Principles of Marketing

  • By Ariana
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Breadcrumb Abstract Shape
Breadcrumb Abstract Shape

Curriculum: Marketing Module

Course Title: Principles of Marketing
Credits: 20
Level: LRN Level 3 Diploma in Pre-U Foundation Studies
Duration: 12 Weeks (Full-time) / 24 Weeks (Part-time)

Course Overview

This module provides a comprehensive introduction to marketing principles, strategies, and practices. It equips students with the knowledge and skills necessary to understand consumer behavior, develop marketing strategies, and effectively communicate value to target audiences.

Learning Objectives

By the end of this module, students will:

  1. Understand fundamental marketing concepts and the role of marketing in organizations.
  2. Analyze consumer behavior and market segmentation.
  3. Develop effective marketing strategies using the marketing mix (4Ps).
  4. Understand digital marketing trends and their impact on traditional marketing.
  5. Gain insights into ethical considerations and global marketing practices.
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Course Content

Week 1-2: Introduction to Marketing
Learning Activities: Case studies on successful marketing campaigns. Group discussions on the role of marketing in various industries. Assessment: Short Quiz Class participation and discussion contribution

  • Definition and Importance of Marketing
  • The Marketing Concept and Orientation
  • The Marketing Environment: Internal and External Factors
  • Role of Marketing in Business Strategy
  • Quiz: Week 1-2 – Introduction to Marketing
  • Assignment 1

Week 3-4: Consumer Behavior and Market Segmentation
Learning Activities: Market segmentation exercises. Analyzing consumer behavior through case studies. Assessment: Group Presentation on Target Market Analysis Quiz on Consumer Behavior

Week 5-6: Marketing Research and Information Systems
Learning Activities: Designing a small-scale marketing survey. Data analysis workshop using basic tools (e.g., Excel). Assessment: Research Report In-class Participation

Week 7-8: Marketing Mix (4Ps)
Learning Activities: Case studies on product development and pricing strategies. Role-play on sales and promotional techniques. Assessment: Group Project: Developing a Marketing Mix for a New Product Quiz on 4Ps

Week 9: Digital Marketing and Social Media
Learning Activities: Workshop on creating social media campaigns. Analyzing digital marketing metrics. Assessment: Digital Marketing Strategy Presentation Short Quiz on Digital Marketing Concepts

Week 10: Branding and Positioning
Learning Activities: Brand analysis exercises. Creating brand positioning statements. Assessment: Individual Assignment: Brand Analysis Report Class participation in brand storytelling workshop

Week 11: Global Marketing and Ethical Considerations
Learning Activities: Case studies on global marketing successes and failures. Debate on ethical marketing practices. Assessment: Group Presentation on Global Marketing Strategy Reflective Essay on Ethical Marketing

Week 12: Course Review and Final Assessment
Assessment: Final Examination (40%) Group Project Presentation (20%) Individual Assignments (20%) Class Participation and Attendance (10%) Quizzes (10%)

Course Includes:

  • Price:Free
  • Instructor:Ariana
  • Lessons:30
  • Students:4
  • Level:All Levels

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