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Marketing Function (Business) - Alumni


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Full course description




2.5 Hours





This course is available to ASU Alumni at a discount

What you'll learn:

You’re a customer. What type of phone do you have? Which brand of coffee do you drink? What shampoo do you use? What make and model of car did you ride in or drive? Why do you buy the things you buy? Eat where you eat? There’s one word that helps make these decisions: Marketing.

In this course you will explore the role that customers play in today’s marketing efforts and learn how companies segment the market to better target potential customers. You’ll also get an introduction to the mix of marketing components a company can use to achieve its sales goals.

Note: This course is not facilitated by an instructor, therefore no one is monitoring activity in the course. If you have a question or need help as you progress, please refer to the help section within the course.

Learning Objectives:

In this course, you will learn to:

  1. Define the term marketing
  2. Describe elements of value, exchange, and an organization’s value proposition
  3. Explain the role of customers in marketing
  4. Explain market segmentation, targeting, and marketing mix
  5. Explain the importance of managing the customer relationship
  6. Explain the consumer buying process and factors that influence customer decisions
  7. Evaluate how marketing strategies align with corporate strategies

Who this course is designed for:

Anyone in business who wants a better understanding of marketing and how customer needs drive marketing activities.

What you'll receive:

A Certificate of Completion

Meet the instructor

Elizabeth Castillo, PhD

Elizabeth A. Castillo is an Assistant Professor of Leadership and Interdisciplinary Studies at Arizona State University. She earned a Ph.D. in Leadership Studies at the University of San Diego after a 20-year career managing social enterprise organizations. She is an avid hiker and nature photographer. Connect with her on Twitter at @eac_asu