Course Description

This self-paced, interactive course provides a comprehensive foundation in marketing based on Marketing, 21st Edition by William M. Pride and O.C. Ferrell. Through the ADRA-Cengage MindTap LMS, students will engage in multimedia content, interactive exercises, real-world case studies, and marketing simulations to develop a deep understanding of key marketing principles.

Students will explore topics such as consumer behavior, market research, branding, pricing, digital marketing, and marketing ethics. The course includes hands-on assignments, quizzes, and real-world applications to reinforce learning.

Upon successful completion, students will receive:
✅ 40 Clock Hours
✅ 4.0 CEUs (Continuing Education Units) accredited by IACET
✅ Certificate of Completion and Training Credits issued by ADRA

💡 Note: Course assignments and materials are provided through Cengage MindTap, while bookstore access is billed separately.

Course Format & Delivery

✅ Self-Paced, Interactive Learning – Study at your own pace with videos, exercises, and simulations.
✅ Delivered via ADRA-Cengage MindTap LMS – Access materials, assignments, and assessments through the LMS.
✅ Hands-on Learning & Real-World Applications – Marketing simulations, case studies, and data-driven exercises.
✅ Credits & Certification – 40 Clock Hours, 4.0 CEUs (IACET-accredited), Certificate of Completion by ADRA.
✅ Bookstore Access – Billed separately through Cengage.

Course Outline

Module 1: Introduction to Marketing

• Understanding Marketing’s Role in Business
• The Evolution of Marketing Theories & Strategies
• The Global Marketing Environment
• Interactive Activity: Marketing Trends Case Study

Module 2: Strategic Marketing and Planning

• The Marketing Mix (4Ps, 7Ps, etc.)
• Market Segmentation, Targeting, and Positioning (STP Model)
• Competitive Analysis & Market Positioning
• Interactive Assignment: Develop a Marketing Plan

Module 3: Consumer Behavior and Market Research

• Psychological and Social Influences on Consumer Behavior
• The Decision-Making Process & Customer Journeys
• Conducting Market Research: Data Collection & Analysis
• Simulation: Interpreting Market Research Data

Module 4: Product and Brand Management

• Product Development & Lifecycle Strategies
• Branding, Brand Equity, and Repositioning
• Packaging & Labeling as a Marketing Tool
• Hands-on Activity: Create a Brand Strategy

Module 5: Pricing Strategies and Profitability

• Cost-Based vs. Value-Based Pricing Models
• Psychological Pricing & Consumer Perception
• Global and Digital Product Pricing
• Quiz: Choosing the Right Pricing Strategy

Module 6: Integrated Marketing Communications (IMC)

• Advertising, Public Relations, and Promotional Strategies
• Social Media, Content Marketing, & Influencer Branding
• Customer Relationship Management (CRM) & Loyalty Programs
• Interactive Activity: Design an IMC Campaign

Module 7: Distribution and Supply Chain in Marketing

• Understanding Marketing Channels (B2B, B2C, D2C)
• Retail Strategies, E-Commerce & Omnichannel Distribution
• Supply Chain Management & Logistics
• Case Study: Selecting the Best Distribution Model

Module 8: Digital Marketing & Emerging Trends

• Search Engine Optimization (SEO) & Paid Advertising
• AI, Automation, and Personalization in Marketing
• Data Privacy & Ethical Considerations in Digital Marketing
• Simulation: Running a Social Media Ad Campaign

Module 9: Ethics and Social Responsibility in Marketing

• Ethical Challenges in Marketing & Consumer Protection
• Sustainability & Corporate Social Responsibility (CSR)
• Regulatory Compliance & Advertising Standards
• Discussion: Ethical Dilemmas in Marketing

Module 10: Marketing Analytics and Performance Measurement

• Key Performance Indicators (KPIs) & ROI Analysis
• Big Data & Predictive Analytics in Marketing
• Adjusting Strategy Based on Data Insights
• Final Project: Analyze and Optimize a Marketing Campaign