Course Summary

Review short video lessons that cover information about pricing strategies, consumer behavior, market research methods and other marketing topics. Use this review to start or advance your career in the marketing field.

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Lesson Sample

Introduction to Marketing: Definition and Applications

Marketing: Skills Development & Training • 197K views • 5 min

About this course:

8 hours of educational videos

88 self-paced lessons

12 practice tests

Expert Contributor: Claire Berninger

12 chapters in Marketing: Skills Development & Training

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Course Practice Test

Check your knowledge of this course with a 50-question practice test.

Comprehensive test covering all topics
Detailed video explanations for wrong answers

Take Practice Test

View all practice tests in this course

Week {{::cp.getGoalWeekForTopic(0, 12)}}

Ch 1. Marketing Philosophies and Ethics {{cp.topicAssetIdToProgress[1499].percentComplete}}% complete

	Best Score
Lesson 1 - Introduction to Marketing: Definition and Applications Introduction to Marketing: Definition and Applications	Video Take Quiz
		Take Quiz
Lesson 2 - Marketing, Production, Sales & Societal Marketing Orientation Marketing, Production, Sales & Societal Marketing Orientation	Video Take Quiz
Lesson 3 - Market Orientation and Sales Orientation: Definition and Differences Market Orientation and Sales Orientation: Definition and Differences	Video Take Quiz
Lesson 4 - Ethical Behavior in Marketing: What Are Marketing Ethics? Ethical Behavior in Marketing: What Are Marketing Ethics?	Video Take Quiz
Lesson 5 - Business Ethics: Corporate Social Responsibility Business Ethics: Corporate Social Responsibility	Video Take Quiz
Lesson 6 - Ethics and Cause-Related Marketing Ethics and Cause-Related Marketing	Video Take Quiz

Week {{::cp.getGoalWeekForTopic(1, 12)}}

Ch 2. Competitive Advantage {{cp.topicAssetIdToProgress[1506].percentComplete}}% complete

			Course Progress	Best Score
	Lesson 1 - Competitive Advantage: The Importance of Strategic Marketing Competitive Advantage: The Importance of Strategic Marketing			Video Take Quiz
	Lesson 2 - Business Plans: How to Develop a Business Mission Statement Business Plans: How to Develop a Business Mission Statement			Video Take Quiz
	Lesson 3 - What is SWOT: Situation Analysis in Marketing What is SWOT: Situation Analysis in Marketing			Video Take Quiz
	Lesson 4 - Types of Competitive Advantage: Cost, Product, Niche & Sustainable Advantages Types of Competitive Advantage: Cost, Product, Niche & Sustainable Advantages			Video Take Quiz
	Lesson 5 - How to Identify Strategic Alternatives in Marketing How to Identify Strategic Alternatives in Marketing			Video Take Quiz
	Lesson 6 - Target Market Strategies for Successful Business Target Market Strategies for Successful Business			Video Take Quiz
	Lesson 7 - The Marketing Mix: Product, Place, Price & Promotion The Marketing Mix: Product, Place, Price & Promotion			Video Take Quiz

Week {{::cp.getGoalWeekForTopic(2, 12)}}

Ch 3. The Marketing Environment {{cp.topicAssetIdToProgress[1514].percentComplete}}% complete

			Course Progress	Best Score
	Lesson 1 - Marketing Environment: External Influences on Marketing Strategy Marketing Environment: External Influences on Marketing Strategy			Video Take Quiz
	Lesson 2 - Attitudes, Values & Belief: Social Factors in Marketing Attitudes, Values & Belief: Social Factors in Marketing			Video Take Quiz
	Lesson 3 - Consumer and Industry Reaction to the Market and Economy Consumer and Industry Reaction to the Market and Economy			Video Take Quiz
	Lesson 4 - Technology's Impact on Marketing and Marketers Technology's Impact on Marketing and Marketers			Video Take Quiz
	Lesson 5 - The Political and Legal Environment of Marketing The Political and Legal Environment of Marketing			Video Take Quiz
	Lesson 6 - Foreign and Domestic Business Competition: Definition and Regulations Foreign and Domestic Business Competition: Definition and Regulations			Video Take Quiz

