Topic outline

  • COURSE INTRODUCTION

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    • Time: 48 hours
    • Free Certificate
    In this course, you will learn about the marketing process and examine the range of marketing decisions an organization must make to sell its products and services. You will also learn how to think like a marketer and discover that the focus of marketing has always been the consumer. You will begin to think about who the consumer of goods and services is, what the consumer needs, and what the consumer wants. Marketing is an understanding of how to communicate with the consumer and is characterized by four activities: creating products and services that serve consumers, communicating a clear value proposition, delivering products and services in a way that optimizes value, and exchanging (or trading) value for those offerings. Many people incorrectly believe that marketing and advertising are the same. In reality, advertising is just one of many tools used in marketing, which is how firms determine which products to offer, how to price those products, and who they should be made available to. We will explore ways marketing departments and independent agencies answer these questions, whether through research, analysis, or trial and error. Once a company identifies its customer and product, marketers must determine how to capture the customer's attention. Capturing the customer's attention may entail undercutting competitors' prices, aggressively marketing with promotions and advertising (like "As Seen on TV" ads), or targeting ideal customers. The strategy a marketing firm chooses for a particular product is vital to its success. The idea that "great products sell themselves" is not true. By the end of this course, you will be familiar with the art and science of marketing a product.

  • Unit 1: Organizations in Business

    Let's start with the basics by considering the following question: What is an organization? An organization is a collection of individuals arranged in a particular way and embedded in an ever-changing environment to achieve a common goal. In this introductory unit, you will learn about organizations in business, focusing on how the individual plays a role in the organization's success. You must understand what influences individual behavior before you can study how individuals interact with organizations. As in psychology and sociology, the person is the focus of organizational behavior. Because sciences like psychology and sociology are older, more established fields of study than organizational behavior, we will look at them to better understand the purpose and applications of OB. This unit will provide you with an introduction to OB, including its history and emerging trends. In addition, we will identify the micro-level factors that contribute to our understanding of the OB field. You will also learn about how OB is connected with other sciences. Finally, we will examine how to evaluate research in OB properly.

    Completing this unit should take you approximately 3 hours.

  • Unit 2: Managing Individuals, Personalities, and Motivation

    Organizational behavior focuses on how individuals interact within a firm. As you know, different incentives motivate and influence individuals; some people strive for success or social status, others like to keep busy, and others are focused on simply making money. These are significant differences to consider if you are at the helm of a business, as they may influence how you motivate your workforce. This unit will explore individual personalities and what inspires people to want to succeed in the workplace. You will learn the tools used to identify these traits and recognize that certain traits are more desirable than others in a work setting, such as the ability to handle stress, Note that different organizations will value traits differently. For example, perhaps your organization values a sense of humor more! Knowing these traits and how to identify them in people will greatly enhance the success of a business.

    Completing this unit should take you approximately 15 hours.

  • Unit 3: Managing Groups and Teams

    Is there a difference between a group and a team? Certainly! For example, groups can exist without having a specific goal in mind, or they can have a goal that fluctuates or changes to adapt to the group's needs. A book club is a group. However, the people in that book club are not part of your team.

    Completing this unit should take you approximately 8 hours.

  • Unit 4: Leadership, Influence, and Leveraging Power

    Power is a popular topic because it is so easily misused. We all have some power over others, whether earned through a promotion or as a reflection of knowledge and experience. This unit may change your understanding of power and teach you that there is nothing wrong with using power appropriately. In fact, as an employee, you are expected to use the power you have within an organization as you were likely employed for just that reason. Power comes in many forms, but it is almost always used to influence.

    Completing this unit should take you approximately 9 hours.

  • Unit 5: Conflict Management and Negotiations

    Conflict is good as long as it is productive. Insulting someone is not productive, but a healthy debate is the foundation of democracy and is valuable in business. Successful organizations encourage healthy conflict; it forces people to defend opinions and allows for a free flow of ideas. Of course, managers must prevent these conflicts from getting out of hand.

    Completing this unit should take you approximately 6 hours.

  • Unit 6: Organizational Culture, Diversity, and Managing Change

    Change is a surprisingly difficult process for firms. When two large companies merge, it can take a couple of years to reorganize and many more years before the two respective cultures truly merge. This transition process can be especially challenging if the cultures are very different. process can be especially challenging if the cultures are very different. For example, suppose a bank from the south purchases a bank based in the northeast. In that case, the two different banking styles could wreak havoc within the organization, as the southern company may rely on customer service and slow growth. In contrast, the northern bank may prefer an aggressive strategy. Such mergers happen regularly, and OB specialists are involved in the process from the start.

    Completing this unit should take you approximately 7 hours.

  • Study Guide

    This study guide will help you get ready for the final exam. It discusses the key topics in each unit, walks through the learning outcomes, and lists important vocabulary. It is not meant to replace the course materials.

  • Certificate Final Exam

    Take this exam if you want to earn a free Course Completion Certificate.

    To receive a free Course Completion Certificate, you will need to earn a grade of 70% or higher on this final exam. Your grade for the exam will be calculated as soon as you complete it. If you do not pass the exam on your first try, you can take it again as many times as you want, with a 7-day waiting period between each attempt. Once you pass this final exam, you will be awarded a free Course Completion Certificate.

  • Saylor Direct Credit

    Take this exam if you want to earn college credit for this course. This course is eligible for college credit through Saylor Academy's Saylor Direct Credit Program.

    The Saylor Direct Credit Final Exam requires a proctoring fee of $5. To pass this course and earn a Proctor-Verified Course Certificate and official transcript, you will need to earn a grade of 70% or higher on the Saylor Direct Credit Final Exam. Your grade for this exam will be calculated as soon as you complete it. If you do not pass the exam on your first try, you can take it again a maximum of 3 times, with a 14-day waiting period between each attempt.

    We are partnering with SmarterProctoring to help make the proctoring fee more affordable. We will be recording you, your screen, and the audio in your room during the exam. This is an automated proctoring service, but no decisions are automated; recordings are only viewed by our staff with the purpose of making sure it is you taking the exam and verifying any questions about exam integrity. We understand that there are challenges with learning at home - we won't invalidate your exam just because your child ran into the room!

    Requirements:

    1. Desktop Computer
    2. Chrome (v100+)
    3. Webcam + Microphone
    4. 1mbps+ Internet Connection

    Once you pass this final exam, you will be awarded a Credit-Recommended Course Completion Certificate and can request an official transcript.

  • Course Feedback Survey

    Please take a few minutes to give us feedback about this course. We appreciate your feedback, whether you completed the whole course or even just a few resources. Your feedback will help us make our courses better, and we use your feedback each time we make updates to our courses. If you come across any urgent problems, email contact@saylor.org.