Marketing Management

This introductory course is designed to provide an overview and understanding of the important role of marketing in organizational success in the world of business today. You will be introduced to the major principles, concepts and functions of marketing in both profit and non-profit settings.

In addition to learning basic marketing techniques, you will learn to appreciate the importance of strategic market- and customer-focused approaches for organizational success in an ever-competitive and dynamic global environment.


Location: Online
Duration: 6 weeks
Tuition: $649
Can be applied to:
Business Management Certificate

Upcoming Offerings

Register for a course at any time, with the option to apply to a program later.

Currently not available for registration.

What you will learn

After completing this course, you’ll be able to do the following:

  • Assess the role of marketing within an organizational framework
  • Apply effective tools and processes to identify a target market that will drive organizational marketing efforts
  • Interpret internal and external environmental factors and how they affect marketing objectives and strategies
  • Evaluate the components of a strategic marketing plan
  • Create a strategic marketing plan in order to drive organizational growth
  • Develop product positioning strategies and tactics within a competitive context
  • Evaluate appropriate channels of distribution to effectively reach your target market
  • Develop effective promotional strategies and tactics to grow market share

How you will learn and be evaluated

  • Prepare to spend 6–10 hours per week on coursework
  • Expect readings and other assignments on a weekly basis
  • Plan to access the course at least once every few days to keep up with your work and class discussions

You will be evaluated on:

  • Assignments (individual and group)
  • Participation in online discussions
  • Weekly quizzes and exercises
  • Examinations

Learning Materials

Course fees do not include textbooks. We recommend you purchase your textbook as soon as you’ve registered. We will provide additional course materials online.

Required textbook:

Grewal, D., Levy, M., Lichti, S. Marketing, 5th Edition. McGraw-Hill, 2021.

Connect: ISBN 9781264160044

Connect & Print: ISBN 9781264160105

Materials are available through the publisher, McGraw-Hill. Please create an account via the link to be added to the instructor’s roster to track your work/assignments, etc.

Technical Requirements

For online courses, you will need a computer with audio and microphone that is connected to the internet. Canvas is the online system that will be used for the course. For more information and online support, visit Online Learning.

Professional development credits

This course may meet the requirements for the following designation(s):