Concepts in Marketing is an introductory level course designed for adult business students. Over the course of 18 lessons students explore a variety of dynamic and successful businesses that demonstrate how marketing professionals:
- Develop strategy, research consumer needs, and identify target markets.
- Develop new products, set prices, select distribution channels, and create effective advertising campaigns.
- Satisfy marketing opportunities with the “4 Ps”—product, pricing, promotion, and placement.
- Meet and utilize the challenges of e-commerce.
- Plan and execute global marketing strategies.
The centerpiece of each lesson is a video clip of the award-winning series, Concepts in Marketing. Each video takes students inside an intriguing organization to see how real-world marketing professionals put into practice the key concepts taught in the lesson. As the course unfolds, students will get an inside look at the marketing operations of such organizations as Starbucks, Quicksilver, TaylorMade Adidas Golf, The Las Vegas Convention and Visitors Authority, and Habitat for Humanity. Each lesson integrates a company or organization case study with core learning objectives. With each case study, students will learn general concepts, definitions of terms, product or service history, and the latest in marketing trends.
Each lesson includes a number of interactive games and practice activities that engage students, reinforce learning, and the lesson ends with a quiz.
For access to Coast Learning Systems’ online course preview site, please complete a Preview Request Form.
Lesson Titles and Descriptions
1. An Introduction to Marketing – Case Study: Las Vegas
2. Marketing Strategy – Case Study: Habitate for Humanity International
And, while Habitat for Humanity does not seek to make a profit, the organization must still be competitive.
Two of its competitors include the Boys and Girls Clubs and the Salvation Army—both of which rely on
donations of time, money, and materials. It is interesting to look at marketing and other strategic activities
from the nonprofit organization point of view.
3. Environmental Scanning – Case Study: Freedom Innovations, Inc.
4. Ethics & Social Responsibility – Case Study: Starbucks Coffee Company
Interviews with people from Jumpstart, a nonprofit organization, show how Starbucks works with other businesses in cause-related marketing programs that benefit the larger community. Ethics and social responsibility are factored into everything this company does. Starbucks provides a great example of businesses doing well by doing good.
5. Consumer Behavior – Case Study: Dewey Weber Surfboards
6. The Organizational Buying Process – Case Study: Nature’s Best
Nature’s Best is an excellent study in how organizational buyers help products wend their way from manufacturer to ultimate consumer.
7. Global Marketing – Case Study: TaylorMade-adidas Golf
This lesson also covers how elements of the marketing mix are applied or adapted for various markets and cultures.
8. Marketing Research – Case Study: Information Resources, Inc.
9. Segmenting & Targeting Markets – Case Study: Chocolates à la Carte, Inc.
been successful in positioning its product as creative and of better quality than the competition.
10. New Product & Service Development – Case Study: Stadium competitions, Inc.
11. Managing Products & Services – Case Study: Quicksilver, Inc.
12. Pricing Products & Services – Case Study: Stuart Cellars, LLC
13. Marketing Channels & Supply Chains – Case Study: Pacific Coast Feather Cushion Company
In addition to supply chain and logistics management, this case study illustrates the difference between a supply chain and a marketing channel. These two closely related companies at times share a supply chain but take two different routes in the marketing channel.
14. Retailing & Wholesaling – Case Study: Mother’s Market & Kitchen
15. Integrated Marketing Communications – Case Study: Specialized Marketing Services, Inc.
16. Advertising, Sales Promotion, & Public Relations – Case Study: Long Beach Ice Dogs
This case study explores how an organization challenged by a small marketing budget can score points with the fans by creatively using all the promotional elements at its disposal to communicate with potential customers and sell tickets.
17. Personal Selling & Sales Management – Case Study: The Telein Group, Inc.
Students are taken through the personal selling process from beginning to end. In addition, the essentials of the sales management process are covered, including sales plan formulation, implementation, and evaluation.
