Principles of marketing/PMKT101/Course guide/Course aims

Aims

Core Foundations of Successful Marketing is a free open online course designed for students who want to learn about the key principles, trends and practices in marketing.

This course will help you to:

1. Understand the marketing process.
2. Create a marketing plan.
3. Understand marketing in relation to target audiences.

Learning outcome

Upon successful completion of this micro-course, you will be able to:

Apply marketing concepts and processes to develop a rationale for an optimal marketing mix of a product or service, taking market segments, positioning and product life cycle into account.

Learning objectives

In this micro-course you will learn how to:

1. Define marketing and explain its function in society.
2. Explain the difference between marketing, advertising, and sales.
3. Describe marketing concepts and terminology.
4. Describe the process of market research.
5. Describe the concept of pricing.
6. Explain product strategy, including the concepts of product life cycle, positioning, and pricing.
7. Define competition and explain competitive analysis.
8. Analyze the process of distribution and explain marketing channels.
9. Identify the key elements of product promotions.
10. Develop core components of a marketing strategy and plan, integrating print and digital approaches, tools and practices.
11. Experience the importance of blogging as a means for personal self-reflection, critical thinking; and learning; and as a digital tool for marketing outreach, visibility, communications and promotion.