Principles of marketing/Design blueprint

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  • Level: 1st year Bachelor Degree
  • Notional learning hours: 120 (comprising 3 micro course of 40 hours each)
  • Credits: 3 North American credits
  • Assessing institution: Thomas Edison State University
  • Proposed credentials: Associate in Science in Business Administration degree (TESU) and Certificate in Higher Education (UK)
  • Course codes: PMKT100 (PMKT101, PMKT102, PMKT103)

Intended target audience

  • people who want to learn more about marketing
  • 1st year university students who have little or no experience, yet want to enter the field of marketing

Prerequiste knowledge

  • a working knowledge of English
  • Working knowledge of office software, computers file management, and Internet / web browsing skills.

Course aims

  • To establish a body of knowledge and competence for explaining the use of core marketing concepts, principles and tools, in a business-to-business (B2B) and a business-to-consumer (B2C) context.
  • To apply marketing concepts and foundational principles to make marketing decisions
  • To acquire skills and demonstrate understanding (using conventional and social media knowledge) for the design, development, and evaluation of a marketing activities for a product or service.
  • To connect with marketing colleagues, and discuss and share marketing issues and concepts.

Learning Outcomes

Throughout this course, you'll also see related learning outcomes identified in each unit. You can use the learning outcomes to help organize your learning and gauge your progress.

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

  1. define marketing and explain its function in society.
  2. describe marketing concepts and terminology.
  3. describe the process of market research.
  4. describe the concept of pricing.
  5. explain product strategy, including the concepts of product life cycle, positioning, and pricing.
  6. define competition and explain competitive analysis.
  7. analyze the process of distribution and explain marketing channels.
  8. identify the key elements of product promotions.
  9. explain how competitive advantages of digital marketing, and how they can enhance a marketing plan.
  10. develop core components of a marketing strategy and plan, integrating print and digital approaches, tools and practices.
  11. experience blogging as an experiential means for personal self-reflection, critical thinking; and learning; and as a digital tool for marketing outreach, visibility, communications and promotion.

Development and delivery approach

Micro course structure

The OERu development is a remix of the Saylor Foundation Course: Principles of Marketing (BUS 203). The OERu version will be structured according to 3 micro courses of approximately 40 notional learning hours each.

Micro course Title Saylor units
PMKT101 Core foundations of successful marketing Units ?, ?, ?
PMKT102 Market research and customer insights Units ?, ?, ?
PMKT103 Launching products and generating demand Units ?, ?, ?

Assessment strategy

  • TBD - in collaboration with Thomas Edison State University resource

Interaction strategies

Student-content interactions

Students will be able to interact with the content via real-time and asynchronous technologies that are searchable and shareable including:

  • Microblog activities and posts
  • Discussion forum posts
  • Personal blog posts and comments

Student-student interactions

  • Students will be encouraged to use a peer-support question-and-answer forum for addressing support questions.
  • Self-study help tutorials will be provided for the main technologies used in the course.


  • Student will be supported through weekly office hours - online

Draft example of interaction

Interaction strategies

Student-content interactions

Each micro-course will:

  • incorporate a short video as an introduction to the course and / or sample representative product / service
  • Provide learners with a series of learning pathways designed for independent study.
  • Incorporate one (1) learning challenge in each learning pathway.
  • Include learning challenges that function as building blocks for a final course assessment.

Student-student interactions

Students will be able to interact via a number of technologies which will be harvested using an aggregated timeline for the interactions:

  • Discussion forum posts
  • Personal blog posts and comments
  • Twitter fora / hashtags
  • Personal learning journal
  • WEnotes
  • Ask OERu, a community-based question and answer forum.

Student-support interactions

  • Students will be encouraged to use a the peer-support question and answer forum for addressing support questions.
  • Self-study help tutorials will be provided for the technologies used in the course.