Week {{::cp.getGoalWeekForTopic(3, 12)}}

Ch 4. International Marketplace {{cp.topicAssetIdToProgress[1521].percentComplete}}% complete

			Course Progress	Best Score
	Lesson 1 - International Marketing: The Importance of Global Marketing Strategy International Marketing: The Importance of Global Marketing Strategy			Video Take Quiz
	Lesson 2 - Internet and Global Marketing: Ecommerce on an International Scale Internet and Global Marketing: Ecommerce on an International Scale			Video Take Quiz
	Lesson 3 - International External Marketing: Culture, Economics, Tech & More International External Marketing: Culture, Economics, Tech & More			Video Take Quiz
	Lesson 4 - International Marketing Mix and the 4 Ps of Marketing International Marketing Mix and the 4 Ps of Marketing			Video Take Quiz
	Lesson 5 - Breaking Into Foreign Markets: International Marketing Strategies Breaking Into Foreign Markets: International Marketing Strategies			Video Take Quiz

Week {{::cp.getGoalWeekForTopic(4, 12)}}

Ch 5. Consumer Decision Making {{cp.topicAssetIdToProgress[1527].percentComplete}}% complete

			Course Progress	Best Score
	Lesson 1 - Understanding the Consumer Decision-Making Process: A Marketing Must Understanding the Consumer Decision-Making Process: A Marketing Must			Video Take Quiz
	Lesson 2 - Consumer Behavior Theory and Marketing Strategy Consumer Behavior Theory and Marketing Strategy			Video Take Quiz
	Lesson 3 - Consumer Psychology and the Purchase Process Consumer Psychology and the Purchase Process			Video Take Quiz
	Lesson 4 - Brand Familiarity and the Purchase Process Brand Familiarity and the Purchase Process			Video Take Quiz
	Lesson 5 - Cognitive Dissonance & Post-Purchase Process Cognitive Dissonance & Post-Purchase Process			Video Take Quiz
	Lesson 6 - Buying Behavior and Marketing: Types of Consumer Buying Decisions Buying Behavior and Marketing: Types of Consumer Buying Decisions			Video Take Quiz
	Lesson 7 - Influences on Consumer Buying Decisions: Cultures, Values & More Influences on Consumer Buying Decisions: Cultures, Values & More			Video Take Quiz

Week {{::cp.getGoalWeekForTopic(5, 12)}}

Ch 6. Business Marketing and Marketing Research {{cp.topicAssetIdToProgress[1533].percentComplete}}% complete

			Course Progress	Best Score
	Lesson 1 - B2B vs. B2C: How Business Marketing Differs from Consumer Marketing B2B vs. B2C: How Business Marketing Differs from Consumer Marketing			Video Take Quiz
	Lesson 2 - Business Marketing: Producers, Resellers, Governments & Institutions Business Marketing: Producers, Resellers, Governments & Institutions			Video Take Quiz
	Lesson 3 - Business Buyers: New Buy, Modified Rebuy, Straight Rebuy Business Buyers: New Buy, Modified Rebuy, Straight Rebuy			Video Take Quiz
	Lesson 4 - Marketing Research: Definition, Purpose and Role in Marketing Strategy Marketing Research: Definition, Purpose and Role in Marketing Strategy			Video Take Quiz
	Lesson 5 - How to Establish a Marketing Research Project How to Establish a Marketing Research Project			Video Take Quiz

Week {{::cp.getGoalWeekForTopic(6, 12)}}

Ch 7. Segmentation and Product Marketing {{cp.topicAssetIdToProgress[1539].percentComplete}}% complete

