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Principle of Marketing

Master marketing fundamentals online and develop strategies that stick. Perfect for students ready to level up their marketing game.

(MARKETING.AS1) / ISBN : 978-1-64459-710-1
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About This Course

In this Marketing 101 course, dive into the core principles of marketing, from the 4Ps of the marketing mix to consumer and business buying behavior.

Learn how to conduct market research, develop data-driven strategies, and craft compelling brand positioning. Explore digital marketing, pricing tactics, and ethical considerations to reach the global marketplace.

Whether you're launching a product, building a brand, or optimizing promotions, this marketing essentials course will make sure you succeed. 

Skills You’ll Get

  • Understand the foundation of marketing and how to apply it effectively.
  • Learn how to analyze consumer behavior and trends to create impactful strategies.
  • Master how to build and maintain a brand that resonates with your audience.
  • Discover key strategies for driving customer engagement and boosting sales.
  • Gain insights into both online and offline marketing methods.
  • Learn how to design, launch, and evaluate marketing campaigns that actually work.
Download Course Outline

1

Introduction

2

Marketing and Customer Value

  • In the Spotlight
  • Marketing and the Marketing Process
  • The Marketing Mix and the 4Ps of Marketing
  • Factors Comprising and Affecting the Marketing Environment
  • Evolution of the Marketing Concept
  • Determining Consumer Needs and Wants
  • Customer Relationship Management (CRM)
  • Ethical Marketing
  • Lesson Summary
  • Applied Marketing Knowledge: Discussion Questions
  • Critical Thinking Exercises
  • Building Your Personal Brand
  • What Do Marketers Do?
  • Marketing Plan Exercise
  • Closing Company Case
3

Strategic Planning in Marketing

  • In the Spotlight
  • Developing a Strategic Plan
  • The Role of Marketing in the Strategic Planning Process
  • Purpose and Structure of the Marketing Plan
  • Marketing Plan Progress Using Metrics
  • Ethical Issues in Developing a Marketing Strategy
  • Lesson Summary
  • Applied Marketing Knowledge: Discussion Questions
  • Critical Thinking Exercises
  • Building Your Personal Brand
  • What Do Marketers Do?
  • Marketing Plan Exercise
  • Closing Company Case
4

Consumer Markets and Purchasing Behavior

  • In the Spotlight
  • Understanding Consumer Markets and Buying Behavior
  • Factors That Influence Consumer Buying Behavior
  • The Consumer Purchasing Decision Process
  • Ethical Issues in Consumer Buying Behavior
  • Lesson Summary
  • Applied Marketing Knowledge: Discussion Questions
  • Critical Thinking Exercises
  • Building Your Personal Brand
  • What Do Marketers Do?
  • Closing Company Case
5

Business Markets and Purchasing Behavior

  • In the Spotlight
  • The Business-to-Business (B2B) Market
  • Buyers and Buying Situations in a B2B Market
  • Major Influences on B2B Buyer Behavior
  • Stages in the B2B Buying Process
  • Ethical Issues in B2B Marketing
  • Lesson Summary
  • Applied Marketing Knowledge: Discussion Questions
  • Critical Thinking Exercises
  • Building Your Personal Brand
  • What Do Marketers Do?
  • Closing Company Case
6

Market Segmentation, Targeting, and Positioning

  • In the Spotlight
  • Market Segmentation and Consumer Markets
  • Segmentation of B2B Markets
  • Segmentation of International Markets
  • Essential Factors in Effective Market Segmentation
  • Selecting Target Markets
  • Product Positioning
  • Ethical Concerns and Target Marketing
  • Lesson Summary
  • Applied Marketing Knowledge: Discussion Questions
  • Critical Thinking Exercises
  • Building Your Personal Brand
  • What Do Marketers Do?
  • Marketing Plan Exercise
  • Closing Company Case
7

