Concepts in Marketing provides a comprehensive survey of fundamental marketing principles and skills.  Students will learn how marketing managers develop strategy, research consumer needs, and identify target markets. In addition to covering the importance of global marketing and e-commerce, students will learn how to satisfy market opportunities with the “4 Ps”—product, pricing, promotion, and placement. Each lesson integrates a company or organization case study with core learning objectives. As each case study unfolds, students will learn general concepts, definitions of terms, product or service history, and the latest in marketing trends.  Concepts in Marketing also offers practical tips used by marketing professional, including how to develop new products, set prices, select distribution channels, and create effective advertising campaigns. 

  Individual lesson descriptions and video clips.

Video-based courses (telecourses) are offered as an option when Internet access is limited or restricted. These video-based courses use the textbook, student guide, and video lessons to deliver course content in a variety of settings, i.e., rural communities, military programs, dual-enrollment sections, AP classes, and within correctional institutions. A variety of licensing options are available. To discuss your specific needs, please contact our office at (800) 547-4748.