Principles of marketing/PMKT101/About
Course Name: Core Foundations of Successful Marketing (PMKT101)
In this course you'll learn the basics of undertaking marketing in today's environment.
What will I learn?
Upon successful completion of this course, you will be able to:
- define marketing and explain its function in society,
- describe marketing concepts and terminology,
- describe the process of market research,
- describe the concept of pricing,
- explain product strategy, including the concepts of product life cycle, positioning, and pricing,
- define competition and explain competitive analysis,
- analyze the process of distribution and explain marketing channels,
- identify the key elements of product promotions,
- explain how marketing activities are important in creating and implementing a marketing plan.
What's involved?
This micro-course is offered online for independent study or you can join an international community of learners in gaining a better understanding of successful marketing. There are three learning pathways, each containing numerous resources and activities.
The learning pathways are:
- Marketing products and services
- Optimizing the marketing mix (the 4Ps)
- Segmenting markets and target audiences
What prerequisites should I have, if any?
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.
You will need to be proficient in English language (reading, writing and listening) to participate successfully in this course.
This is one of three micro-courses which together make up the Introduction to Entrepreneurship course. Each micro-course can be studied independently, but we recommend study in the following order because the later micro-courses draw to some extent on knowledge, skills and resources developed in the earlier ones:
| Micro-course number | Micro-course name and link |
|---|---|
| PMKT101 | Core foundations of successful marketing |
| PMKT102 | Marketing research and customer insights |
| PMKT103 | Launching products and generating market demand |
All the micro-courses can be accessed and consulted freely online.
What assessment options do I have?
There are various options for assessment and certification of participation. Please refer to the Assesssment Overview for full information.
