Online Class: Marketing 101

Explore the fusion of art and science in marketing, where data meets intuition and businesses engage with consumers through careful crafting of strategies across traditional, digital, and global platforms. By covering everything from market segmentation to crafting effective marketing plans, this course prepares you to navigate and excel in the multifaceted marketing landscape.
Self-Paced, Online Class
Lehi City Public Library
 
  • 15
    Lessons
  • 33
    Exams &
    Assignments
  • 9
    Hours
    average time
  • 0.9
    CEUs
 
 
 

Course Description

Have you ever looked at a product on a shelf and thought, "How did this get here?" Or watched a captivating advertisement and pondered, "Why does this resonate with me?" Behind every product launch, every compelling advertisement, and every digital campaign, there's a meticulously crafted strategy. Welcome to the universe of marketing, where art meets science, data merges with intuition, and businesses connect with their consumers in an ever-evolving dance of needs, desires, and values.

Why Choose This Course?

  1. Holistic Understanding: From the inception of a product idea to its journey on the global stage, immerse yourself in every facet of marketing.

  2. Strategize Like a Pro: Delve into the decision-making processes businesses employ to determine their advertising strategies and target audience.

  3. Diverse Modalities: Explore traditional, direct, online, and global marketing channels to equip yourself for a multifaceted marketing landscape.

  4. Build A Strong Foundation: Whether you're an aspiring marketer, a business owner, or simply a curious learner, this course offers a comprehensive curriculum tailored for all levels.

Course Highlights:

  • Marketing Philosophies Unraveled: Discover the various approaches and ideologies that have shaped marketing through the ages.

  • Creating Customer Value: Learn how top brands consistently engage and delight their customers, fostering loyalty and driving value.

  • Demystifying Market Segmentation: Unlock the art and science of identifying and targeting the perfect audience subset for optimal business results.

  • Product & Service Marketing Excellence: Grasp the nuances of showcasing tangible and intangible offerings in an ever-competitive market.

  • Retail and Supply Chain Insights: Understand the complexities of the retail environment and the logistical symphony of supply chain management.

  • Pricing, Promotion & Beyond: From setting the right price to creating buzzworthy promotions, get a grip on strategies that influence purchase decisions.

  • Digital Revolution: Dive deep into the world of online and direct marketing, the channels reshaping the consumer-business relationship.

  • Global Marketplace Mastery: Navigate the intricacies of marketing on a global scale, understanding cultural, logistical, and regulatory challenges.

  • Crafting a Winning Marketing Plan: Bring your learning full circle as you synthesize knowledge into actionable marketing blueprints.

Empower Your Marketing Journey

Marketing is not just a business function; it's the heartbeat of commerce, the bridge between businesses and consumers, and the force propelling products from concept to consumers' hands. Whether you're stepping into the business world, looking to elevate your existing skills, or just satiating your curiosity, our course promises a transformative journey into the mesmerizing realm of marketing.

Join us, and let's co-create your marketing success story!

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Course Lessons

Average Lesson Rating:
4.46 / 5 Stars (Average Rating)
"Extraordinarily Helpful"
(700 votes)

Lesson 1. The Profound Connection: Marketing as a Vital Human Fabric

Marketing melds creative storytelling with strategic insights to drive brand success, leveraging consumer psychology to create lasting connections that transcend mere transactions. Embracing societal impacts and ethical frameworks, marketers can build meaningful consumer experiences that enhance brand perception and foster long-term loyalty. 18 Total Points
  • Lesson 1 Video
  • Review Practice Worksheet: Lesson-1-WordSearch-14932.pdf
  • Lesson discussions: Reasons for Taking this Course
  • Assessment: Lesson 1 Review Exam

Lesson 2. Building Strong Customer Connections

Companies cultivate loyal customer bases by prioritizing value creation and personalized interactions, leveraging advanced analytical tools for strategic insights. By seamlessly implementing dynamic marketing strategies, they secure long-term consumer trust and market relevance. 11 Total Points
  • Lesson 2 Video
  • Review Practice Worksheet: Lesson-2-Activity-14936.pdf
  • Complete: Lesson 2 Activity
  • Assessment: Lesson 2 Review Exam

Lesson 3. Navigating the Complex Marketing Ecosystem

To thrive in global markets, businesses must tailor their strategies by analyzing cultural values, economic conditions, and technological landscapes. By understanding these diverse environments and using scenario planning, companies can adapt to changes and design unique value propositions that resonate with a multitude of audiences. 19 Total Points
  • Lesson 3 Video
  • Review Practice Worksheet: Lesson-3-WorkSheet-14939.pdf
  • Assessment: Lesson 3 Review Exam

