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Introduction to Marketing
BUS102 | 3 Credits
Introduction to Marketing will give you a clear picture of what marketing really is—from building customer value and crafting brand strategies to using digital tools, pricing tactics, and sustainability to connect with the right audience.
Professor: Ms. Amita Sane
About Introduction to Marketing
What You’ll Learn
Introduction to Marketing will teach you the tools and techniques you need to connect with the right audience. After completing this course, students will be able to:
- Define marketing and explain its role in creating value for customers and society
- Understand the importance of marketing in various career paths and personal branding.
- Discuss the importance of strategic planning in marketing
- Understand the product life cycle and its implications for marketing strategy
- Identify criteria for effective segmentation and methods for targeting specific market segments
- Analyze the effectiveness of various promotional tools in reaching target audiences.
- Understand different pricing strategies and their applications
- Analyze the benefits and challenges of digital marketing strategies.
- Explain the concept of CRM and its role in building customer loyalty
- Understand the principles of sustainable marketing practices
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WANT US TO CHECK?Course Details
This course provides an introduction to the field of marketing, emphasizing the role of marketing in the modern business environment. Drawing from the McGraw-Hill textbook Marketing: Because Everyone is a Marketer, students will explore core marketing principles, consumer behavior, branding, digital marketing, and strategic decision-making. The course uses real-world examples, case studies, and marketing simulations to help students think like marketers and apply theoretical concepts in practical contexts.
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ACE Code:
OOSL-0124
Flexible Schedule
28-day Average Course Completion for All StraighterLine Courses
Business Courses Have Transferred 24,900 times
$1,900,000 Saved on Tuition
Prerequisites
There are no prerequisites for this course.
Course Text
All course readings can be found within the course and are adapted from:
- Hunt, C. Shane, et al. Marketing. 4th ed., McGraw-Hill, 2024. ISBN: 9781265271084
Course Checkpoints
Checkpoint 1: Why Marketing Matters to You
- The Value of Marketing
- History of Marketing
- Needs versus Wants
- The Marketing Mix: The Four Ps
- Trends Affecting Marketing
Checkpoint 2: Strategic Planning
- The Importance of Strategic Planning
- Mission Statement
- The Marketing Plan
- Tools and Techniques for the Situation Analysis
- Basic Tools and Techniques of Marketing Strategy
- Marketing Strategy in a Global Context
- Marketing Analytics
Checkpoint 3: Product Development
- What is a New Product?
- The Stages of New-Product Development
- Risks in New-Product Development
- Product Adoption
- The Product Life Cycle
Checkpoint 4: Segmentation, Targeting, and Positioning (STP)
- Market Segmentation
- Segmentation Bases
- International Market Segmentation
- Selecting Target Markets
- Target Marketing Strategies
- Ethical Issues in Target Marketing
- Market Positioning
Checkpoint 5: Promotional Strategies
- Promotion Mix
- Advertising
- Sales Promotion
- Personal Selling
- Public Relations
- Promotional Metrics
- Promotion-Mix Budgeting Strategies
Checkpoint 6: Personal Selling
- Importance of Personal Selling
- Types of Sales Positions
- The Personal Selling Process
- Foundations of Sales Success
- Sales Technology and Social Selling
- Ethical Issues in Personal Selling and Sales Management
Checkpoint 7: Pricing
- The Importance of Pricing
- The Price-Setting Process
- Pricing Tactics
- Technology and Pricing
- Global Pricing
- Legal and Ethical Issues in Pricing
Checkpoint 8: Retailing
- What is Retailing?
- Identify Retail Store Formats
- Online Retailing and Other Nonstore Retail Formats
- Retail Marketing Strategy
- Twenty-First Century Retailing
Checkpoint 9: Digital and Social Media Marketing
- The Digital Marketing Revolution
- Search Marketing
- Social Media Marketing
- Content Marketing
- Digital and Social Media Marketing Metrics
- Ethical Issues in Digital and Social Media Marketing
Checkpoint 10: Branding
- Branding
- Brand Equity
- Brand Strategies
- Packaging
- The Role of Social Media in Branding
- Global Branding
- Branding for Nonprofit Organizations
Checkpoint 11: Customer Relationship Management (CRM)
- What is Customer Service?
- Gaining and Keeping Loyal Customers
- Improving Customer Relationships
- Customer Relationship Management
- Security and Ethical Issues in Customer Relationship Management
- Determining the Effectiveness of Customer Relationship Management
Checkpoint 12: Social Responsibility and Sustainability
- Corporate Social Responsibility
- Sustainable Marketing
- Environmental Marketing
- Global Environmentalism and Sustainability
- The Impact of Social Media on Corporate Social Responsibility
Assignments & Grading
Your score provides a percentage score and letter grade for each course. A passing percentage is 70% or higher.
Assignments for this course include:
- 12 Checkpoints
- 4 Benchmarks
- 2 Capstones
What You’ll Need
- A reliable computer or laptop
- Stable internet connection
- Web browser
- Basic computer skills
- Any required course materials
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Course Professor
Ms. Amita Sane
MStat
Ms. Sane has a Master’s in Statistics with practical experience in statistical tools and teaching introductory statistics across diverse learning environments.
Tutoring & Career Resources
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Real, human feedback to help you ace your assignments
Exam and certification prep tools
Real, human feedback to help you ace your assignments
Professional development assistance
Resume-building resources
Professional development assistance
Faculty Connect portal
Resume-building resources
Students who enrolled also took:
Introduction to Communication
1st attempt pass rate: 96%
Avg Days to Complete: 29
3 credits
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Marketing & Your Career in Business
Marketing is more than just advertisement and logos — it’s about understanding psychology and creating real value. In Introduction to Marketing, you’ll learn how to think strategically about products, pricing, promotion, and more, so you can make smart marketing decisions in your business career.
Why it matters:
- 1.7 million new jobs are expected in business and financial fields between 2023–2033.
- Businesses move faster than the public sector and offer a greater variety of options for people who value growth and innovation.
In-demand careers in this field include:
Marketing Specialist, Digital Marketing Analyst, Brand Manager, Social Media Coordinator, Content Strategist, Market Research Analyst, Public Relations Associate, SEO Specialist, and Email Marketing Manager
How this course sets you up for success:
Marketing is a prerequisite for most business majors. This course will help you understand core marketing principles that you can apply in any business career.
Course included in Semester & Annual Plans
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