Principles of Marketing
4.9 (5 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
32 students enrolled

Principles of Marketing

The marketing fundamentals you need to know for basic marketing or business instruction
Hot & New
4.9 (5 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
32 students enrolled
Created by Dawn Gioia
Last updated 4/2020
Current price: $27.99 Original price: $39.99 Discount: 30% off
5 hours left at this price!
30-Day Money-Back Guarantee
This course includes
  • 3 hours on-demand video
  • 2 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Marketing
  • Foundations of Marketing
  • Marketing Strategies
  • Marketing Plans
  • Pricing
  • Promotions
  • Segmentation, Targeting, Positioning
  • Market Research Techniques
  • Advertising and Promotion Strategies
  • Branding
  • Offering Value to Consumers
  • Product Life Cycle
  • None

This course teaches you the basics of marketing you would need to know for introductory business courses, or if you're curious to see how marketing works behind the scenes. By the end, you should have a better understanding of what marketing is, its value, and different ways companies can use it to promote their offerings to consumers. You will learn about branding, marketing strategies, marketing plans, the consumer decision process, the product life cycle, recent consumer trends, how to target specific markets, global marketing, and much more. I provide many real-world examples to help you apply the content to everyday life and business news.

Who this course is for:
  • Beginners in business or marketing
  • Anyone who wants to learn about the basics of marketing
  • People who want to be more informed consumers
Course content
Expand all 32 lectures 02:45:05
+ Overview
8 lectures 35:35

Welcome to my Principles of Marketing course, and thank you for signing up! This video is to welcome you to my course and also differentiate between some similar terms that might get confusing as we go through the course.

Preview 01:59

This video covers some of the basics of marketing such as the definition of marketing, the marketing mix, and the history of marketing (marketing eras).

Preview 06:13

In this video, we go more in-depth with the marketing mix (4 P's) and how companies make decisions for products, prices, places, and promotions.

The Marketing Mix

Marketing strategies are important for companies to outline how their offerings will be marketed to consumers. Additionally, companies use various growth strategies like market penetration, market expansion, product expansion, and diversification to expand their offerings or markets.

Preview 05:37

Marketing plans outline company objectives, identify opportunities, and implement the marketing mix to market products to consumers. I also cover the Boston Consulting Group Matrix.

Marketing Plan

With social media and mobile app use on the rise, businesses must understand how to effectively leverage these tools to reach consumers using social and mobile marketing.

Social Media and Mobile App Marketing

Ethics is an important consideration for marketers and business professionals because consumers like to give business to companies with integrity and positive brand reputations.

Marketing Ethics

This video covers the microenvironmental and macroenvironmental factors that influence consumer purchase decisions.

The Marketing Environment

Review quiz for section 1

Section 1 Quiz
10 questions
+ Consumer Behavior, B2B, and Global Marketplaces
6 lectures 29:38

This video will help you understand consumer behavior and the steps of the consumer decision process.

The Consumer Decision Process

There are many factors that can influence the consumer decision process, including psychological states and the people around you.

Influencing the Consumer Decision Process

When you think of marketing, chances are you think of businesses selling to consumers. But companies also market and sell to other companies, as is the case with B2B (business-to-business) marketing.

B2B Marketing (Part 1)

A company's buying center and buying style impact what they purchase for the organization.

B2B Marketing (Part 2)

How do companies decide where to expand globally or if they should expand at all? There are many factors businesses need to take into consideration when it comes to globalization.

Global Marketing

This video explains the styles of businesses that companies may implement when expanding internationally, as well as considerations they need to make regarding domestic and foreign products.

Global Marketing Strategies

Review Quiz for section 2

Section 2 Quiz
10 questions
+ STP and Market Research
4 lectures 14:38

In this video, you will learn about the segmentation, targeting, and positioning (STP) process, as well as specific methods used to segment consumer markets.


This video is about the targeting stage of the STP process and how companies decide which segments to market to.


This video is about the various ways companies can position themselves in the market.


Companies use market research to understand trends in the market, find out what their target market needs or likes, and test promotional material on a select group of consumers before it officially hits the market.

Market Research

Review quiz for section 3

Section 3 Quiz
10 questions
+ Goods and Services
5 lectures 26:31

There are several different categories of consumer products. Companies sort all their offerings into product lines and control the breadth and depth of these groups.


What is a brand? What value do brands have to consumers?


This video is about different types of brands and branding strategies.

Types of Brands

This video details the concepts of the product life cycle and diffusion of innovation, as well as how marketers can use the concepts together to gain more knowledge about the market.

Product Life Cycle and Diffusion of Innovation

Services have their own way of being marketed because they are intangible, unlike goods.


Review quiz for section 4

Section 4 Quiz
10 questions
+ Price
2 lectures 18:35

There are many factors companies must consider when making pricing decisions for their products and services. They can be summed up as the 5 C's: customers, costs, company, competitors, and channels.

5 C's of Pricing

There are various pricing strategies firms can implement, but they must remain aware of illegal and unethical pricing tactics.

Pricing Strategies

Review quiz for section 5

Section 5 Quiz
10 questions
+ Place
2 lectures 17:53

Supply chains, or marketing channels, are vital to business operations. Maintaining strategic relationships with other channel members can help firms grow and succeed in the marketplace.

Supply Chains

This video details how manufacturers go about selecting retail partners, the different types of retailers, and the benefits of shopping in-store vs. online.


Review quiz for section 6

Section 6 Quiz
10 questions
+ Promotion
5 lectures 22:15

This video is about integrated marketing communications (IMC) and how companies use it to communicate with consumers.


Advertising campaigns are a popular communication strategy used by companies. I cover the ad campaign process in detail.


In this video, I tell you how companies use public relations (PR) and sales promotion strategies to their advantage.

PR and Sales Promotion

Companies use sales representatives to build relationships with customers and influence their purchase decisions. They also have to determine the best way to compensate salespeople.

Sales Management

Review quiz for section 7

Section 7 Quiz
10 questions

Once again, thank you for taking my course! I hope you learned a lot! Keep a look out for any courses I may come out with in the future.