Lesson 4. Marketing Research for Competitive Advantage

Customer insights provide a deep understanding of customer behavior, allowing businesses to customize their strategies and predict trends, with companies like AT&T using data analysis for strategic decisions. The marketing research process involves defining a problem, planning data collection, and translating data into strategies that improve customer experiences and business outcomes. 21 Total Points
  • Lesson 4 Video
  • Review Practice Worksheet: Lesson-4-Activity-14942.pdf
  • Complete: Lesson 4 Activity
  • Assessment: Lesson 4 Review Exam

Lesson 5. Understanding and Influencing Buyer Behavior

Understanding consumer behavior is crucial for marketers, who aim to influence purchasing decisions by analyzing how and why consumers buy. By utilizing strategies such as personalized recommendations and captivating advertisements, companies effectively engage target audiences and drive sales. 20 Total Points
  • Lesson 5 Video
  • Review Practice Worksheet: Lesson-5-WordSearch-14946.pdf
  • Assessment: Exam 5
  • Assessment: Lesson 5 Review Exam

Lesson 6. Exploring the World of Business Markets and Buyer Behavior

Business markets differ from consumer markets in structure and decision-making dynamics, often involving dedicated procurement teams. Key buying center roles such as users, influencers, buyers, and gatekeepers collaborate to ensure procurement decisions align with organizational objectives. 29 Total Points
  • Lesson 6 Video
  • Review Practice Worksheet: Lesson-6-WordSearch-14949.pdf
  • Assessment: Exam 6
  • Assessment: Lesson 6 Review Exam

Lesson 7. Harnessing Product Marketing Synergy

Successful marketing strategies involve segmenting the market to target specific consumer groups and leveraging product marketing to bridge creation and customer acquisition. By understanding consumer identities through segmentation, companies enhance customer engagement and adapt offerings to meet evolving desires. 28 Total Points
  • Lesson 7 Video
  • Review Practice Worksheet: Lesson-7-Activity-14953.pdf
  • Complete: Lesson 7 Activity
  • Assessment: Exam 7
  • Assessment: Lesson 7 Review Exam

Lesson 8. The Art and Science of Product Management in Competitive Markets

The Four P's of marketing—Product, Place, Price, and Promotion—drive competitive strategies in retail, influencing consumer choices through innovative design and strategic placement. By understanding these dynamics, retailers can craft bespoke experiences that resonate with their audience. 23 Total Points
  • Lesson 8 Video
  • Review Practice Worksheet: Lesson-8-Downloadable-14957.pdf
  • Assessment: Exam 8
  • Assessment: Lesson 8 Review Exam

Lesson 9. Services Marketing and Channels: An In-Depth Analysis

The lesson delves into the nuanced realm of services marketing, highlighting the distinctive traits that set services apart from tangible goods, and introduces the seven P's as a strategic framework for effective service marketing. It also explores marketing channels and supply chain management, illustrating how strategic decisions in distribution and logistics are pivotal to enhancing customer experience and driving business success. 30 Total Points
  • Lesson 9 Video
  • Review Practice Worksheet: Lesson-9-WordSearch-14960.pdf
  • Assessment: Exam 9
  • Assessment: Lesson 9 Review Exam

Lesson 10. The Dynamics of Promotion, Advertising, and PR in Today's Marketing

Modern marketing bridges products with customers through the dynamic integration of the four P's: product, price, place, and promotion, with promotion being a strategic blend of advertising, PR, and digital outreach. An effective marketing plan underpins this by utilizing precise segmentation, targeting, positioning, and messaging to resonate with different consumer segments. 25 Total Points
  • Lesson 10 Video
  • Review Practice Worksheet: Lesson-10-Downloadable-14964.pdf
  • Assessment: Exam 10
  • Assessment: Lesson 10 Review Exam

Lesson 11. The Synergy of Selling and Pricing in Business

Selling, whether transactional or relationship-based, is about fostering customer interaction and connection. Establishing trust through relationship-selling results in greater customer loyalty and increased profitability over time. 27 Total Points
  • Lesson 11 Video
  • Review Practice Worksheet: Lesson-11-WorkSheet-14968.pdf
  • Assessment: Exam 11
  • Assessment: Lesson 11 Review Exam

Lesson 12. Direct & Online Marketing Strategies

With forms like email and mobile marketing, direct marketing cuts through general advertisements by providing tailored content to enhance customer engagement and quick responses from target audiences. 29 Total Points
  • Lesson 12 Video
  • Review Practice Worksheet: Lesson-12-HomeWork-14971.pdf
  • Complete: Lesson 12 Activity
  • Assessment: Exam 12
  • Assessment: Lesson 12 Review Exam

Lesson 13. Excelling Beyond Rivals: The Art of Competitive Distinction

To navigate the complex business landscape, companies must understand customers, analyze competitors, and set clear objectives aligned with strategic goals. Embracing innovation and adapting to lifestyle, technological, and economic trends ensure businesses maintain and enhance their competitive edge. 30 Total Points
  • Lesson 13 Video
  • Review Practice Worksheet: Lesson-13-HomeWork-14975.pdf
  • Complete: Lesson 13 Activity
  • Assessment: Exam 13
  • Assessment: Lesson 13 Review Exam

