Principles of marketing/PMKT103/Course guide/Course aims

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Learning outcome

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

  1. Apply marketing concepts and processes to develop a product brand for the promotion of a product or service taking into account distribution channels, cost effective promotion tools and digital marketing.
  2. Design a marketing plan for a product or service and justify improvements to early drafts.



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Learning objectives

To support you in your progress towards achieving the learning outcome described above, each learning pathway in this course has its own set of learning objectives:

  • Orientation
    • Create the relevant website accounts you need to engage in the OERu learning experience.
    • Test drive the technologies by completing short activities using these tools.
  • Product branding and distribution channels
    • Explain product branding and its characteristics
    • Identify the components of the distribution process, its complexities, pain points and opportunities for increasing sales
    • 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)
  • Leveraging promotion tools and tactics
    • Explain product promotion and its characteristics
    • Identify the key elements of a promotional strategy for a product at different stages in its life cycle
    • Explain how guerrilla marketing can expand the reach and cost-effectiveness of a promotional campaign
  • The power of digital marketing
    • Explain digital marketing, social media and their strengths and weaknesses
    • Identify the key elements of a digital marketing strategy for a product at different stages in its life cycle
    • Explain how digital marketing can expand the reach and cost-effectiveness of a promotional campaign
    • Discuss the implications of digital promotions and social media for marketing planning