Course

Course Summary
Credit Type:
Course
ACE ID:
EXCL-0005
Organization:
Excel Education Systems, Inc.
Location:
Online
Length:
24 weeks (126 hours)
Dates Offered:
Credit Recommendation & Competencies
Level Credits (SH) Subject
Lower-Division Baccalaureate 3 principles of marketing
Description

Objective:

The course objective is to teach students the foundational principles of marketing in the digital age, by using current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life.

Learning Outcomes:

  • explain how the marketplace addresses customer wants and needs by creating opportunities for the exchange of products, services, and experiences
  • explain why the customer is the cornerstone of marketing
  • explain the purpose of segmentation and targeting in marketing
  • define marketing strategy, tactics, and objectives
  • define ethics in the context of marketing, and discuss the importance
  • describe various theories of consumer decision-making
  • explain the importance of positioning in executing segmentation and targeting strategy
  • explain elements that contribute to a brand and the brand-building process
  • describe the customer view of value and pricing
  • explain how integrated marketing communication (IMC) strengthens the impact of marketing communication tools
  • describe why each key element of the marketing plan is important to the marketing team's successful implementation of the overall plan

General Topics:

  • What is marketing
  • Marketing function
  • Segmentation and targeting
  • Marketing strategy
  • Ethics and social responsibility
  • Marketing information and research
  • Consumer behavior
  • Positioning
  • Branding
  • Product marketing
  • Pricing strategies
  • Distribution channels
  • Integrated marketing communication (IMC)
  • Marketing globally
  • A marketing plan
Instruction & Assessment

Instructional Strategies:

  • Audio Visual Materials
  • Computer Based Training

Methods of Assessment:

  • Quizzes
  • Written Papers
  • Proctored Final Examination

Minimum Passing Score:

70%
Supplemental Materials

Other offerings from Excel Education Systems, Inc.

ACE Business Communication Skills
(EXCL-0006)
ACE Business Law
(EXCL-0022)
ACE College Algebra
(EXCL-0001)
ACE Principles of Management
(EXCL-0016)
ACE Sociology
(EXCL-0003)
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