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Principles
of Marketing
Marketing is strategy, not just promotion. Learn how organizations identify customers, create value, and build brands that last.
What You'll Learn
A full semester of principles of marketing — completed at your own pace, with no deadlines or fixed class times.
What You'll Be Able to Do
- Analyze the ethical dimensions and corporate social responsibility (CSR) in marketing practices by evaluating real-world case studies to determine their impact on brand trust and customer loyalty
- Evaluate global marketing dynamics and the role of the internet in shaping international strategies, with a focus on cross-cultural consumer behavior and adapting to diverse markets
- Apply key marketing orientations—production, sales, societal, and market—by integrating them into strategic decision-making to address specific organizational goals
- Create innovative marketing approaches by leveraging concepts of competitive advantage, including cost leadership, product differentiation, and niche strategies, to gain a strategic edge
- Synthesize the role of AI in transforming modern marketing by utilizing AI-driven tools for predictive analytics, customer personalization, and optimizing marketing strategies to meet dynamic consumer needs
Major Course Topics
Course chapters and lessons
Principles of Marketing has 12 chapters across 34 instructional hours, as listed in the course syllabus. Expand any chapter to see the lessons inside it.
- Chapters
- 12
- Lessons
- 49
- Instructional hours
- 34 hrs
- Semester hours
- 3
Chapter 1
Introduction to Marketing
- 1.1 Defining Marketing
- 1.2 Characteristics of a Marketing Organization
- 1.3 The Role of Marketing in the Firm
- 1.4 Marketing Mix – 4 P's
- 1.5 Keys to Marketing Success
Chapter 2
Understanding and Approaching the Market
- 2.1 Defining the Market
- 2.2 Types of Markets
- 2.3 Approaching the Market
- 2.4 Bases of Segmentation
Chapter 3
Understanding the Marketing Environment
- 3.1 The Nature and Importance of Marketing Research
- 3.2 Procedures and Techniques in Marketing Research
Chapter 4
Understanding Buyer Behavior
- 4.1 Buyer Behavior and Exchange
- 4.2 Buyer Behavior as Problem Solving
- 4.3 Organizational Buyer Behavior
Chapter 5
External Considerations in Marketing
- 5.1 External Factors that Affect Planning
- 5.2 Legal and Ethical Factors in Marketing
- 5.3 Economic/Political Issues in Marketing Planning
- 5.4 The Impact of Technology on Marketing
- 5.5 Social Trends and Their Impact on Marketing
- 5.6 Forecasts of the Future: Understanding Trends for Strategic Marketing
Chapter 6
Marketing in Global Markets
- 6.1 International Marketing
- 6.2 Navigating Global Marketing: Strategies, Opportunities, and Challenges
- 6.3 The Stages of Going International: Strategies for Global Market Entry
- 6.4 The International Marketing Plan
- 6.5 Navigating the International Marketing Environment
Chapter 7
Introducing and Managing the Product
- 7.1 Defining the Product
- 7.2 Classification of Products
- 7.3 Product Planning and Strategy Formulation
- 7.4 Strategies for Developing New Products
Chapter 8
Communicating to Mass Markets
- 8.1 The Role of IMC
- 8.2 Communicating to Mass Markets: The Role and Process of Marketing Communication
- 8.3 Designing an IMC Strategy
- 8.4 Understanding Advertising
- 8.5 Sales Promotion and Public Relations
Chapter 9
Pricing the Product
- 9.1 Price Defined
- 9.2 Developing a Pricing Strategy
- 9.3 Alternative Approaches to Determining Price
Chapter 10
Channel Concepts: Distributing the Product
- 10.1 Understanding the Functions, Evolution, and Management of Marketing Channels
- 10.2 Channel Institutions: Capabilities and Limitations
- 10.3 Channel Organization and Management: Structures, Systems, and Strategies
Chapter 11
Leveraging Social Media for Marketing
- 11.1 Overview of Social Media Marketing
- 11.2 Strategies for Content Marketing
- 11.3 Effective Email Marketing Techniques
- 11.4 Exploring Various Social Media Platforms
Chapter 12
AI in Marketing
- 12.1 Harnessing the Power of AI: Transforming Digital Marketing in the Modern Era
- 12.2 Unlocking the Potential of AI in Digital Marketing: Benefits and Strategies
- 12.3 How AI is Transforming Strategies and Customer Engagement
- 12.4 Revolutionizing Marketing with AI: Core Technologies and Their Impact
- 12.5 Overcoming Challenges in AI Implementation: Strategies for Success
These chapters come straight from the official course syllabus, which also sets out the graded assignment and the proctored final exam.
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Marketing is strategy, not just promotion. Learn how organizations identify customers, create value, and build brands that last.
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Everything You Need to Succeed
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HD video lectures broken into short, focused modules. Watch at your own pace — pause, rewind, replay any time.
Quizzes & Final Exam
Evaluate your understanding after every section with quizzes and a comprehensive final exam that mirrors real college assessment.
Structured College-Level Course
Structured lessons covering every topic — designed as a standard Principles of Marketing college-level course.
Official Transcript
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