18. Interactive & Multichannel Marketing – Case Study: Smarthome, Inc.
National Academic Advisory Team
Vena Garrett, M.B.A., Orange Coast College
Constance B. Golden, M.B.A., Lakeland Community College
Norman Kaderlan, Ph.D., Technology Innovation Group, Inc., University of Texas at Austin
Frances F. Lea, Ph.D., Germanna Community College
Myke McMullen, M.B.A., Long Beach City College
Rebecca Mihelcic, Ph.D., Howard Community College
Dennis Morgan, M.B.A., Orange Coast College, Morgan Marketing Group
Linda M. Newell, Ph.D., Saddleback Community College
Sue Umashankar, Ph.D., University of Arizona
David A. Wiley, M.S., Anne Arundel Community College
Ron Aller, Vice President of Casino Marketing, Stardust
Paul W. Bates, Vice President, Client Service Group
Danielle Beck, Core Market Manager, Roxy
Denny Bender, Habitat for Humanity International
Steven Bombola, Consulting General Manager Stuart Cellars LLC
Joshua Brock , Cup Fund Recipient
Raquel Brown, Co-Founding Partner, The Telein Group Inc.
Maria Burrow, Buyer, Nature’s Best
Michael A. Carr, Executive Vice President Pacific Coast Feather Cushion Co.
Roland J. Christensen, CEO, Freedom Innovations Inc.
Dan Cregg, Vice President Engineering, Smarthome Inc.
Matt Dean, Vice President Sales & Marketing, Smarthome, Inc.
Anthony deGuzman, Vice President of Field Operations, Jumpstart
Dewey Weber Surf Team
Dewey Doan, Regional Vice President, Quiksilver Inc.
Jeff Dyrek, Director, Marketing & Game Operations, Long Beach Ice Dogs
Gregory C. Ellis, Senior Vice President & Partner, Rosetta Marketing Strategies
Robert Erb, Executive Vice President TaylorMade-Adidas Golf
Yvette Espiritu, Account Manager, Hiatt Furniture
Kate Frame, National Sales Manager, Newman’s Own OrganicsJoe Fuscaldo, Executive Vice President & General Manager, Sam’s Town
Omollo Gaya, Coffee Tasting Room Assistant, Starbucks
Rebecca Geffert, Senior Vice President, Analytic Insights Group Information Resources Inc.
Scott Goodspeed, Vice President, Sales/Marketing, Chocolates à la Carte
Don Hall, Ph.D., Partner, The Telein Group Inc.
Mick Hall, President & Chief Creative Director, Hall Communications
Cyrille Hanson, Wine Broker & Distributor, Vine Tales
Ron Harding, Double Amputee
Dub Hay, Senior Vice President Starbucks
Collette Henn, Manager Corporate & Community Development Long Beach Ice Dogs
Hans Hiatt, President, Hiatt Furniture
Randy Hild, Senior Vice President of Marketing, Quiksilver Inc.
Diana Hirst, General Manager, Hi-Time Wine Cellars
Paul Holden, Director of Operations Vitamin & Body Care, Mother’s Market
Chris Hukill, Graphics Design, Stadium Competitions Inc.
Joseph D. Johnson, LLD, President/CEO, The Telein Group Inc.
Jerry Johnston, Vice President Operations/Organizational Development, Nature’s Best
Kevin Kaminski,Head Coach, Long Beach Ice Dogs
Justin Kemp, Director Business Development & Team Services, Long Beach Ice Dogs
John Kensey, Smarthome Consumer
Todd Kline, Surf Program Manager, Quiksilver
Cristina Kopecky, Vice President, Pacific Coast Feather Cushion Co.
Roxanne Leap, Executive Vice President, Analytic Insights Group Information Resources Inc.
Mark Leposky, Chief Operations Officer, TaylorMade-Adidas Golf
Karen Peterson Lienau, Marketing Manager, Habitat for Humanity International
Jeffrey Light, Chairman and Founder, Jason Natural Cosmetics
Randy Lindberg, President & CEO, Nature’s Best
Marlene Lockwood, Director Strategic Planning, Habitat for Humanity International
Shahr Lopatin, Director Sales & Tech. Services, Freedom Innovations Inc.