Lesson 14. Globalization and Market Access: A Journey Beyond Borders

Globalization transforms local markets into expansive global playing fields, illustrated by companies like Toyota diversifying production worldwide. Effective modes of market entry vary, from indirect exporting to Foreign Direct Investment, each with unique benefits and risks. 27 Total Points
  • Lesson 14 Video
  • Review Practice Worksheet: Lesson-14-WorkSheet-14978.pdf
  • Complete: Lesson 14 Activity
  • Assessment: Exam 14
  • Assessment: Lesson 14 Review Exam

Lesson 15. Navigating the Marketplace: Mastering the Art of Marketing Strategy

Crafting a marketing plan involves balancing diverse strategies with focused direction, as seen with companies like Spotify that stay relevant through adapting to consumer preferences. Successful plans integrate multiple marketing channels, reflect brand identity, and require clear objectives, strategies, and adaptive tactics. 20 Total Points
  • Lesson 15 Video
  • Review Practice Worksheet: Lesson-15-WorkSheet-14981.pdf
  • Lesson discussions: End of Course Poll; Reasons for Taking this Course; Course Comments
  • Complete: Lesson 15 Activity
  • Assessment: Exam 15
  • Assessment: Lesson 15 Review Exam
357
Total Course Points
 

Learning Outcomes

By successfully completing this course, students will be able to:
  • Describe how marketing acts as a bridge between consumer needs and a company's ability to satisfy those needs.
  • Identify different marketing philosophies (production, product, selling, societal) and analyze their impact on consumer engagement and market success.
  • Define the concept of customer value and explain how aligning products with consumer needs and market demands can enhance retention and brand loyalty.
  • Demonstrate the five critical steps in implementing a customer-centric marketing strategy, including market analysis, customer engagement, targeted promotions, continuous monitoring, and strategic adaptation.
  • Demonstrate the use of scenario planning in marketing strategies to anticipate external changes and adapt business approaches effectively amidst uncertain environments.
  • Identify key factors within the macro-environment that influence marketing strategies, including demographic, economic, political, cultural, natural, and technological elements.
  • Define marketing research by outlining its steps, including problem definition, data collection plan, and data analysis to enable strategic decisions based on customer insights.
  • Demonstrate understanding of descriptive and inferential data analysis by summarizing findings and predicting trends to create actionable business strategies aligned with customer needs.
  • Define consumer buyer behavior by identifying the key factors influencing purchasing decisions, such as psychological, social, and economic influences.
  • Demonstrate understanding of the consumer decision-making process by outlining the five critical steps involved in making a purchase, from need recognition to post-purchase evaluation.
  • Analyze the roles within the Buying Center and explain how each role influences the decision-making process in business purchases.
  • Define the three types of business purchasing situations and illustrate with real-world examples how each impacts a company's procurement strategy.
  • Define and categorize consumer segments utilizing demographic, psychographic, and behavioral criteria to tailor marketing strategies effectively within 30 minutes.
  • Demonstrate mastery of lesson content at levels of 70% or higher.
 

Additional Course Information

Online CEU Certificate
  • Document Your Lifelong Learning Achievements
  • Earn an Official Certificate Documenting Course Hours and CEUs
  • Verify Your Certificate with a Unique Serial Number Online
  • View and Share Your Certificate Online or Download/Print as PDF
  • Display Your Certificate on Your Resume and Promote Your Achievements Using Social Media
Document Your CEUs on Your Resume
 
Course Title: Marketing 101
Course Number: 8900344
Lessons Rating: 4.46 / 5 Stars (700 votes)
Languages: English - United States, Canada and other English speaking countries
Availability: This course is offered online and is accessible in every state across the U.S., including California, Texas, Florida, New York, Pennsylvania, Illinois, Ohio, and Georgia. Learners in English-speaking countries like Canada, Australia, the United Kingdom, and South Africa can also enroll.
Last Updated: February 2024
CEU Value: 0.9 CEUs (Continuing Education Units)
Grading Policy: Earn a final grade of 70% or higher for successful completion.
Course Type: Self-Paced
Assessment Method: Lesson review exams
Instructional Team: Linda Zavadil

Student Testimonials

  • "Very informatative. I was able to relate to the info provided because I remember all of those products and the changes they've gone through." -- M.j. K.
  • "This course was an excellent source of information for someone to get to know the elements of marketing. It was very helpful for me to determine if I want to take up marketing in my further studies or not." -- Momina J.
  • "The course was very informative and interactive with a wealth of information. Thank you for the relevant materials to use in the workplace. Excellent!" -- Wanda G.
  • "This is a great course. Thank you." -- Sandy C.

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