Marketing Foundations

Course Overview - Marketing Fundamentals

Get a thorough overview of marketing principles and applications through Marketing Foundations. Our knowledgeable marketing instructors have compiled a series of brief but absorbing video lessons and self-assessment quizzes that will help you comprehend strategic marketing, the marketing mix and consumer psychology, among other topics.

Learning Aims:

• Learn about principles of marketing, market vs. sales orientation, marketing ethics and corporate social responsibility.
• Examine external influences on marketing strategy, the role of technology and the impacts of the political and legal climate on marketing.
• Study the consumer decision making process, consumer psychology and cognitive dissonance. Learn about brand familiarity and the purchase process, and types of consumer buying decisions.
• Find out why market segments are important. Learn the different types of market segmentation, the need for positioning and differentiation in consumer marketing, branding and brand equity.
• Learn the distinction between for-profit and non-profit marketing, channel intermediaries and channel conflict and technology, measurement, relationship and material integration.
• Explore pricing decisions and objectives and factors that influence pricing and pricing strategy