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 not only the act of buying, but it also investigates how having—or not having—a product, service, idea, or experience affects our lives, how we view ourselves, and how we view others. This course examines consumer behavior as an ongoing process and includes discussions about current marketing trends—how consumers and technology have affected marketing, and how new marketing has affected consumers and their social environment.

Course Objectives

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

• Describe the foundations and process of consumer behavior, and discuss the main perspectives on research in consumer behavior.
• Examine the internal influences on consumer behavior.
• Analyze the factors that lead to consumers choosing and using products.
• Evaluate consumers in their social and cultural settings.
• 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 offers a streamlined approach to current marketing management practices and theory, with a focus on helping companies, groups, and individuals adapt their marketing strategies and management practices to the marketplace of the twenty-first century. Outside cases and simulations are presented to help students utilize their marketing knowledge for successful marketing practices and to effectively solve marketing problems with the latest tools and techniques.

Course Objectives

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

• Define marketing and marketing management and discuss the core marketing concepts.
• Understand the importance of connecting with customers and creating long-term loyalty relationships.
• Demonstrate an understanding of the key elements used to build a strong brand.
• Examine best practices for creating, delivering, and communicating value.
• Evaluate the issues related to managing marketing for long-term success.
• Demonstrate proficiency with academic writing related to marketing management.