MARKETING.AS1

Principle of Marketing

Master marketing fundamentals online and develop strategies that stick. Perfect for students ready to level up their marketing game.

20 Interactive Lessons and 249 topics mapped to the official exam objectives

Beginner Self-paced · 1 year access

20Interactive Lessons

249Topics

109Videos

774Flashcards

774Glossary of terms

01 / Skills you'll get

What you will be able to do

Try Free → No credit card required

In this Marketing 101 course, dive into the core principles of marketing, from the 4Ps of the marketing mix to consumer and business buying behavior.

Learn how to conduct market research, develop data-driven strategies, and craft compelling brand positioning. Explore digital marketing, pricing tactics, and ethical considerations to reach the global marketplace.

Whether you're launching a product, building a brand, or optimizing promotions, this marketing essentials course will make sure you succeed.

Understand the foundation of marketing and how to apply it effectively.
Learn how to analyze consumer behavior and trends to create impactful strategies.
Master how to build and maintain a brand that resonates with your audience.
Discover key strategies for driving customer engagement and boosting sales.
Gain insights into both online and offline marketing methods.
Learn how to design, launch, and evaluate marketing campaigns that actually work.

Course Highlights

20 Structured Lessons Comprehensive coverage of core course objectives
1 Year Full Access Self-paced learning accessible anytime on all devices

02 / Lessons & labs

See exactly what you will learn and practice

Download outline (PDF)

Lessons

20 Interactive Lessons · 249 topics

01 Introduction

02 Marketing and Customer Value 15 topics

In the Spotlight
Marketing and the Marketing Process
The Marketing Mix and the 4Ps of Marketing
Factors Comprising and Affecting the Marketing Environment
Evolution of the Marketing Concept
Determining Consumer Needs and Wants
Customer Relationship Management (CRM)
Ethical Marketing
Lesson Summary
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Marketing Plan Exercise
Closing Company Case

03 Strategic Planning in Marketing 13 topics

In the Spotlight
Developing a Strategic Plan
The Role of Marketing in the Strategic Planning Process
Purpose and Structure of the Marketing Plan
Marketing Plan Progress Using Metrics
Ethical Issues in Developing a Marketing Strategy
Lesson Summary
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Marketing Plan Exercise
Closing Company Case

04 Consumer Markets and Purchasing Behavior 11 topics

In the Spotlight
Understanding Consumer Markets and Buying Behavior
Factors That Influence Consumer Buying Behavior
The Consumer Purchasing Decision Process
Ethical Issues in Consumer Buying Behavior
Lesson Summary
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Closing Company Case

05 Business Markets and Purchasing Behavior 12 topics

In the Spotlight
The Business-to-Business (B2B) Market
Buyers and Buying Situations in a B2B Market
Major Influences on B2B Buyer Behavior
Stages in the B2B Buying Process
Ethical Issues in B2B Marketing
Lesson Summary
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Closing Company Case

06 Market Segmentation, Targeting, and Positioning 15 topics

In the Spotlight
Market Segmentation and Consumer Markets
Segmentation of B2B Markets
Segmentation of International Markets
Essential Factors in Effective Market Segmentation
Selecting Target Markets
Product Positioning
Ethical Concerns and Target Marketing
Lesson Summary
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Marketing Plan Exercise
Closing Company Case

07 Marketing Research and Market Intelligence 12 topics

In the Spotlight
Marketing Research and Big Data
Sources of Marketing Information
Steps in a Successful Marketing Research Plan
Ethical Issues in Marketing Researc
Lesson Summary
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Marketing Plan Exercise
Closing Company Case

08 Marketing in a Global Environment 12 topics

In the Spotlight
The Global Market and Advantages of International Trade
Assessment of Global Markets for Opportunities
Entering the Global Arena
Marketing in a Global Environment
Ethical Issues in the Global Marketplace
Lesson Summary
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Closing Company Case

09 Marketing in a Diverse Marketplace 13 topics

In the Spotlight
Strategic Marketing: Standardization versus Adaptation
Diversity and Inclusion Marketing
Multicultural Marketing
Marketing to Hispanic, Black, and Asian Consumers
Marketing to Sociodemographic Groups
Ethical Issues in Diversity Marketing
Lesson Summary
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Closing Company Case

10 Products: Consumer Offerings 17 topics

In the Spotlight
Products, Services, and Experiences
Product Items, Product Lines, and Product Mixes
The Product Life Cycle
Marketing Strategies at Each Stage of the Product Life Cycle
Branding and Brand Development
Forms of Brand Development, Brand Loyalty, and Brand Metrics
Creating Value through Packaging and Labeling
Environmental Concerns Regarding Packaging
Ethical Issues in Packaging
Lesson Summary
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Marketing Plan Exercise
Closing Company Case

