Principles of marketing/PMKT100 OERu course specification

=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)
 * Core foundations of successful marketing (PMKT101)
 * Market research and customer insights (PMKT102)
 * 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

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.

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
 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
 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
 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)

 * Planning page
 * Course materials
 * PMKT101 Outline (Core foundations of successful marketing) --- PMKT101 Wordpress site
 * PMKT102 Outline (Market research and customer insights) --- PMKT102 Wordpress site
 * PMKT103 Outline (Launching products and generating market demand) --- PMKT103 Wordpress site