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Foundations of Marketing Practice for Non-Majors

Dexter Purnell

4.5

Based on 17 ratings

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Dexter Purnell

This course is an introductory survey of marketing terminology, concepts and practices from an applied perspective. Emphasis is on the activities performed by marketing managers to address real world marketing problems. Primary emphasis is on the identification of marketing opportunities and the planning and execution of marketing mix activities required to target these opportunities.

By the end of this course, you will be able to:

- Describe the scope of marketing and its role within in the firm and society.

By the end of this course, you will be able to:

- Describe the scope of marketing and its role within in the firm and society.

- Articulate the scope of tasks, responsibilities and challenges that marketing managers face in the complex and competitive global business environments that currently prevail.

- Identify basic marketing terminology and concepts.

- Examine the marketing function as a basic and indispensable driver of all business success.

To succeed in this course, please be sure to read the entire module and watch the included videos. You will also need to rely on your critical thinking skills and should create a plan for completing the course.

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What's inside

Syllabus

Module 1

In this module you can find the course syllabus and we will begin to learn about the fundamentals of marketing.

Module 2

In this module, we will begin to learn about strategic-level marketing planning.

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Explores the fundamentals of marketing, from strategic planning to consumer behavior, providing a solid foundation for understanding the field

Emphasizes the practical application of marketing concepts, helping learners develop the skills to address real-world marketing problems

Provides a comprehensive overview of marketing terminology and concepts, suitable for those new to the field

Highlights the role of marketing managers in addressing challenges in complex global business environments, preparing learners for the demands of the profession

Utilizes a multi-modal approach with videos, readings, and discussions, enhancing the learning experience

Covers core concepts in marketing, such as STP (segmentation, targeting, and positioning), providing a foundation for understanding consumer behavior

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Reviews summary

Practical marketing fundamentals for non-experts

According to students, 'Foundations of Marketing Practice for Non-Majors' offers an excellent foundational understanding of marketing, especially for those new to the field or in non-marketing roles. Learners consistently praise the course for its practical application, utilizing real-world examples and focusing on actionable marketing mix activities. The lectures and instructor are frequently highlighted for their clarity and engagement, making complex topics like the STP process accessible. While providing a solid base, a few learners noted a desire for more contemporary or digital marketing topics or a slower pace, suggesting it is a comprehensive introduction rather than a deep dive.

Highlights particularly insightful or well-explained modules.

"I found the module on consumer behavior particularly insightful."

"The STP process was explained very well."

"The emphasis on marketing opportunities was helpful."

Praises the instructor's clarity and engaging teaching style.

"The instructor was engaging."

"The instructor was knowledgeable, and the course structure was logical."

"The lecturer explains things clearly."

Provides a solid and understandable introduction to marketing.

"The concepts were presented clearly... It's a solid foundation."

"A good overview for someone completely new to marketing... I found the lectures were clear."

"The course content is relevant for beginners. I particularly enjoyed the explanations of the marketing environment. The videos were clear."

Emphasizes real-world relevance and immediate utility for learners.

"This course was exactly what I needed as a small business owner. The concepts were presented clearly and the real-world examples really helped to connect theory to practice."

"Excellent course for non-majors... This course helped me bridge that gap. It's practical and relevant. I highly recommend it for professionals."

"As a freelancer, I needed to improve my marketing skills. This course provided a solid framework. I've already started applying some of the concepts to my client pitches."

Some learners desired more advanced topics or found the pace slow.

"Decent course. I felt some parts were a bit dry. I was hoping for more case studies. Don't expect deep dives into advanced topics."

"Found this course less engaging than I hoped... it felt like a textbook put to video. I struggled to stay motivated."

"I completed this course a while ago... I recall wishing for more contemporary examples, perhaps related to social media or content marketing. It felt a bit traditional."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Foundations of Marketing Practice for Non-Majors with these activities:

Review basic marketing concepts

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Refresh your understanding of fundamental marketing concepts such as the 4Ps of marketing, market segmentation, and consumer behavior, which will serve as a solid foundation for the course material.

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Review your notes from previous marketing courses or textbooks.
Read articles or blog posts on basic marketing concepts.
Take practice quizzes or complete online exercises to test your knowledge.
Discuss the concepts with a friend or colleague.

Connect with marketing professionals

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Seek guidance and insights from experienced marketing professionals by connecting with them on LinkedIn, attending industry events, or reaching out directly for informational interviews, which can provide valuable perspectives and career advice.