11 Maintaining a Competitive Edge with New Offerings 13 topics

In the Spotlight
New Products from a Customer’s Perspective
Stages of the New Product Development Process
The Use of Metrics in Evaluating New Products
Factors Contributing to the Success or Failure of New Products
Stages in the Consumer Adoption Process for New Products
Ethical Considerations in New Product Development
Lesson Summary
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Closing Company Case

12 Services: The Intangible Product 11 topics

In the Spotlight
Classification of Services
The Service-Profit Chain Model and the Service Marketing Triangle
The Gap Model of Service Quality
Ethical Considerations in Providing Services
Lesson Summary
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Closing Company Case

13 Pricing Products and Services 14 topics

In the Spotlight
Pricing and Its Role in the Marketing Mix
The Five Critical Cs of Pricing
The Five-Step Procedure for Establishing Pricing Policy
Pricing Strategies for New Products
Pricing Strategies and Tactics for Existing Products
Ethical Considerations in Pricing
Lesson Summary
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Marketing Plan Exercise
Closing Company Case

14 Integrated Marketing Communications 13 topics

In the Spotlight
The Promotion Mix and Its Elements
The Communication Process
Integrated Marketing Communications
Steps in the IMC Planning Process
Ethical Issues in Marketing Communication
Lesson Summary
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Marketing Plan Exercise
Closing Company Case

15 The Promotion Mix: Advertising and Public Relations 13 topics

In the Spotlight
Advertising in the Promotion Mix
Major Decisions in Developing an Advertising Plan
The Use of Metrics to Measure Advertising Campaign Effectiveness
Public Relations and Its Role in the Promotion Mix
The Advantages and Disadvantages of Public Relations
Ethical Concerns in Advertising and Public Relations
Lesson Summary
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Closing Company Case

16 The Promotion Mix: Personal Selling and Sales Promotion 14 topics

In the Spotlight
Personal Selling and Its Role in the Promotion Mix
Classifications of Salespeople Involved in Personal Selling
Steps in the Personal Selling Process
Management of the Sales Force
Sales Promotion and Its Role in the Promotion Mix
Main Types of Sales Promotion
Ethical Issues in Personal Selling and Sales Promotion
Lesson Summary
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Closing Company Case

17 Direct, Online, Social Media, and Mobile Marketing 11 topics

In the Spotlight
Traditional Direct Marketing
Social Media and Mobile Marketing
Metrics Used to Evaluate the Success of Online Marketing
Ethical Issues in Digital Marketing and Social Media
Lesson Summary
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Closing Company Case

18 Distribution: Delivering Customer Value 15 topics

In the Spotlight
The Use and Value of Marketing Channels
Types of Marketing Channels
Factors Influencing Channel Choice
Managing the Distribution Channel
The Supply Chain and Its Functions
Logistics and Its Functions
Ethical Issues in Supply Chain Management
Lesson Summary
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Marketing Plan Exercise
Closing Company Case

19 Retailing and Wholesaling 15 topics

In the Spotlight
Retailing and the Role of Retailers in the Distribution Channel
Major Types of Retailers
Retailing Strategy Decisions
Recent Trends in Retailing
Wholesaling
18.6 Recent Trends in Wholesaling
Ethical Issues in Retailing and Wholesaling
Lesson Summary
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Marketing Plan Exercise
Closing Company Case

20 Sustainable Marketing: The New Paradigm 10 topics

In the Spotlight
Sustainable Marketing
Traditional Marketing versus Sustainable Marketing
The Benefits of Sustainable Marketing
Sustainable Marketing Principles
Purpose-Driven Marketing
Lesson Summary
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand

03 / FAQs

Questions before you start

What are the 5 key principles of marketing?

The five core principles of marketing are product, price, place, promotion, and people. These guide how businesses create value and connect with their audience.

What will I learn in the Principles of Marketing course?

You’ll explore consumer behavior, branding, market research, digital strategies, and how to create effective marketing campaigns across various platforms.

Why should I study marketing fundamentals?

Learning marketing gives you real-world tools to influence buyer decisions, craft compelling messages, and help businesses grow in competitive markets.

What kind of course is this Marketing Strategies course?

It’s an engaging, self-paced online marketing course with videos, case studies, and interactive quizzes—perfect for students and aspiring marketers alike.

How will this Principles of Marketing course help my career?

This course builds your understanding of how brands grow, how consumers think, and how to apply marketing strategies that get results in any industry.

Ready to Master Marketing?

Learn the strategies top marketers use. Start your marketing journey now and gain the skills to make an impact.

1 year of full access
Certificate of completion

Try Free

No credit card required