Introduction to Marketing
Course Overview
The Introduction to Marketing course explores the cornerstone concepts that influence customers' buying habits. The course describes how broadband companies aim to understand consumers, develop marketing strategies, conduct research, and analyze information to target and sell to key market segments. The curriculum combines textbook principles, online exercises, industry-specific case studies, and real-life situations to demonstrate how to apply marketing theory in everyday business. Some of the topics covered include: creating marketing for new products, implementing pricing strategies, managing distribution channels, integrating marketing communications through advertising, sales promotion, public relations, personal selling, and direct marketing, and addressing social responsibility and ethics for sustainable marketing.
- Price: $930.00
- Seat time: 32h
- Course number: ew0716_05_JN
- Dynamic language translation available
- Category: General Education
The estimated completion time for this course is 32 hours. The maximum allotted time is four months from enrollment.
Course Objectives
Explain how marketing identifies customer needs, creates value-driven strategies, manages customer relationships, and adapts to a changing landscape.
Describe how strategic planning shapes marketing’s role, guides the business portfolio, supports partnerships, and drives performance.
Assess micro- and macro-environmental forces that influence marketing decisions and determine effective organizational responses.
Explain the marketing information systems and research methods that generate customer insights while meeting ethical and public policy standards.
Analyze the way in which consumer and business buyer behaviors influence decision processes and digital and social engagement strategies.
Formulate segmentation, targeting, differentiation, and positioning strategies that align support marketing goals.
Assess product, service, and branding decisions that build strong market offerings and long-term brand value.
Evaluate new product development strategies, product life-cycle decisions, and social responsibility in product management.
Determine pricing strategies by weighing internal and external factors, product life-cycle stage, pricing policies, and ethical considerations.
Describe the supply chain, channel design, and logistics decisions that create value within the delivery network.
Evaluate retailing, wholesaling, and omnichannel strategies that shape customer experiences and retail performance.
Assess integrated marketing communication tools, including advertising and public relations, to design effective promotion strategies.
Explain personal selling, sales force management, selling processes, and sales promotion to strengthen customer relationships and drive sales outcomes.
Design digital marketing strategies that integrate campaign planning, channel selection, omnichannel alignment, and policy considerations.
Describe global marketing decisions regarding market entry, marketing programs, and organizational structure in an international context.
Assess sustainable marketing practices, social criticisms, and organizational pathways to sustainability.
Describe how strategic planning shapes marketing’s role, guides the business portfolio, supports partnerships, and drives performance.
Assess micro- and macro-environmental forces that influence marketing decisions and determine effective organizational responses.
Explain the marketing information systems and research methods that generate customer insights while meeting ethical and public policy standards.
Analyze the way in which consumer and business buyer behaviors influence decision processes and digital and social engagement strategies.
Formulate segmentation, targeting, differentiation, and positioning strategies that align support marketing goals.
Assess product, service, and branding decisions that build strong market offerings and long-term brand value.
Evaluate new product development strategies, product life-cycle decisions, and social responsibility in product management.
Determine pricing strategies by weighing internal and external factors, product life-cycle stage, pricing policies, and ethical considerations.
Describe the supply chain, channel design, and logistics decisions that create value within the delivery network.
Evaluate retailing, wholesaling, and omnichannel strategies that shape customer experiences and retail performance.
Assess integrated marketing communication tools, including advertising and public relations, to design effective promotion strategies.
Explain personal selling, sales force management, selling processes, and sales promotion to strengthen customer relationships and drive sales outcomes.
Design digital marketing strategies that integrate campaign planning, channel selection, omnichannel alignment, and policy considerations.
Describe global marketing decisions regarding market entry, marketing programs, and organizational structure in an international context.
Assess sustainable marketing practices, social criticisms, and organizational pathways to sustainability.
Course Benefits
earn three hours of college credit
receive an industry-recognized NCTI certificate of graduation
receive an industry-recognized NCTI certificate of graduation
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