Test planning page for marketing course/Course description

= Course Title =

Learn the fundamentals of marketing, including strategies and tools used across industries. In this course, you will learn about the marketing process and examine the range of marketing decisions that an organization must make in order to sell its products and services. You will also learn how to think like a marketer, discovering that the focus of marketing has always been on the consumer. You will begin to ask, "Who is the consumer of goods and services?” What does the consumer need? What does the consumer want? Marketing is an understanding of how to communicate with the consumer, and is characterized by four activities:


 * Creating products and services that serve consumers
 * Communicating a clear value proposition
 * Delivering products and services in a way that optimizes value
 * Exchanging, or trading, value for those offerings

Many people incorrectly believe that marketing and advertising are one in the same. In reality, advertising is just one of many tools used in marketing, which is the process by which firms determine which products to offer, how to price those products, and to whom they should be made available. We will also explore various ways in which marketing departments and independent agencies answer these questions - whether through research, analysis, or even trial-and-error. Once a company identifies its customer and product, marketers must then determine the best way to capture the customer's attention. Capturing the customer's attention may entail undercutting competitors on price, aggressively marketing a product with promotions and advertising (as with "As Seen on TV” ads), or specifically targeting ideal customers. The strategy a marketing firm chooses for a particular product is vital to the success of the product. The idea that "great products sell themselves” is simply not true. By the end of this course, you will be familiar with the art and science of marketing a product.

About this course
Marketing is a crucial function in all businesses and organizations, and is becoming increasingly crucial to success in our modern global economy. This course, regardless of your industry background, will teach you core concepts and tools to help you better understand and excel in marketing. Key topics include Market Research and its importance to strategy, brand strategy, pricing, integrated marketing communication, social media strategy and more.

Learn through the award-winning teaching approaches of the Sauder School of Business’s marketing faculty. This course will bring a marketing lens to complex business and organization challenges and aid in holistic decision-making that aligns with customer and company goals.

This course is for anyone interested in marketing.

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What you'll learn

 * Develop a basic customer segmentation system
 * Effectively target customer segments and position your product or service in the marketplace
 * Begin to understand the psychology of consumer decision making
 * Develop pricing strategies that maximize profitability
 * Define appropriate channel systems and go-to-market efforts
 * Understand how marketing metrics can benefit your business,
 * Build effective communication efforts with customers.

In this course, you will learn about the marketing process and examine the range of marketing decisions that an organization must make in order to sell its products and services. You will also learn how to think like a marketer, discovering that the focus of marketing has always been on the consumer. You will begin to ask, "Who is the consumer of goods and services?” What does the consumer need? What does the consumer want? Marketing is an understanding of how to communicate with the consumer, and is characterized by four activities:


 * Creating products and services that serve consumers
 * Communicating a clear value proposition
 * Delivering products and services in a way that optimizes value
 * Exchanging, or trading, value for those offerings

Many people incorrectly believe that marketing and advertising are one in the same. In reality, advertising is just one of many tools used in marketing, which is the process by which firms determine which products to offer, how to price those products, and to whom they should be made available. We will also explore various ways in which marketing departments and independent agencies answer these questions - whether through research, analysis, or even trial-and-error.

Once a company identifies its customer and product, marketers must then determine the best way to capture the customer's attention. Capturing the customer's attention may entail undercutting competitors on price, aggressively marketing a product with promotions and advertising (as with "As Seen on TV” ads), or specifically targeting ideal customers. The strategy a marketing firm chooses for a particular product is vital to the success of the product. The idea that "great products sell themselves” is simply not true. By the end of this course, you will be familiar with the art and science of marketing a product.

Course Metrics

 Course name: Placeholder Name (from another course): Digital Skills for OER) 

This is a hands-on course where you will learn and demonstrate your skills in using digital technologies for collaborative OER development, culminating in the development of an OER learning sequence to be published on the open web. Course metrics   Notional learning hours: 40 to 50 hours   Duration: 3 weeks, 10 hours per week   Assessment: 10 hours   Formal credit option: Yes   Course: One of four micro courses for the Open Educational Practice course elective   Credential: Graduate Diploma in Tertiary Education   Level: 3rd year Bachelor Degree </li> </ul> <span class="mw-headline" id="What.27s_it_about.3F">What&#8217;s it about? OER is about remix, open collaboration and cooperation. This requires digital skills in using collaborative development software and knowledge about the processes and culture of open design and development. Open educators need to develop skills in finding suitable OER and open access materials and master the art of remixing resources to build meaningful learning experiences. In this couse we will show you how. <span class="mw-headline" id="What_will_I_learn.3F">What will I learn? In this course you will learn how to: <ul>  Source OER images, rich media and open access materials on the Internet suitable for remix. </li>  Properly attribute these resources for digital redistribution. </li>  Develop wiki skills for the collaborative development of OER within a live international wiki community. </li>  Develop a design blueprint and storyboard for an OER learning sequence drawing on your inventory of OER for remix of materials for your own context. </li>  Participate in open collaboration design and development activities. </li>  Publish your own OER course website. </li> </ul> <span class="mw-headline" id="What.E2.80.99s_involved.3F">What’s involved? Learners will join an international community of educators interested in cooperative development of OER courses. This is a work-based-learning experience where you will work on your own courses experiencing the tools and approaches used by the international OERu network of universities, community colleges and polytechnics. The course will be offered as a micro open online course comprising a number of tutorials and designated learning challenges leading to the development of storyboard for learning design and design blueprint. Learners will develop and publish an OER learning sequence on your own website to support learners in your own context. <span class="mw-headline" id="What_prerequisites_should_I_have.2C_if_any.3F">What prerequisites should I have, if any? Anyone is free to participate in this course. An internet connection and basic web browsing skills are recommended with the ability to create a blog and microblog account (instructions and self-study tutorials provided.) We recommend that learners have knowledge of OER and open content licensing. Learners aiming to submit assessments for formal academic credit will need to meet the normal university admission requirements of the conferring institution (e.g., language proficiency and school leaving certificates). Learners aiming for the 3rd year Bachelor level are advised to have completed the majority of their 2nd year level subjects to have sufficient capability and experience for preparing assignments for 3rd year level of Bachelor study.