Course Summary
Credit Type:
ACE Course Number:
Organization Course Number:
12 -- 15 weeks (112 hours)
Dates Offered:
Credit Recommendation & Competencies
Level Credits (SH) Subject
Lower-Division Baccalaureate 3 Principles Of Marketing


The course objective is to provide students with a view of the principle areas of marketing. It explores the factors influencing how marketing decisions are made, including the impact of marketing decisions on an organization and its customers. Students gain a working knowledge of practical marketing and business vocabulary. Additionally, students analyze today's global, highly competitive marketplace and evaluate how the actions of competitors' influence marketing decisions.

Learning Outcomes:

  • Upon completion of this course, the student will be able to evaluate the primary components of a marketing plan from strategic, functional, and operational perspectives
  • Analyze how the characteristics of the business environment can impact marketing decisions
  • Compare business to business (B2B) and consumer markets
  • Analyze how integrated marketing communications (IMCS) are developed and implemented
  • And distinguish marketing channel options, considerations, and interactions
  • Analyze the possible impacts of marketing research on a business plan
  • Evaluate how consumer characteristics and behavior affect marketing strategies
  • Compare various considerations in product and services marketing
  • Analyze the considerations and process of creating a pricing strategy

General Course Topics:

  • Introduction to marketing
  • Strategic planning
  • Analyzing the business environment
  • Market research and intelligence
  • Market analysis and strategy
  • Consumer behavior
  • Business to business (B2B) marketing
  • Product development and management
  • Services marketing
  • Integrated marketing communication
  • Pricing
  • Marketing channels and supply chains
Instruction & Assessment

Instructional Strategies:

  • Audio Visual Materials

Methods of Assessment:

  • Examinations
  • Quizzes

Minimum Passing Score:

Supplemental Materials

Other offerings from Pearson