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Identify marketing professionals in your network or areas of interest.
Send personalized connection requests or emails.
Request a brief informational interview or coffee meeting.
Prepare questions and actively engage in the conversation.

Join a Marketing Study Group

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Engaging with peers provides diverse perspectives and reinforcement of concepts.

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Find or form a study group with classmates.
Establish meeting times and schedules.
Discuss course materials, assignments, and case studies.
Provide feedback and support to fellow group members.

Seven other activities

Expand to see all activities and additional details

Show all ten activities

Read Principles of Marketing

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Provides a comprehensive overview of marketing principles and foundational concepts.

View Marketing Management, Global Edition on Amazon

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Read assigned chapters and take notes.
Summarize key concepts and theories.
Identify examples of marketing applications.

Attend study group meetings

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Engage with other students in a collaborative setting to review course material, discuss concepts, and test your understanding through practice questions.

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Join a study group or form one with classmates.
Attend regular group meetings.
Actively participate in discussions, ask questions, and share your own insights.

Analyze marketing case studies

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Review and analyze real-life marketing case studies to reinforce your understanding of marketing concepts and strategies, and to learn from both successful and unsuccessful examples.

Browse courses on Marketing Case Studies

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Gather a collection of marketing case studies.
Read and analyze each case study, identifying the key marketing concepts and strategies employed.
Discuss your analysis with classmates or a mentor.

Review Terminology Definitions

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Reviewing the basic terminology will solidify the foundation of marketing concepts.

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Create a list of key marketing terms.
Define each term using your own understanding.
Practice using the terms in a sentence or scenario.

Create a Marketing Plan Outline

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Developing an outline will help students think through the key elements of a marketing plan.

Browse courses on Marketing Plan

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Review the course content on marketing plan components.
Identify the target market and marketing objectives.
Outline the marketing mix and strategies.
Include an evaluation plan.

Develop a marketing plan

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Create a comprehensive marketing plan that applies the concepts learned in the course to a real-world scenario, allowing you to synthesize and apply your knowledge.

Browse courses on Marketing Plan

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Choose a product or service to focus on.
Conduct market research to identify target audience and competitive landscape.
Develop marketing objectives and strategies.
Design a marketing mix (product, price, promotion, place).
Evaluate and refine your plan based on results.

Attend Marketing Workshop

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Marketing workshops provide a structured environment to learn and practice real-world marketing techniques.

Browse courses on Marketing Techniques

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Research and identify relevant marketing workshops.
Register and attend the chosen workshop.
Actively participate in discussions and exercises.
Take notes and document key takeaways.

Career center

Learners who complete Foundations of Marketing Practice for Non-Majors will develop knowledge and skills that may be useful to these careers:

Marketing Manager

Marketing managers supervise all marketing activities within an organization, such as conducting market research, developing marketing campaigns, and managing brand reputation. This course's focus on marketing terminology, concepts and practices can help build a foundation for success in this field. By learning about the marketing mix and how to identify marketing opportunities, learners may be better equipped to make informed decisions and drive business growth as a Marketing Manager.

See salaries and explore the career path for Marketing Manager

Product Manager

Product Managers oversee the development and launch of new products. They work closely with marketing, engineering, and sales teams to ensure that products meet customer needs and are successfully brought to market. The course's emphasis on marketing mix activities and STP (segmentation, targeting and positioning) process may be particularly relevant to Product Managers, as it can help them understand how to identify and target their ideal customers.

See salaries and explore the career path for Product Manager

Brand Manager

Brand Managers are responsible for developing and maintaining a brand's identity and reputation. They work to ensure that the brand's message is consistent across all marketing channels. The course's focus on marketing terminology, concepts, and practices, as well as its emphasis on the marketing mix and STP process, may be helpful for Brand Managers in developing and executing successful marketing campaigns.

See salaries and explore the career path for Brand Manager

Marketing Consultant

Marketing Consultants provide advice and guidance to businesses on all aspects of marketing. They help businesses develop and implement marketing strategies, improve marketing ROI, and achieve their business objectives. This course can help build a foundation for success as a Marketing Consultant by providing learners with a comprehensive overview of marketing terminology, concepts, and practices.

See salaries and explore the career path for Marketing Consultant

Marketing Analyst

Marketing Analysts collect, analyze, and interpret data to help businesses understand their customers, markets, and competition. They use this information to develop and implement marketing strategies that are informed by data-driven insights. The course's focus on marketing research and marketing mix activities can be helpful for Marketing Analysts in understanding how to collect and analyze data to make informed decisions.