			Course Progress	Best Score
	Lesson 1 - Market Segmentation: Why Market Segments Are Important to Marketers Market Segmentation: Why Market Segments Are Important to Marketers			Video Take Quiz
	Lesson 2 - Market Segmentation: Geographic, Demographic, Psychographic & More Market Segmentation: Geographic, Demographic, Psychographic & More			Video Take Quiz
	Lesson 3 - How to Segment Business Markets Step-by-Step How to Segment Business Markets Step-by-Step			Video Take Quiz
	Lesson 4 - Positioning and Differentiation in Consumer Marketing Positioning and Differentiation in Consumer Marketing			Video Take Quiz
	Lesson 5 - What is a Business Product: Definition for Marketers What is a Business Product: Definition for Marketers			Video Take Quiz
	Lesson 6 - Consumer Products: Convenience, Shopping, Specialty & Unsought Products Consumer Products: Convenience, Shopping, Specialty & Unsought Products			Video Take Quiz
	Lesson 7 - Product Development and Business Growth: Process & Strategies Product Development and Business Growth: Process & Strategies			Video Take Quiz
	Lesson 8 - Branding and Brand Equity in Business Marketing Branding and Brand Equity in Business Marketing			Video Take Quiz

Week {{::cp.getGoalWeekForTopic(7, 12)}}

Ch 8. Managing a Product and Retailing {{cp.topicAssetIdToProgress[1548].percentComplete}}% complete

			Course Progress	Best Score
	Lesson 1 - How to Develop and Market New Consumer Products How to Develop and Market New Consumer Products			Video Take Quiz
	Lesson 2 - Types of New Products: New Product Lines, Product Improvements & More Types of New Products: New Product Lines, Product Improvements & More			Video Take Quiz
	Lesson 3 - How to Create a Marketing Mix for Individual Cultures & Countries How to Create a Marketing Mix for Individual Cultures & Countries			Video Take Quiz
	Lesson 4 - How a New Product is Adopted by Consumers How a New Product is Adopted by Consumers			Video Take Quiz
	Lesson 5 - Classes of Adopters: Innovators, Early, Late and Laggards Classes of Adopters: Innovators, Early, Late and Laggards			Video Take Quiz
	Lesson 6 - Product Life Cycles: Development, Design and Beyond Product Life Cycles: Development, Design and Beyond			Video Take Quiz
	Lesson 7 - Retailing's Role in Marketing: Definition and Dimensions Retailing's Role in Marketing: Definition and Dimensions			Video Take Quiz
	Lesson 8 - Retail Segments, Target Markets and Marketing Strategies Retail Segments, Target Markets and Marketing Strategies			Video Take Quiz
	Lesson 9 - Retail Marketing Mix vs. Traditional Marketing Mix Retail Marketing Mix vs. Traditional Marketing Mix			Video Take Quiz

Week {{::cp.getGoalWeekForTopic(8, 12)}}

Ch 9. Services Marketing, Marketing Channels & Supply Chain Management {{cp.topicAssetIdToProgress[1557].percentComplete}}% complete

			Course Progress	Best Score
	Lesson 1 - Services Marketing: The Difference Between Services and Goods Services Marketing: The Difference Between Services and Goods			Video Take Quiz
	Lesson 2 - How Non-Profit Marketing Differs from For-Profit Marketing How Non-Profit Marketing Differs from For-Profit Marketing			Video Take Quiz
	Lesson 3 - Marketing Channel: Definition and Function in the Marketplace Marketing Channel: Definition and Function in the Marketplace			Video Take Quiz
	Lesson 4 - Channel Intermediaries: Definition and Function in Business Channel Intermediaries: Definition and Function in Business			Video Take Quiz
	Lesson 5 - Channel Conflict: Horizontal & Vertical Conflict Channel Conflict: Horizontal & Vertical Conflict			Video Take Quiz
	Lesson 6 - Supply Chain Management: Technology, Measurement, Relationship & Material Integration Supply Chain Management: Technology, Measurement, Relationship & Material Integration			Video Take Quiz

Week {{::cp.getGoalWeekForTopic(9, 12)}}

Ch 10. Promotion, Advertising and Public Relations {{cp.topicAssetIdToProgress[1564].percentComplete}}% complete