Karin Lysek, Director, Global Marketing Services, TaylorMade-Adidas Golf
Foster Bruce Macgurn, Chairman, Mother’s Market
Elizabeth R. Macken, Vice President, Client Service & Consulting, Information Resources, Inc.
Merle Marting, VP of Global Marketing TaylorMade-Adidas Golf
Nina McClendon, Habitat for Humanity International
Lauren Moore, Director Community Affairs & Giving, Starbucks
Michael Moss, Vice President Operations, Rocamojo Inc.
Richard N. Myers, Jr., President & COO, Freedom Innovations, Inc.
Nancy Murphy, Vice President of Sales, Las Vegas Convention & Visitors Authority
Michael Nunes, Chief Information Officer, Smarthome Inc.
Jay Oshiro, Analytic Insights Group, Information Resources, Inc.
Ben Packard, Director Environmental Affairs, Starbucks
Elizabeth Papagni, Vice President of Client Services, Specialized Marketing Services Inc.
Russell Parker, Vice President Purchasing & Marketing, Nature’s Best
Char Partelow, Vice President Panel Consulting Group, Information Resources, Inc.
Beverly Prather, Sales Manager, Sam’s Town
Rick Pocrass, CEO, Chocolates à la Carte
Rena Pocrass, Founder & President, Chocolates à la Carte
Neil Puro, President & Founder, Pacific Coast Feather Cushion Co.
Rossi Ralenkotter, Executive Vice President, Las Vegas Convention & Visitors Authority
Ralph Rodheim, President, Rodheim Marketing Group
Carol Rón, Nature’s Best
Jason Root, Director Contact Center & Warehouse, Smarthome Inc.
Diane Rudman, Marketing Manager Chocolates à la Carte
Eric Sandberg, Director, Information Resources, Inc.
Anne Saunders, Senior Vice President Marketing, Starbucks
Marissa Simoncini, Account Manager, Hiatt Furniture
Bonnie Smith, Director, Hall Communications
Doug Smith, CEO, Best Brands Corporation
Amy Snyder, Vice President of Marketing, Roxy
Diane Snyder, Nature’s Best
Victor Sohagi, CEO, Mother’s Market
Anthony Soares, President, Long Beach Ice Dogs
Ryan Sousa, BRC Store Manager, Quiksilver
Doug Sprague, Vice President of Strategic Development, Specialized Marketing Services Inc.
Michael Stannard, General Manager, Specialized Marketing Services Inc.
Jerry Stansbury, CEO, Stadium Competitions Inc.
Dan Stark, Director of Marketing, Boyd Gaming Corporation
John Steinbach, Director of Global Communication, TaylorMade-Adidas Golf
Brian Stewart, Professional Race Car Driver
Marshall Stuart, Owner/Manager, Stuart Cellars, LLC
Ken Tasker, Long Beach Ice Dogs
Sandra Taylor, Senior Vice President Corporate Social Responsibility, Starbucks
Sean Toulon, Senior VP Product Marketing, TaylorMade-Adidas Golf
Strider Wasilewski, Surf Team Captain/Manager, Quiksilver
Caroline Weber, Owner, Dewey Weber Surfboards
Corey Weber, Dewey Weber Surfboards
Shea Weber, President, Dewey Weber Surfboards
John White, Mother’s Market
David Williams, Executive Vice President & COO, Habitat for Humanity International
Donald Wressell, Pastry Chef, Four Seasons Hotel
Keisuke Yamane, Product Marketing Manager Asia, TaylorMade-adidas Golf
Jack Yager, Director, Marketing and Brand Strategy, Habitat for Humanity International
Erika Yowell, Manager of Public Relations, Las Vegas Convention & Visitors Authority
Colin Zulianello, Long Beach Ice Dogs
I have worked with the staff at Coast Learning Systems for over 10 years. They are professional in all aspects and endeavor to keep up with the ever changing world of academia."
—-Bonnie Shimasaki, Learning Resources Assistant, Pasadena City College