Fundamentals of Marketing
Undergraduate Certificate Online Program

Principles of Marketing examines the various functions of modern marketing including the market, product and price systems, distribution structure, and promotional activities. The course covers services, nonprofit and for-profit organization marketing including the planning, implementation, evaluation, and control of the marketing effort. Ethics in marketing and socially responsible global marketing are also explored.

Course Objectives:

Upon successful completion of this course, students will be able to:

• Define and describe the multiple factors related to the field of marketing.
• Analyze the various types of market opportunities.
• Examine concepts related to product, pricing, and distribution decisions.
• Demonstrate an understanding of promotion and communication strategies.
• Demonstrate proficiency with academic writing related to marketing.

Consumer Behavior explores how the human experience is affected by consumption and how consumers seek value to address other needs. This course examines the internal, external, and situational which affect consumer behavior. The course also covers the role of consumption, value, and satisfaction on consumer behavior.

Course Objectives

Upon successful completion of this course, students will be able to:

• Define consumer behavior, and explain its role in business and society.
• Discuss the internal influences on consumer behavior including perception, cognition, motivation, emotion, personality, and attitude.
• Discuss the external influences on consumer behavior including culture, groups, and interpersonal factors.
• Describe the situational influences which affect consumer behavior and the major perspectives on consumer decisionmaking.
• Explain the role of consumption, value, and satisfaction on consumer behavior.
• Demonstrate proficiency with academic writing related to consumer behavior.

Advertising and Promotions will allow students to see a collective picture of integrated marketing communications. Focus is placed on business-to-business marketing concepts, international marketing discussions, brand management, and various advertising and promotional tactics. This is an integrated approach with a solid advertising core.

Course Objectives

Upon successful completion of this course, students will be able to:

• Describe and examine the foundations and role of advertising, promotion, and marketing.
• Analyze the communications process and examine the role of consumers, ad agencies, and other marketing communication organizations.
• Evaluate objectives and budgeting for integrated marketing communications programs and describe the process of development.
• Demonstrate an understanding of monitoring, evaluation, and control in measuring program effectiveness.
• Examine regulations, global applications, social, ethical and economic issues related to advertising and promotions.
• Demonstrate proficiency with academic writing related to advertising and promotions.

Marketing Management presents marketing management as a core business activity involving everyone in the firm, not just the marketing department, and is structured to improve individual, unit, and organizational performance as it continually adapts and adjusts to the marketplace of the 21st century. Topics covered include: the major challenges facing marketing today; virtual, digital, and social marketing management; analytics, metrics, and measurements available through new technologies; customer-centric and service marketing orientations; branding and brand equity; and global, ethical, legal, and sustainable marketing practices.

Course Objectives

Upon successful completion of this course, students will be able to:

• Define and examine issues currently impacting marketing management (i.e. global, ethical, sustainable, strategy, planning, and competition considerations).
• Discuss best practices for using information to drive marketing decisions.
• Evaluate the essential role of the product experience in marketing.
• Demonstrate an understanding of the key elements of pricing decisions and delivering the value offering.
• Examine the role of promotion and advertising in communicating the value offering.
• Demonstrate proficiency with academic writing related to marketing management.