a debit card and pay the remainder in instalments through an Open University Student Budget Account (OUSBA).
We know that sometimes you may want to combine payment options. For example, you may get support from your employer to pay part of your tuition fee and pay the remainder by credit or debit card.
For more information about combining payment options, contact an adviser.
Please note: your permanent address/domicile will affect your fee status and, therefore, the fees you are charged and any financial support available to you. The fee information provided here is valid for modules starting before 31 July 2026. Fees typically increase annually. For further information about the University's fee policy, visit our Fee Rules.
