Principles of Marketing

According to the American Marketing Association, "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large".[1] Based on this definition, there are four components of marketing: creating, communicating, delivering, and exchanging. [2]

This course introduces basic marketing concepts including strategic planning, consumer behavior, segmentation, supply chains, professional selling, customer satisfaction, and the components included in a marketing plan.

Course Outcomes


Participants will

  1. Define and demonstrate an understanding of marketing concepts and strategies
  2. Apply necessary marketing skills across the areas of marketing to develop a competitive advantage and build long term customer relationships
  3. Describe target market strategies
  4. Analyze marketing concepts, specifically product, price, place, and promotion
  5. Assess ethical implications related to marketing strategies
  6. Create a marketing plan


  1. Define Marketing
  2. Strategic Planning
  3. Consumer Behavior
  4. Segmentation, Targeting, and Positioning (STP)
  5. Product Creation and Branding
  6. Marketing Channels
  7. Supply Chains
  8. Marketing Research
  9. Integrated Marketing Communications (IMC)
  10. Public Relations and Social Media
  11. Professional Selling
  12. Customer Satisfaction
  13. The Marketing Plan

See Also

  • example


  1. "What is Marketing? — The Definition of Marketing — AMA". American Marketing Association. Retrieved 2019-07-28.
  2. Publisher, Author removed at request of original (2015-10-27). Principles of Marketing (in en). University of Minnesota Libraries Publishing edition, 2015. This edition adapted from a work originally produced in 2010 by a publisher who has requested that it not receive attribution..