Principles of Marketing

Principles of Marketing

Course Hours: 
Course Type: 
Mentor Supported
  • Description
  • Objectives
  • Outline
  • Materials
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  • System Requirements
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What does the term marketing mean to you as a consumer? We are exposed to thousands of advertising messages. We develop needs, research solutions, evaluate options, make purchases, and experience satisfaction or disappointment. Marketing has two facets – first, it’s a philosophy or perspective and second – it’s an organizational function and set of processes. Our Principles of Marketing course introduces students to the concepts and processes of marketing and takes them deeper into the inner workings of marketing.

After completing this course you should be able to:

  • Define marketing concepts and aspects of the marketing environment
  • Recall strategies used within global decision making
  • Recognize the fundamentals of supply chain management and managing products
  • List how to identify target markets and environments by analyzing demographics and consumer behavior
  • Recall the basics of communication, social media, and public relations and how it relates to marketing

Principles of Marketing Module 1   
Overview of Marketing

  • What is Marketing?
  • Marketing Management Philosophies
  • Differences Between Sales and Market Orientations
  • Why Study Marketing?
  • Nature of Strategic Planning
  • Strategic Business Units
  • Strategic Alternatives
  • Competitive Advantage
  • Setting Marketing Plan Objectives

Principles of Marketing Module 2
Ethics and the Marketing Environment

  • The Concept of Ethical Behavior
  • Ethical Behavior in Business
  • Corporate Social Responsibility
  • Cause-Related Marketing
  • External Marketing Environment
  • Social and Demographic Factors
  • Growing Ethnic Markets
  • Economic Factors
  • Technology and Innovation
  • Political, Legal, and Competitive Factors

Principles of Marketing Module 3   
Global Decisions and Decision Making

  • Multinational Firms
  • External Environment Faced by Global Marketers
  • Global Marketing by the Individual Firm
  • Global Marketing Mix
  • Impact of the Internet
  • Importance of Consumer Decision Making
  • Postpurchase Behavior
  • Cultural and Social Influences on Consumer Buying Decisions

Principles of Marketing Module 4
Segmenting and Targeting Markets

  • Business Marketing
  • Trends in B-to-B Internet Marketing
  • Major Categories of Business Customers
  • Business vs. Consumer Markets
  • Types of Business Products
  • Importance of Market Segmentation
  • Criteria for Successful Segmentation
  • Bases for Segmenting Consumer and Business Markets
  • Strategies for Selecting Target Markets
  • CRM as a Targeting Tool
  • Positioning

Principles of Marketing Module 5
Marketing Research and Product Concepts

  • Role of Marketing Research
  • Steps in a Marketing Research Project
  • Growing Importance of Mobile Research
  • Scanner-Based Research
  • When Should Marketing Research be Conducted?
  • Types of Consumer Products
  • Product Items, Lines, and Mixes
  • Branding and Packaging

Principles of Marketing Module 6
Managing Products and Nonprofit Organization Marketing

  • Importance of New Products
  • New-Product Development Process
  • The Spread of New Products
  • Product Life Cycles
  • Importance of Services
  • How Services Differ from Goods
  • Service Quality
  • Relationship Marketing in Services
  • Internal Marketing in Service Firms
  • Nonprofit Organization Marketing

Principles of Marketing Module 7
Supply Chain Management and Retailing

  • Supply Chain Integration
  • Key Processes of Supply Chain Management
  • Sustainable Supply Chain Management
  • Marketing Channels and Channel Intermediaries
  • Channel Structures
  • Types of Retailers and Retail Operations
  • Rise of Nonstore Retailing
  • Retail Operations Models
  • Executing a Retail Marketing Strategy

Principles of Marketing Module 8
Marketing Communications and Public Relations

  • Role of Promotion in Marketing Mix
  • Marketing Communication
  • Goals of Promotion
  • Integrated Marketing Communications
  • Major Types of Advertising
  • Creative Decisions in Advertising
  • Medial Decisions in Advertising
  • Public Relations
  • Sales Promotion

Principles of Marketing Module 9
Sales Management, Social Media, and Pricing Concepts

  • Sales Environment
  • Personal and Relationship Selling
  • Sales Management
  • Customer Relationship Management
  • Creating and Leveraging a Social Media Campaign
  • Evaluation and Measurement of Social Media
  • Social Behavior of Consumers
  • Pricing Objectives
  • Demand Determinant Price
  • The Legality of Price Strategy

**Outlines are subject to change, as courses and materials are updated.**

Ed4Career is committed to being both environmentally conscious and making it easier for you to study! We’re making your education mobile! All of our textbooks are now provided as eTextbooks. You can access them on your laptop, tablet, or mobile device and can study anytime, anywhere.

The move away from physical books to eTextbooks means you get the latest, most up-to-date version available. This also makes your training more accessible, so you can study anywhere you have your phone or tablet. The best part is that all materials are included in your training cost so there are NO extra fees for books!

 International Association for Continuing Education and Training (IACET)

Ed4Career has been approved as an Accredited Provider by the International Association for Continuing Education and Training (IACET). In obtaining this accreditation, Ed4Career has demonstrated that it complies with the ANSI/IACET Standard which is recognized internationally as a standard of good practice. As a result of the Accredited Provider status, Ed4Career is authorized to offer IACET CEUs for courses and programs that qualify under the ANSI/IACET Standard.

The Continuing Education Unit (CEU) was created by IACET as a measurement of continuing education. One (1) IACET CEU is equal to ten (10) contact hours of participation in an organized continuing education experience under responsible sponsorship, capable direction, and qualified instruction. Under IACET's care, the IACET CEU has evolved from a quantitative measure to a hallmark of quality training and instruction. For more information on IACET, visit

Internet Connection

  • Broadband or High-Speed - DSL, Cable, and Wireless Connections

*Dial-Up internet connections will result in a diminished online experience. Classroom pages may load slowly and viewing large audio and video files may not be possible.


Hardware Requirements

  • Processor - 2GHz Processor or Higher
  • Memory - 1 GB RAM Minimum Recommended

While our courses are accessible through multiple mobile learning platforms, some courses may include a CD or DVD with the Textbook, so you may need access to a computer with CD-ROM or DVD Drive.


PC Software Requirements

  • Operating Systems - Windows 7 or higher
  • Microsoft Office 2007 or higher. Also, you could use a general Word Processing application to save and open Microsoft Office formats (.doc, .docx, .xls, .xlsx, .ppt, .pptx)
  • Internet Browsers - Google Chrome is highly recommended
    • Cookies MUST be enabled
    • Pop-ups MUST be allowed (Pop-up Blocker disabled)
  • Kindle Reader App is needed for many of our courses (No special equipment needed. This can be downloaded for FREE onto your computer.)
  • PowerPoint Viewer (if you do not have PowerPoint)
  • Adobe PDF Reader
  • QuickTime, Windows Media Player &/or Real Player


MAC Software Requirements

  • Operating Systems - Mac OS x 10 or higher with Windows
  • Mac office programs or a Word Processing application to save and open Microsoft Office formats (.doc, .docx, .xls, .xlsx, .ppt, .pptx)
  • Internet Browsers- Google Chrome is highly recommended
    • Cookies MUST be enabled
    • Pop-ups MUST be allowed (Pop-up Blocker disabled)
  • Kindle Reader App is needed for many of our courses (No special equipment needed. This can be downloaded for FREE onto your computer.)
  • PowerPoint Viewer (if you do not have PowerPoint)
  • Adobe PDF Reader
  • Apple QuickTime Media Player
  • Courses that include a CD-ROM or DVD may require an external drive and Parallels software to view.