See salaries and explore the career path for Marketing Analyst

Social Media Manager

Social Media Managers are responsible for creating and managing social media content that engages and grows a brand's audience. They work to develop and implement social media strategies that align with the brand's overall marketing goals. This course may be helpful for Social Media Managers in understanding how to identify and target their ideal customers through the STP process, as well as how to develop and execute effective marketing campaigns across social media channels.

See salaries and explore the career path for Social Media Manager

Public relations manager

Public Relations Managers are responsible for managing a company's reputation and relationships with the public. They work to build and maintain positive relationships with the media, customers, and other stakeholders. This course's focus on marketing terminology, concepts, and practices, as well as its emphasis on the marketing mix and STP process, may be helpful for Public Relations Managers in developing and executing successful public relations campaigns.

See salaries and explore the career path for Public relations manager

Sales Manager

Sales Managers are responsible for leading and managing sales teams. They work to develop and implement sales strategies, motivate and train sales teams, and achieve sales targets. This course's focus on marketing terminology, concepts, and practices, as well as its emphasis on the marketing mix and STP process, may be helpful for Sales Managers in understanding how to identify and target their ideal customers, as well as how to develop and execute effective sales strategies.

See salaries and explore the career path for Sales Manager

Market Research Analyst

Market Research Analysts collect, analyze, and interpret data to help businesses understand their customers, markets, and competition. They use this information to develop and implement marketing strategies that are informed by data-driven insights. This course may be helpful for Market Research Analysts in understanding how to collect and analyze data to make informed decisions, as well as how to identify and target their ideal customers through the STP process.

See salaries and explore the career path for Market Research Analyst

Advertising Manager

Advertising Managers are responsible for planning and executing advertising campaigns. They work to develop and implement advertising strategies that reach the target audience and achieve the desired results. This course's focus on marketing terminology, concepts, and practices, as well as its emphasis on the marketing mix and STP process, may be helpful for Advertising Managers in developing and executing successful advertising campaigns.

See salaries and explore the career path for Advertising Manager

Digital Marketing Manager

Digital Marketing Managers are responsible for planning and executing digital marketing campaigns. They work to develop and implement digital marketing strategies that reach the target audience and achieve the desired results. This course may be helpful for Digital Marketing Managers in understanding how to identify and target their ideal customers through the STP process, as well as how to develop and execute effective digital marketing campaigns.

See salaries and explore the career path for Digital Marketing Manager

E-commerce Manager

E-commerce Managers are responsible for planning and executing e-commerce strategies. They work to develop and implement e-commerce strategies that reach the target audience and achieve the desired results. This course may be helpful for E-commerce Managers in understanding how to identify and target their ideal customers through the STP process, as well as how to develop and execute effective e-commerce strategies.

See salaries and explore the career path for E-commerce Manager

Content Marketing Manager

Content Marketing Managers are responsible for planning and executing content marketing campaigns. They work to develop and implement content marketing strategies that reach the target audience and achieve the desired results. This course may be helpful for Content Marketing Managers in understanding how to identify and target their ideal customers through the STP process, as well as how to develop and execute effective content marketing campaigns.

See salaries and explore the career path for Content Marketing Manager

Customer Relationship Manager

Customer Relationship Managers are responsible for building and maintaining relationships with customers. They work to develop and implement customer relationship management strategies that increase customer satisfaction and loyalty. This course may be helpful for Customer Relationship Managers in understanding how to identify and target their ideal customers through the STP process, as well as how to develop and execute effective customer relationship management strategies.

See salaries and explore the career path for Customer Relationship Manager

Business Development Manager

Business Development Managers are responsible for generating new business leads and developing new markets. They work to develop and implement business development strategies that identify and target potential customers. This course's focus on marketing terminology, concepts, and practices, as well as its emphasis on the marketing mix and STP process, may be helpful for Business Development Managers in developing and executing successful business development strategies.

See salaries and explore the career path for Business Development Manager

Reading list

We've selected 13 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Foundations of Marketing Practice for Non-Majors.

Marketing Management

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This classic marketing management textbook covers a wide range of topics, from marketing strategy and planning to product development and pricing. It valuable resource for students and practitioners alike.

Foundations of Marketing Practice for Non-Majors

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What's inside

Syllabus

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Save this course

Reviews summary

Practical marketing fundamentals for non-experts

Activities

Career center

Reading list

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