Marketing Research and Market Intelligence

  • In the Spotlight
  • Marketing Research and Big Data
  • Sources of Marketing Information
  • Steps in a Successful Marketing Research Plan
  • Ethical Issues in Marketing Researc
  • Lesson Summary
  • Applied Marketing Knowledge: Discussion Questions
  • Critical Thinking Exercises
  • Building Your Personal Brand
  • What Do Marketers Do?
  • Marketing Plan Exercise
  • Closing Company Case
8

Marketing in a Global Environment

  • In the Spotlight
  • The Global Market and Advantages of International Trade
  • Assessment of Global Markets for Opportunities
  • Entering the Global Arena
  • Marketing in a Global Environment
  • Ethical Issues in the Global Marketplace
  • Lesson Summary
  • Applied Marketing Knowledge: Discussion Questions
  • Critical Thinking Exercises
  • Building Your Personal Brand
  • What Do Marketers Do?
  • Closing Company Case
9

Marketing in a Diverse Marketplace

  • In the Spotlight
  • Strategic Marketing: Standardization versus Adaptation
  • Diversity and Inclusion Marketing
  • Multicultural Marketing
  • Marketing to Hispanic, Black, and Asian Consumers
  • Marketing to Sociodemographic Groups
  • Ethical Issues in Diversity Marketing
  • Lesson Summary
  • Applied Marketing Knowledge: Discussion Questions
  • Critical Thinking Exercises
  • Building Your Personal Brand
  • What Do Marketers Do?
  • Closing Company Case
10

Products: Consumer Offerings

  • In the Spotlight
  • Products, Services, and Experiences
  • Product Items, Product Lines, and Product Mixes
  • The Product Life Cycle
  • Marketing Strategies at Each Stage of the Product Life Cycle
  • Branding and Brand Development
  • Forms of Brand Development, Brand Loyalty, and Brand Metrics
  • Creating Value through Packaging and Labeling
  • Environmental Concerns Regarding Packaging
  • Ethical Issues in Packaging
  • Lesson Summary
  • Applied Marketing Knowledge: Discussion Questions
  • Critical Thinking Exercises
  • Building Your Personal Brand
  • What Do Marketers Do?
  • Marketing Plan Exercise
  • Closing Company Case
11

Maintaining a Competitive Edge with New Offerings

  • In the Spotlight
  • New Products from a Customer’s Perspective
  • Stages of the New Product Development Process
  • The Use of Metrics in Evaluating New Products
  • Factors Contributing to the Success or Failure of New Products
  • Stages in the Consumer Adoption Process for New Products
  • Ethical Considerations in New Product Development
  • Lesson Summary
  • Applied Marketing Knowledge: Discussion Questions
  • Critical Thinking Exercises
  • Building Your Personal Brand
  • What Do Marketers Do?
  • Closing Company Case
12

Services: The Intangible Product

  • In the Spotlight
  • Classification of Services
  • The Service-Profit Chain Model and the Service Marketing Triangle
  • The Gap Model of Service Quality
  • Ethical Considerations in Providing Services
  • Lesson Summary
  • Applied Marketing Knowledge: Discussion Questions
  • Critical Thinking Exercises
  • Building Your Personal Brand
  • What Do Marketers Do?
  • Closing Company Case
13

Pricing Products and Services

  • In the Spotlight
  • Pricing and Its Role in the Marketing Mix
  • The Five Critical Cs of Pricing
  • The Five-Step Procedure for Establishing Pricing Policy
  • Pricing Strategies for New Products
  • Pricing Strategies and Tactics for Existing Products
  • Ethical Considerations in Pricing
  • Lesson Summary
  • Applied Marketing Knowledge: Discussion Questions
  • Critical Thinking Exercises
  • Building Your Personal Brand
  • What Do Marketers Do?
  • Marketing Plan Exercise
  • Closing Company Case
14

Integrated Marketing Communications

  • In the Spotlight
  • The Promotion Mix and Its Elements
  • The Communication Process
  • Integrated Marketing Communications
  • Steps in the IMC Planning Process
  • Ethical Issues in Marketing Communication
  • Lesson Summary
  • Applied Marketing Knowledge: Discussion Questions
  • Critical Thinking Exercises
  • Building Your Personal Brand
  • What Do Marketers Do?
  • Marketing Plan Exercise
  • Closing Company Case
15

