Dear Marketing student,

Principles of Marketing | Home Study Course

For undergraduate and graduate principles of marketing courses.

This course is an introduction to the language and issues of marketing with an emphasis on learning to develop responsive marketing strategies that meet customer needs. The course focuses on basic marketing concepts, the role of marketing in the organization, and the role of marketing in society.

Topics include market segmentation, product development, promotion, distribution, and pricing. Other topics, which will be incorporated into the course, are external environment (which will focus on integrative topics with marketing, such as economics, politics, government, and nature), marketing research, international/global marketing with relevance to cultural diversity, ethics, the impact of technology on marketing, and careers in marketing.

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PRINCIPLES OF MARKETING – COURSE CONTENTS

Part 1: Defining Marketing and the Marketing Process

Chapter 1: Marketing: Creating and Capturing Customer Value

Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships

Part 2: Understanding the Marketplace and Consumers

Chapter 3: Analyzing the Marketing Environment

Chapter 4: Managing Marketing Information to Gain Customer Insights

Chapter 5: Consumer Markets and Consumer Buyer Behavior

Part 3: Designing a Customer-Driven Strategy and Mix

Chapter 6: Business Markets and Business Buyer Behavior

Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers

Chapter 8: Products, Services, and Brands: Building Customer Value

Chapter 9: New-Product Development and Product Life-Cycle Strategies

Chapter 10: Pricing: Understanding and Capturing Customer Value

Chapter 11: Pricing Strategies

Chapter 12: Marketing Channels: Delivering Customer Value

Chapter 13: Retailing and Wholesaling

Chapter 14: Communicating Customer Value: Integrated Marketing

Communications Strategy

Chapter 15: Advertising and Public Relations

Chapter 16: Personal Selling and Sales Promotion

Part 4: Extending Marketing

Chapter 17: Direct and Online Marketing: Building Direct Customer Relationship

Chapter 18: Creating Competitive Advantage

Chapter 19: The Global Marketplace

Chapter 20: Sustainable Marketing: Social Responsibility and Ethics

APPENDICES

APPENDIX 1.  Marketing Plan

APPENDIX 2.  Marketing by Numbers

APPENDIX 3. Careers in Marketing

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