Principles of marketing/PMKT100 OERu course specification

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Part A: Course specification

Metadata

  • OERu course name: Principles of marketing
  • Level: 1st year Bachelor's degree level
  • Notional learning hours: 120
  • Micro-courses (Three micro courses of 40 hours each)
    1. Core foundations of successful marketing (PMKT101)
    2. Market research and customer insights (PMKT102)
    3. Launching products and generating market demand (PMKT103)
  • OERu course codes: PMKT101, PMKT102 and PMKT103
  • OERu assessing institutions: Thomas Edison State University
  • Micro-credential options: No
  • OERu mode of study: Self-directed study or cohort-based independent study with peer-learning support.

Course aim

Analyse the marketing process and apply key principles and practices in market research to launch products and generate market demand.

Learning outcomes

  1. Apply principles to create a marketing strategy which optimises the marketing mix taking segments, targeting and positioning into account
  2. Develop a value proposition for a product life cycle demonstrating how market research taking customer behaviour, needs and motivation into account informs this process.
  3. Identify key components for launching a product and generating market demand for the product life cycle by justifying appropriate branding, distribution channels, promotion tools and tactics.

Indicative content

  1. Key marketing concept
  2. The Four Ps (product, price, place and promotion) of the marketing mix
  3. Optimising the marketing mix (New and existing products, pricing approaches, the market place and promotion)
  4. Market segmentation, targeting and positioning
  5. Assessing customer behaviour, needs and motivation
  6. Organisational buyer behaviour
  7. Business-to-business (B2B) and business-to-consumer (B2C) markets
  8. Marketing channels
  9. Customer psychology
  10. Strategic customer value
  11. Market research approaches
  12. Developing a value proposition for the product lifecycle.
  13. Market supply chains
  14. Product branding and distribution channels
  15. Promotion tools and tactics
  16. The power of digital marketing

Assessment and credit transfer options

Saylor examination

Saylor Academy examination for OERu partners who recognise The ACE Alternative Credit Project and assessments from Saylor. While credit is not guaranteed at all schools, Saylor have partnered with a number of schools who have expressed their willingness to accept transfer of credits earned through Saylor. Visit the Saylor site for more information.

CLEP examination

College-Level Examination Program (CLEP) towards awards for partner institutions who recognise CLEP examinations for credit.

Thomas Edison State University (TECEP)

Assessment type Learning outcomes Details Weighting Completion requirements
Challenge examination LO1, LO2 and LO3. Objective item assessment and two essays (MAR-301-TE) 100% Passing score of 65%. Grade will be reported as CR (credit)

Thomas Edison State University (Assignment portfolio)

Assessment type Learning outcomes Details Weighting Completion requirements
Assignment LO1, LO2 and LO3 Assessed assignment portfolio 100% Proficiency demonstrated to equivalent of C grade.

Pre-requisites

  • Learners whose primary language is not English must demonstrate proficiency in written and spoken English as indicated by a Test of English as Foreign Language (TOEFL) score of 550 on the written version; 213 on the computer version; or 79 on the Internet based version.

Part B: Detailed objectives

Micro-course structure

Learners are required to complete three micro-courses to prepare for the assessment.

Micro 1: Core foundations of successful marketing

Core Foundations of Successful Marketing is a free Open Online Course designed for students who want to learn about the key principles, trends and practices in marketing.

Micro-course aims

This course will help learners:

  1. Understand the marketing process.
  2. Create a marketing plan.
  3. Understand marketing in relation to target audiences.

Learning objectives

Upon successful completion of this micro-course, learners will be able to:

  1. Define marketing and explain its function in society.
  2. Explain the difference between marketing, advertising, and sales.
  3. Describe marketing concepts and terminology.
  4. Describe the process of market research.
  5. Describe the concept of pricing.
  6. Explain product strategy, including the concepts of product life cycle, positioning, and pricing.
  7. Define competition and explain competitive analysis.
  8. Analyze the process of distribution and explain marketing channels.
  9. Identify the key elements of product promotions.
  10. Develop core components of a marketing strategy and plan, integrating print and digital approaches, tools and practices
  11. Experience the importance of blogging as a means for personal self-reflection, critical thinking; and learning; and as a digital tool for marketing outreach, visibility, communications and promotion

Micro 2: Market research and customer insights

Marketing research and customer insights is a free Open Online Course designed for students who want to learn about the basics of assessing and researching the customer and a product's life cycle.

Micro-course aims

This course will help learners to:

  1. Understand the customer's buying process.
  2. Find out how to conduct market research.
  3. Understand the product life cycle.

Learning objectives

Upon successful completion of this micro-course, learners will be able to:

  1. Define customer behaviour and the difference between needs and wants
  2. Understand the customer decision-making process
  3. Consider the commonalities and differences of business-to-business (B2B) and business-to-consumer (B2C) marketing throughout the purchasing life cycle
  4. Define market research - customer behaviour and the difference between needs and wants
  5. Explain the differences between qualitative and quantitative research
  6. Understand the customer decision-making process
  7. Explain the commonalities and differences of B2B and B2C marketing throughout the purchase life cycle
  8. Define market research - customer behaviour and the difference between needs and wants
  9. Explain the differences between qualitative and quantitative research
  10. Understand the customer decision-making process
  11. Explain the commonalities and differences of B2B and B2C marketing throughout the purchase life cycle

Micro 3: Launching products and generating market demand

Launching products and generating market demand is a free Open Online Course designed for students who want to learn about the basics of branding products, promotion tools and digital marketing.

Micro-course aims

This course will help learners to:

  1. Understand product branding and distribution channels.
  2. Be aware of the range of marketing communications and promotion techniques.
  3. Be aware of the range of digital marketing tools.

Learning objectives

Upon successful completion of this micro-course, learners will be able to:

  1. Explain product branding and its characteristics.
  2. Identify the components of the distribution process, its complexities, pain points and opportunities for increasing sales.
  3. Critically think about distribution channels for different products at different stages in their life cycle (i.e., warehouse shipping, distribution to sellers, product returns and restocking).
  4. Explain product promotion and its characteristics.
  5. Identify the key elements of a promotional strategy for a product at different stages in its life cycle.
  6. Explain how guerrilla marketing can expand the reach and cost-effectiveness of a promotional campaign.
  7. Explain digital marketing, social media and its strengths and weaknesses.
  8. Identify the key elements of a digital marketing strategy for a product at different stages in its life cycle.
  9. Explain how digital marketing can expand the reach and cost-effectiveness of a promotional campaign.
  10. Discuss the implications of digital promotions and social media for marketing planning.

Course links (if available)

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