The Promotion Mix: Advertising and Public Relations

  • In the Spotlight
  • Advertising in the Promotion Mix
  • Major Decisions in Developing an Advertising Plan
  • The Use of Metrics to Measure Advertising Campaign Effectiveness
  • Public Relations and Its Role in the Promotion Mix
  • The Advantages and Disadvantages of Public Relations
  • Ethical Concerns in Advertising and Public Relations
  • Lesson Summary
  • Applied Marketing Knowledge: Discussion Questions
  • Critical Thinking Exercises
  • Building Your Personal Brand
  • What Do Marketers Do?
  • Closing Company Case
16

The Promotion Mix: Personal Selling and Sales Promotion

  • In the Spotlight
  • Personal Selling and Its Role in the Promotion Mix
  • Classifications of Salespeople Involved in Personal Selling
  • Steps in the Personal Selling Process
  • Management of the Sales Force
  • Sales Promotion and Its Role in the Promotion Mix
  • Main Types of Sales Promotion
  • Ethical Issues in Personal Selling and Sales Promotion
  • Lesson Summary
  • Applied Marketing Knowledge: Discussion Questions
  • Critical Thinking Exercises
  • Building Your Personal Brand
  • What Do Marketers Do?
  • Closing Company Case
17

Direct, Online, Social Media, and Mobile Marketing

  • In the Spotlight
  • Traditional Direct Marketing
  • Social Media and Mobile Marketing
  • Metrics Used to Evaluate the Success of Online Marketing
  • Ethical Issues in Digital Marketing and Social Media
  • Lesson Summary
  • Applied Marketing Knowledge: Discussion Questions
  • Critical Thinking Exercises
  • Building Your Personal Brand
  • What Do Marketers Do?
  • Closing Company Case
18

Distribution: Delivering Customer Value

  • In the Spotlight
  • The Use and Value of Marketing Channels
  • Types of Marketing Channels
  • Factors Influencing Channel Choice
  • Managing the Distribution Channel
  • The Supply Chain and Its Functions
  • Logistics and Its Functions
  • Ethical Issues in Supply Chain Management
  • Lesson Summary
  • Applied Marketing Knowledge: Discussion Questions
  • Critical Thinking Exercises
  • Building Your Personal Brand
  • What Do Marketers Do?
  • Marketing Plan Exercise
  • Closing Company Case
19

Retailing and Wholesaling

  • In the Spotlight
  • Retailing and the Role of Retailers in the Distribution Channel
  • Major Types of Retailers
  • Retailing Strategy Decisions
  • Recent Trends in Retailing
  • Wholesaling
  • 18.6 Recent Trends in Wholesaling
  • Ethical Issues in Retailing and Wholesaling
  • Lesson Summary
  • Applied Marketing Knowledge: Discussion Questions
  • Critical Thinking Exercises
  • Building Your Personal Brand
  • What Do Marketers Do?
  • Marketing Plan Exercise
  • Closing Company Case
20

Sustainable Marketing: The New Paradigm

  • In the Spotlight
  • Sustainable Marketing
  • Traditional Marketing versus Sustainable Marketing
  • The Benefits of Sustainable Marketing
  • Sustainable Marketing Principles
  • Purpose-Driven Marketing
  • Lesson Summary
  • Applied Marketing Knowledge: Discussion Questions
  • Critical Thinking Exercises
  • Building Your Personal Brand

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The five core principles of marketing are product, price, place, promotion, and people. These guide how businesses create value and connect with their audience.

You’ll explore consumer behavior, branding, market research, digital strategies, and how to create effective marketing campaigns across various platforms.

Learning marketing gives you real-world tools to influence buyer decisions, craft compelling messages, and help businesses grow in competitive markets.

It’s an engaging, self-paced online marketing course with videos, case studies, and interactive quizzes—perfect for students and aspiring marketers alike.

This course builds your understanding of how brands grow, how consumers think, and how to apply marketing strategies that get results in any industry.

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