1 - Fundamentals of Marketing

Lesson One builds key marketing concepts and terminology that every designer should know. Marketing is defined and the evolution of marketing is explored through product-, customer-, and marketing-focused eras. The extensive role that marketing can play throughout a company's business is examined. A case study analyzes a major company's marketing efforts.

Project - Marketing media plan

2 - Principles of Marketing

Most marketing initiatives flow from (or enhance) the brand of an existing company or product. Lesson Two begins by addressing the concept of the brand and how companies create a brand experience. The "seven Ps" of marketing are explored—essential elements that shape all marketing activities. You'll understand how issues such as price, place, and promotion work together to shape the business context for your design projects. Then you'll take a look at advertising and sales promotions and the different ways they affect consumer decision-making.

Project - Evaluating marketing strategies

3 - Strategies to Market and Sell

Lesson Three rounds out your marketing 101 with a look at the key aspects of business documents that companies use to define their strategy. You'll learn how to interpret key components of a marketing plan from a design perspective, and how to use a mission statement and other business goals to understand your clients' needs. Then you'll learn practical guidelines for any marketing design project, and even look at some tactics to help market yourself as a designer.

Project - Working from a client brief

• Define the purpose of marketing and differentiate between product, consumer, and marketing-focused companies.
• Analyze and discuss the "seven Ps" of marketing activities: price, place, promotion, product, people, physical evidence, and process.
• Identify and analyze the target audience for a company and its products and analyze the effectiveness of three marketing pieces.
• Consider appropriate media for marketing a company's products.
• Identify how marketing pieces reflect a company's approach to price, place, and product.
• Analyze a company or product brand, identifying consistent features and brand messages.
• Evaluate a company's business objectives and overall marketing direction at a basic level.
• Analyze and discuss how mission, vision, value, and positioning statements set out the goals of a company's marketing initiatives.

Interested in this course? Scheduled and self-paced enrollment options are available. Ask Admissions about taking this course as part of a degree or certificate program.

Software and Supplies

To take this course you'll need:

• Computer with Internet connection.
• MS Word or equivalent program.