Foundational Principles of Marketing

Students analyze business marketing, case studies and engaging, real-world scenarios including digital marketing.

Outcomes | AccreditationsAdmission | Credits | Tuition

Designed to teach students the foundational principles of marketing in the digital age, this course uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life. Curated readings, videos, simulations and other learning activities introduce students to the principles of marketing. Unlike some marketing texts that treat digital marketing as an add-on, these course materials incorporate the use of data, digital communications and digital marketing strategies throughout the course, reflecting modern marketing in practice.



Foundational Principles of Marketing

Students analyze business marketing, case studies and engaging, real-world scenarios including digital marketing.

The content, assignments, and assessments for Principles of Marketing are aligned to the following learning outcomes.

Module 1: What Is Marketing?

  • Explain what marketing is and how it’s used
  • Define marketing
  • Identify evidence of marketing in everyday life
  • Demonstrate a clear understanding of the marketing concept
  • Describe the role of marketing in building and managing customer relationships
  • Describe how different types of organizations, such as nonprofits, consumer product (B2C) firms and business-to-business (B2B) organizations, use marketing
  • Explain how marketing creates value for the consumer, the company, and society

Module 2: Marketing Function

  • Identify the primary marketing activities of an organization
  • Explain why the customer is the cornerstone of marketing
  • Briefly explain the concepts of segmentation and targeting
  • Describe the marketing mix
  • Explain how organizations use the marketing mix (often called the four Ps) to market to their target customers
  • Explain the role of a marketing plan as a guiding document for marketing activities

Module 3: Segmentation and Targeting

  • Determine market segments and target customers
  • Explain the purpose of segmentation and targeting in marketing
  • Describe common segmentation approaches
  • Explain the process of selecting an appropriate segmentation approach and deciding which customer segments to target for marketing activities
  • Explain how targeting influences each element of the marketing mix

Module 4: Marketing Strategy

  • Determine market segments and target customers
  • Evaluate how marketing strategies align with corporate strategies
  • Explain the inputs and components of a marketing strategy
  • Show how common analytic tools are used to inform the organization’s strategy
  • Give examples of corporate strategies
  • Explain how the development and maintenance of customer relationships are an essential part of an organization’s marketing strategy

Module 5: Ethics and Social Responsibility

  • Apply principles of ethics and social responsibility in marketing
  • Describe the types of ethical and social responsibility issues that marketing must address
  • Explain the laws that regulate marketing
  • Explain how ethical dilemmas in business-to-business marketing differ from those in consumer marketing
  • Outline measures companies take to encourage ethical behavior
  • Explain how demonstrating corporate social responsibility can impact marketing

Module 6: Marketing Information and Research

  • Use marketing information and research to develop marketing strategies for organizations
  • Explain the role of marketing information in helping firms understand and reach consumers
  • Describe the key types of marketing information including internal data, competitive intelligence and marketing research
  • Outline a standard process for using marketing research to address an organization’s strategic questions
  • Recognize alternative methods for conducting marketing research, including primary and secondary research methods
  • Identify major sources of available market data
  • Explain how Customer Relationship Management (CRM) systems can help organizations manage and gain customer insights from marketing information
  • Use marketing information to inform the marketing strategy

Module 7: Consumer Behavior

  • Use information about consumer behavior to inform marketing strategy and tactics
  • Describe the stages of the consumer buying process
  • Explain the different buying processes for low-involvement and high-involvement decisions
  • Describe the major factors that influence consumer purchasing decisions
  • Explain the B2B buying process and key factors influencing B2B purchasing decisions

Module 8: Positioning

  • Create a product or service positioning statement that aligns with a value proposition and a target segment
  • Define positioning and differentiation, and why they are important to marketing a product or service
  • Explain the process of selecting a positioning and differentiation strategy
  • Develop and evaluate positioning statements based on defined criteria
  • Explain re-positioning and the associated risks and complexities of re-positioning a product or service
  • Describe the process of implementing a positioning strategy

Module 9: Branding

  • Analyze elements of a brand and explain how the brand-building process contributes to the success of products or services
  • Describe the elements of brand and how brands add value to an organization’s products and services
  • Define brand equity and its role in measuring brand strength
  • Explain the how marketers use brand positioning to align marketing activities and build successful brands
  • Explain the importance of name selection in the success of a brand
  • Discuss the role of packaging in the brand-building process
  • Explain key strategies for developing brands including brand ownership, brand and line extensions, co-branding and licensing

Module 10: Product Marketing

  • Make product marketing decisions based on product life cycle and product portfolio structure
  • Explain what a product is and the importance of products in the marketing mix
  • Discuss the product life cycle and its implications for marketing
  • Explain product portfolio management and how it relates to the organization’s marketing strategy and tactics
  • Define the process for creating new products
  • Identify the challenges associated with creating a successful new product

Module 11: Pricing Strategies

  • Use pricing strategies to enhance marketing of products and services
  • Discuss how price affects the value of the organization’s products or services
  • Explain the primary factors to consider in pricing
  • Compare common pricing strategies
  • Explain price elasticity and how it can be used to set price
  • Explain the use of competitive bidding for B2B pricing

Module 12: Place: Distribution Channels

  • Evaluate how to use distribution channels to market an organization’s products and services effectively
  • Explain what channels of distribution are and why organizations use them
  • Explain how channels affect the marketing of products and services
  • Describe types of retailers and explain how they are used as a channel of distribution
  • Explain how integrated supply chain management supports an effective distribution strategy

Module 13: Promotion: Integrated Marketing Communication (IMC)

  • Demonstrate how organizations use integrated marketing communication (IMC) to support their marketing strategies
  • Explain integrated marketing communication (IMC) and its connection to the organization’s marketing strategy
  • Discuss how to develop effective messaging for marketing communications
  • Explain factors to consider when selecting marketing communication methods to execute the strategy
  • Describe common methods of marketing communication, their advantages and disadvantages
  • Explain how IMC tools support the sales process
  • Describe the uses of Customer Relationship Management (CRM) systems for marketing communication purposes
  • Explain common tools and approaches used to measure marketing communication effectiveness
  • Create a marketing campaign and budget using multiple IMC tools to execute a marketing strategy

Module 14: Marketing Globally

  • Identify issues that organizations face and approaches they use when marketing to different countries and cultures
  • Describe globalization and the major benefits and challenges it poses for multinational organizations penetrating global markets
  • Describe common approaches used by organizations to compete successfully on a global scale
  • Explain the importance of understanding how demographic, cultural and institutional factors shape the global marketing environment

Module 15: Marketing Plan

  • Develop a marketing plan
  • Identify the key elements of the marketing plan
  • Present a marketing plan
  • Explain how the marketing plan is used by marketing and the overall organization

+4 enrolled

Not Enrolled

Course Includes

  • 16 Lessons
  • 1 Quiz
  • Course Certificate

Learning Outcome


Foundational Principles of Marketing

Students analyze business marketing, case studies and engaging, real-world scenarios including digital marketing.



Foundational Principles of Marketing

Students analyze business marketing, case studies and engaging, real-world scenarios including digital marketing.

Degree Credits

By completing this course you will earn 5 study credits which you can be applied towards your B.A. Degree.

Accreditations & Certificates

A course certificate of attendance will be provided.

Admission Requirements

This course is open to all Bachelor’s Degree students.

Tuition & Financial Aid

Contact us for a detailed overview of the course tuition including potential credits, financial aid and sponsorship options.

+4 enrolled
Not Enrolled

Course Includes

  • 16 Lessons
  • 1 Quiz
  • Course Certificate