Course information | BUS203: Principles of Marketing | Saylor Academy

BUS203: Principles of Marketing

Explore the entire marketing process, from identifying and targeting your customer base to creating value that will appeal to your consumers and marketing and distributing your product.

Continuing Education Units: 3.1

Course Introduction

Course Syllabus

Unit 1: The Definition and Principles of Marketing

1.1: Marketing Basics

1.2: The Marketing Mix ("The 4 Ps")

Unit 1 Discussion

Unit 2: Segmenting, Targeting, and Positioning

2.1: STP Strategy

2.2: Publics

Unit 2 Discussion

Unit 3: Customers and Marketing Research

3.1: Business-to-Business

3.2: Business-to-Consumer

3.3: Customer Psychology

3.4: Value of Customers

3.5: Marketing Research

Unit 4: Life Cycles, Offers, Supply Chains, and Pricing

4.1: Product Life Cycle

4.2: The Creation of an Offering

4.3: Creating Customer Value through Supply Chains

Unit 4 Discussion

Unit 5: Distribution and Promotion

5.1: Distribution Channel Strategies

5.2: Promotion Tools and Tactics

Unit 5 Discussion

Unit 6: Launching a Marketing Campaign

6.1: Satisfying the Customer

6.2: Marketing Ethics

6.3: Social Marketing

6.4: Cultural Modifications for Marketing

6.5: The Marketing Plan

Unit 6 Discussion

Unit 7: Social Media Marketing

7.1: Introduction to Social Media Marketing

7.2: Content Marketing

7.3: Email Marketing

7.4: Social Media Platforms

Study Guide

Course Feedback Survey

Certificate Final Exam

Archived Materials

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BUS203: Principles of Marketing