			Course Progress	Best Score
	Lesson 1 - Promotion and the Consumer Communication Process Promotion and the Consumer Communication Process			Video Take Quiz
	Lesson 2 - Goals of Promotion and the Marketing Mix Goals of Promotion and the Marketing Mix			Video Take Quiz
	Lesson 3 - Consumer Awareness of Promotion: The AIDA Acronym Consumer Awareness of Promotion: The AIDA Acronym			Video Take Quiz
	Lesson 4 - Integrated Marketing Communication and the Marketing Plan Integrated Marketing Communication and the Marketing Plan			Video Take Quiz
	Lesson 5 - The Promotional Mix: Target Markets, Buying Decisions & More The Promotional Mix: Target Markets, Buying Decisions & More			Video Take Quiz
	Lesson 6 - Effects of Advertising on Consumer Buying Behavior Effects of Advertising on Consumer Buying Behavior			Video Take Quiz
	Lesson 7 - Types of Advertising: Institutional and Product Advertising Types of Advertising: Institutional and Product Advertising			Video Take Quiz
	Lesson 8 - Advertising Media Choices and Marketing Strategy Advertising Media Choices and Marketing Strategy			Video Take Quiz
	Lesson 9 - How Public Relations Is Different from Advertising How Public Relations Is Different from Advertising			Video Take Quiz
	Lesson 10 - Why Companies Use Public Relations Why Companies Use Public Relations			Video Take Quiz
	Lesson 11 - Sales Promotion in the Promotional Marketing Mix Sales Promotion in the Promotional Marketing Mix			Video Take Quiz
	Lesson 12 - Consumer Sales Promotion: Definition and Purpose Consumer Sales Promotion: Definition and Purpose			Video Take Quiz
	Lesson 13 - Trade Sales Promotion and the Promotional Marketing Mix Trade Sales Promotion and the Promotional Marketing Mix			Video Take Quiz
	Lesson 14 - Customer Relationship Management and Marketing Technology Customer Relationship Management and Marketing Technology			Video Take Quiz

Week {{::cp.getGoalWeekForTopic(10, 12)}}

Ch 11. Selling and Pricing Strategy {{cp.topicAssetIdToProgress[1580].percentComplete}}% complete

			Course Progress	Best Score
	Lesson 1 - Relationship Selling vs. Traditional Methods: Definition and Purpose Relationship Selling vs. Traditional Methods: Definition and Purpose			Video Take Quiz
	Lesson 2 - Personal Selling: The Steps of the Selling Process Personal Selling: The Steps of the Selling Process			Video Take Quiz
	Lesson 3 - Pricing Decisions: Profit-Oriented, Sales & Status Quo Pricing Decisions: Profit-Oriented, Sales & Status Quo			Video Take Quiz
	Lesson 4 - Pricing Objectives: How Firms Decide on a Pricing Strategy Pricing Objectives: How Firms Decide on a Pricing Strategy			Video Take Quiz
	Lesson 5 - Pricing Strategy and Consumer Perception Pricing Strategy and Consumer Perception			Video Take Quiz
	Lesson 6 - Price Elasticity: Understanding Supply and Demand Price Elasticity: Understanding Supply and Demand			Video Take Quiz
	Lesson 7 - Pricing Cost: What Motivates Mark-up and Break-Even Pricing Pricing Cost: What Motivates Mark-up and Break-Even Pricing			Video Take Quiz
	Lesson 8 - Price Selection: How Businesses Select the Correct Price for Products Price Selection: How Businesses Select the Correct Price for Products			Video Take Quiz
	Lesson 9 - How Prices Can Be Adjusted in Response to Environmental Factors How Prices Can Be Adjusted in Response to Environmental Factors			Video Take Quiz
	Lesson 10 - Economic Factors of Pricing and Pricing Strategy Economic Factors of Pricing and Pricing Strategy			Video Take Quiz

Week {{::cp.getGoalWeekForTopic(11, 12)}}

Ch 12. Practical Applications for Marketing {{cp.topicAssetIdToProgress[590419].percentComplete}}% complete

