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.
This course was developed by Lumen Learning with License CC BY: Attribution. Primary sources for the course include Introducing Marketing by John Burnett, Boundless Marketing, and videos provided by the BBC.
Chapter 1: What Is Marketing?
Chapter 2: Marketing Function
Chapter 3: Segmentation and Targeting
Chapter 4: Marketing Strategy
Chapter 5: Ethics and Social Responsibility
Chapter 6: Marketing Information and Research
Chapter 7: Consumer Behavior
Chapter 8: Positioning
Chapter 9: Branding
Chapter 10: Product Marketing
Chapter 11: Pricing Strategies
Chapter 12: Place: Distribution Channels
Chapter 13: Promotion: Integrated Marketing Communication (IMC)
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