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. Specialty field marketing, planning, evaluation of the marketing effort, and socially responsible global marketing are also explored.

Course Objectives:

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

• Outline the steps in the marketing process.
• Explain the importance of understanding customers and how marketing works to deliver customer value.
• Discuss a customer-driven marketing strategy.
• Describe the principles of sustainable 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:

• Understand the psychological foundations of consumer behavior.
• Apply the mechanisms of influence that are most likely to lead consumers to change their attitudes, their beliefs, and, most importantly, their actions.
• Analyze how products and commercial messages often appeal to our senses.
• Understand how consumers learn about products and services.

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:

• Understand the foundation of integrated marketing communications.
• Analyze advertising tools, marketing power, and message strategies.
• Evaluate promotional tools, selling, and public relations.
• Become familiar with integration tools such as technology and business specific programs.

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:

• Examine the forces defining the new marketing realities.
• Analyze how companies attract and retain the right customers and cultivate strong customer relationships and communities.
• Examine the required steps in developing an advertising program.
• Assess the major psychological processes that influence consumer buying behavior.
• Analyze how consumers make purchasing decisions.