Launching products and generating market demand

Think like a marketer and apply the basics of branding products and utilising promotion tools and digital marketing.
What’s it about?

Once a business identifies its customer and product, marketers must determine the best way to capture the customer's attention. Knowledge of product branding and distribution channels are key to launching new products and generating market demand. In today's marketing world it is paramount to develop a digital marketing strategy for the life cycle of the product. 

What will I learn?

Upon successful completion of this course, you will be able to:

  • Explain product branding and its characteristics.
  • Identify the components of the distribution process, its complexities, pain points, and opportunities for increasing sales.
  • Think critically about distribution channels for different products at different stages in their life cycle (like warehouse shipping, distribution to sellers, product returns, and restocking).
  • Identify the key elements of a promotional strategy for a product at different stages in its life cycle.
  • Explain how guerrilla marketing can expand the reach and cost-effectiveness of a promotional campaign.
  • Explain digital marketing, social media and its strengths and weaknesses.
  • Discuss the implications of digital promotions and social media for marketing planning. 
What’s involved?

This micro-course is offered online for independent study  or you join an international community of learners in gaining a better understanding of marketing fundamentals. 

There are three learning pathways each containing numerous resources, activities, and learning challenges. The learning pathways are: 

  • Product branding and distribution channels
  • Leveraging promotion tools and tactics
  • The power of digital marketing

This micro-course forms part of the larger Principles of Marketing course of study coupled with PMKT101 and PMKT102. On completion of the three associated micro-courses, if learners wish, they can be assessed for academic credit.  


Anyone is free to participate in this course. An internet connection and basic web browsing skills are recommended with the ability to create a blog and microblog account (instructions and self-study tutorials provided.) You are requested to keep a personal learning journal as reflection has been shown to increase learning markedly.

Learners preparing for assessment for formal academic credit will need to meet the normal university admission requirements of the conferring institution.

Image credit: Digital marketing by WDnetStudio dedicated to the public domain. 

Course Code: PMKT103
Estimated Start: 2018Q4
Duration: 3 weeks,10 hours per week
Type: Micro course
Assessments: 10 hours plus challenge exam

Credentialing: Official course credit
Course Credit: Requirement for the Principles of Marketing course
Credential: TBC
Level: 1st year Bachelor’s

Who are the developers:
Randy Fisher, is an experienced Education and Digital Marketing Specialist with over 12 years of experience. He is a seasoned facilitator and has expertise in Read More
Carol Cooper-Taylor, is an independent consultant with extensive experience in e-learning design. Carol was commissioned by the OER Foundation to lead the design and development Read More

The course materials for PMKT103 were proudly remixed for the OERu platform from the Principles of Marketing course published by the Saylor Academy under a Creative Commons Attribution 3.0 Unported license.