			Course Progress	Best Score
	Lesson 1 - Practical Application: Market Orientation vs. Sales Orientation Infographic Practical Application: Market Orientation vs. Sales Orientation Infographic			Text Lesson
	Lesson 2 - Practical Application: Choosing Strategic Alternatives in Marketing Practical Application: Choosing Strategic Alternatives in Marketing			Text Lesson
	Lesson 3 - Practical Application: Marketing Mix Infographic Practical Application: Marketing Mix Infographic			Text Lesson
	Lesson 4 - Practical Application: Making Advertising Media Choices Practical Application: Making Advertising Media Choices			Text Lesson
	Lesson 5 - Practical Application: Steps of the Selling Process Infographic Practical Application: Steps of the Selling Process Infographic			Text Lesson

Course Practice Test

Marketing: Skills Development & Training Practice Test

About This Course

Acquire skills in marketing to help you stand out from other applicants during your job search or take on additional responsibilities in your current position. Easily learn marketing fundamentals with the fun and flexible videos used in this course. Marketing experts teach you key concepts like SWOT, the 4 Ps of marketing and marketing channels using dynamic graphics and animations that help you quickly retain critical info. In this course, you can learn about:

Marketing ethics
Competitive advantage
Global marketing
Marketing environment
Marketing research and consumer behavior
Segmentation
Promotion, public relations and advertising
Services marketing
Retailing and pricing strategies

How It Works

Watch marketing videos on your laptop, tablet or smartphone from any location at a time that works best with your schedule. Learn just the concepts you want to know more about, like brand equity and promotional mix, or watch all the lessons in the course to establish a solid foundation in marketing using the tracking tool to monitor your progress. Get started learning marketing fundamentals using these steps:

Select a lesson, like Ethics and Cause-Related Marketing or Brand Familiarity and the Purchase Process and click play
Use the lesson transcripts for a closer look at essential marketing terms and definitions
Solidify your knowledge of marketing strategies, selling methods and marketing applications with quizzes that follow each lesson
Click on the next lesson to make your way through the course or use video tags to pick the lessons that interest you
Pass chapter quizzes after watching all the lessons in each chapter
Review key concepts, such as strategic marketing or the political environment of marketing, by replaying those videos as many times as you want
Take the final exam to see how well you remember critical marketing concepts
Earn a certificate of completion by passing all the quizzes in the course

How It Helps

Knowledge acquired from this course can make you a more versatile employee or job applicant. Put your marketing skills to work in your current position by displaying your expertise in workplace communications, business meetings, company promotional materials and marketing campaigns. Add this course to your resume to show potential employers your flexibility and interest in learning new skills.

Skills Covered

Chapter	Topics & Objectives
Marketing Philosophies and Ethics	Differentiate between sales and market orientation, and discuss the concepts of ethical behavior and corporate social responsibility.
Competitive Advantage	Highlight types of competitive advantage and target market strategies. Review SWOT analysis and the marketing mix.
The Marketing Environment	Assess the external influences and effects of social factors on marketing. Investigate marketing's political and legal environment and the essentials of foreign competition.
International Marketplace	Identify ways to enter a foreign market, and discuss the importance of global marketing. Summarize the impact of culture and demographics on international external marketing.
Consumer Decision Making	Explain why consumer behavior is important to marketers, and identify some influences on behavior. Outline the steps in the consumer decision-making process.
Business Marketing and Marketing Research	Differentiate between consumer marketing and business marketing, review the purpose of marketing research and compare new buy, modified re-buy and straight re-buy.
Segmentation and Product Marketing	Evaluate different types of market segmentation and learn the steps to segment business markets. Depict strategies for product development and business growth.
Managing a Product and Retailing	Explore the different types of new products and outline methods for creating a marketing mix. Review the ways retail segments are used to reach target markets.
Services Marketing, Marketing Channels & Supply Chain Management	Differentiate between goods and services and scrutinize the functions of marketing channels and channel intermediaries.
Promotion, Advertising and Public Relations	Understand why companies use public relations, advertising's effects on consumers and the purpose of trade and consumer sales promotions.
Selling and Pricing Strategy	Explore different pricing strategies and the steps in the selling process. Examine the factors that help determine price.

Earning Credit

Earning College Credit

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To learn more, visit our Earning Credit Page

Practice Tests in this course

Check your knowledge of this course with a 50-question practice test. Once you take the test, you will receive a detailed exam report complete with your personal statistics and even specific lessons to focus on! Take the practice test now