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Course Syllabus

BUS203: Principles of Marketing

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 Assessment

Unit 2: Segmenting, Targeting, and Positioning

2.1: STP Strategy

2.2: Positioning and the Competition

Unit 2 Assessment

Unit 3: Customers and Marketing Research

3.1: Business-to-Business

3.2: Business-to-Consumer

3.3: Consumer Buying Behavior

3.4: Marketing Research

Unit 3 Assessment

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

4.4: Pricing Strategies

Unit 4 Assessment

Unit 5: Distribution and Promotion

5.1: Distribution Channels and Strategies

5.2: The Promotion/Communication Mix

5.3: The Impact of Public Relations

Unit 5 Assessment

Unit 6: Launching a Marketing Campaign

6.1: Satisfying the Customer

6.2: Social Marketing

6.3: Cultural Modifications for Marketing

6.4: The Marketing Plan

6.5: Marketing Ethics

Unit 6 Assessment

Unit 7: Social Media and Digital Marketing

7.1: Role of Social Media Marketing

7.2: Content Marketing

7.3: Direct Marketing

7.4: Digital Marketing

7.5: Social Media Platforms

Unit 7 Assessment

Study Guide

Certificate Final Exam

Saylor Direct Credit

Course Feedback Survey

Quizzes