Introduction to Marketing (College) - Course Introduction
Quick. What comes to mind when we say, "Where's the beef?"
Folks, this is a memorable marketing campaign at work. An old lady asking a simple question turned Wendy's around and they hit record profits in 1985. Let's just say, we're pretty sure the person who came up with that campaign is out there somewhere lying on a beach, counting money, and drinking frozen things with little umbrellas in them.
You're probably here because you want to come up with the next hot campaign—or at least to figure out how to boost your own business. We know you signed up for this course for a reason. It's not just our brilliant marketing. So while you daydream about that burger you've been craving since you started reading this, let us fill you in on all the exciting things we're going to cover in this Introduction to Marketing course.
You see, consumers aren't fully aware of it, but there's a reason they pick certain brands or products when they're shopping. So how do we get in their heads and figure out how to connect them with the product of their dreams…which is hopefully the thing we're advertising?
By using this beautiful thing called market research. It's at the core of what we do as marketing professionals. Sometimes we conduct our own, and sometimes, someone else has done all the hard work for us. Both are incredibly valuable when it comes to figuring out how to connect your product with the right consumers. We'll cover all the deets of market research...and then how to take that research and utilize the perfect advertising platforms for getting the word out about your product.
Nowadays, there's all kinds of media outlets for advertising. We've got radio, TV, magazines, billboards, the sides of buses, and let's not forget the rabbit hole that is digital marketing and social media. What's right for you and your product? Don't worry, we'll dive into each of these platforms and help you navigate the best time to use each of them.
By the end of this course, you'll be a brilliant interpreter of media and marketing practices. Every time you hear an ad on the radio, see a pop-up online, or watch a commercial on TV (haven't bought the commercial-free Hulu plan yet, huh?), you'll ask yourself who they're trying to reach—rather than where can I get one of those. You'll also have all the best marketing strategies to take on any product.
Who knows? You might even come up with the next "Where's the beef?" campaign. Then it's all beaches and umbrella drinks from there.
Course Breakdown (72 Lessons)
Unit 1: What is Marketing? (10 Lessons)
Unit 2: Mind Your Ps and Cs (8 Lessons)
Unit 3: Market Research and Analysis (10 Lessons)
Unit 4: Marketing Strategies (11 Lessons)
Unit 5: Branding (9 Lessons)
Unit 6: Advertising Mediums (9 Lessons)
Unit 7: Public Relations (8 Lessons)
Unit 8: The Home Stretch (7 Lessons)
Learning Objectives
By the end of this course, you should be able to
- explore the basics of marketing.
- identify key marketing terminology.
- identify methods of market research and analysis, and the importance of market research.
- recognize different types of marketing strategies and how to write a marketing plan.
- distinguish between branding and marketing.
- identify elements of a strong brand.
- recognize different approaches for advertising across multiple mediums.
- identify how to plan and execute a successful public relations campaign.
- recognize how to use marketing strategies effectively in different scenarios.