10 weeks
1 session per week
4 hours per session
40 total class hours


This course has been designed for those already in marketing, new marketing people without a formal marketing background, and non-marketing people who are interested in reviewing basic marketing concepts and need a better understanding of marketing.


This course relates both traditional and new marketing concepts to today’s fast-paced, competitive and segmented business environment, with the emphasis on relating marketing theory to practical and effective real-world solutions.

This course surveys the business practices involved in the activities of moving goods and services from the producer to the ultimate consumer.

Recommended Prerequisites



(This outline is intended to be a guide for the course and is subject to change without notice at the discretion of the instructor.)

Understanding Marketing and the Marketing Process

  • Marketing in a Changing World: Creating Customer Value and Satisfaction
  • Strategic Planning and the Marketing Process
  • The Global Marketing Environment

Developing Marketing Opportunities and Strategies

  • Marketing Research and Information Systems
  • Consumer Markets and Consumer Buyer Behavior
  • Business Markets and Business Buyer Behavior
  • Market Segmentation, Targeting, and Positioning for Competitive Advantage

Developing the Marketing Mix

  • Product and Services Strategy
  • New-Product Development and Product Life-Cycle Strategies
  • Pricing Products: Pricing Considerations and Approaches
  • Pricing Products: Pricing Strategies
  • Distribution Channels and Logistics Management
  • Retailing and Wholesaling
  • Integrated Marketing Communication Strategy
  • Advertising, Sales Promotion, and Public Relations
  • Personal Selling and Sales Management
  • Direct and Online Marketing

Managing Marketing

  • Competitive Strategies: Building Lasting Customer Relationships
  • The Global Marketplace
  • Marketing and Society: Social Responsibility and Marketing Ethics

Marketing in the New Economy: The Challenges and Opportunities

Employee Application Employer Application