Course Description & Learning Objectives

This Course will be a study in the fundamentals of Marketing. You will be able to strengthen your marketing expertise and gain powerful new skills that can be put to work immediately. The student will participate in a 4 week on-line course comprised of 9 one-hour segments over 3 weeks with an assessment at the end of each week. In the 4th week there will be a 1.5 hour review session and a final assessment.

Each of the 9 segments will build on each other enabling you to create a strong Marketing foundation. In order to learn the fundamentals behind successful Marketing we will cover: what Marketing is and how it fits into different organizations, consumer behavior and target audiences, the difference between price and value, product and brand development, advertising and promotions including techniques for applying social media strategies and tools, and how to create an effective Marketing Plan.

Course Outline

• Introduction to Marketing
• Consumer Behavior and Markets
• Product Development and Communications

Course Assessments

This course is graded using a “Pass/Fail” format.

Weekly assessments will be given at the completion of each week’s on-line class (e.g., lectures, slides, and other materials). The purpose for the assessments is to determine if the student has sufficient command of the materials and met the learning objectives. In the event the student does not pass any of the weekly assessments, he/she will have an opportunity to review the material and re-take the assessment until a passing grade is achieved.

Week 4 is designed to provide a review of all the materials from the previous 3 weeks. The review session will utilize an audio-video presentation connecting the theory, instruction and the learning objectives to the questions posed by participants. Upon completion of the review session, a final assessment will be provided.

Course Schedule

Week #	Session	Time (hrs)	Topic
Week 1	1	1.0	What is Marketing?
	2	1.0	Strategic Marketing
	3	1.0	The Five 'P’s'
		0.5	Assessment
Week 2	4	1.0	Consumer Behavior- Consumer Purchase Decision Process
	5	1.0	Consumer Behavior- Psychological and Socio-cultural Influences
	6	1.0	Segmentation, Targets and Global Markets
		0.5	Assessment
Week 3	7	1.0	Product and Brand Development
	8	1.0	Marketing Communications
	9	1.0	Developing Successful Marketing Strategies
		0.5	Assessment
Week 4	10	1.0	Review and wrap-up
	11	1.0	Final Assessment
Total:		12.5