This course introduces the fundamental concepts and strategic role of marketing in today’s competitive business environment. Learners explore core marketing principles, including the marketing mix (Four Ps), customer value, and satisfaction, while gaining practical exposure to marketing planning topics such as market research, pricing, distribution, and target market selection.
Module 1: Introduction to Marketing and Its Strategic Role
Module 2: Customer Value, Satisfaction, and Relationship Building
Module 3: The Marketing Mix (Four Ps)
Module 4: Market Research and Marketing Information
Module 5: Target Markets and Market Segmentation
Module 6: Pricing, Distribution, and Channel Strategies
Module 7: Marketing Planning and Competitive Strategy
By the end of this course, learners will be able to:
Define marketing and explain its strategic importance to organizations
Describe the components of the marketing mix (product, price, place, promotion)
Analyze how customer value and satisfaction influence marketing decisions
Apply basic marketing planning concepts, including market research and targeting
Evaluate pricing and distribution approaches within a marketing strategy
Support organizational goals through informed marketing decision‑making
Certificate of completion
This class is an independent-study course. Students will have all the resources needed to successfully complete the course within the online material. A student helpdesk is available for technical support during the course enrollment.