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No Certificate / Course on Audit Track
Principles of Marketing is a foundational course that introduces learners to the core concepts, strategies, and practices of modern marketing. The course explores customer value creation, consumer behavior, market segmentation, product and pricing strategies, and integrated marketing communications. Learners will gain an understanding of how organizations build strong customer relationships and develop effective marketing strategies in today’s digital environment. Through engaging video lectures, readings, and practice quizzes, participants will develop practical knowledge to analyze markets and make informed marketing decisions. This course is ideal for students and professionals seeking to build a solid foundation in marketing principles and customer engagement.
This course has been curated by Riphah International University faculty and staff using publicly available third-party content and Open Educational Resources (OER) for self-paced learning. Learners will engage with curated open-access materials to achieve the course learning outcomes. All third-party content is used under open-access or fair-use policies, while any original materials are developed specifically for this learning experience.
Source and Credits:
By the end of this course, you will be able to:
No prior marketing knowledge is required. Basic understanding of business concepts and management principles will be helpful.
This course is intended for undergraduate business students, entrepreneurship students, marketing majors, and aspiring business professionals seeking foundational knowledge of marketing. It is suitable for learners who want to understand how organizations identify customer needs, develop marketing strategies, and build sustainable customer relationships.
Marketing Definition and 5 Core Concepts of Marketing
What is Marketing? (Video)
Understanding the Marketplace and Customer Need
Understanding Needs, Wants, Demand (Video)
Customer Value–Driven Marketing Strategy
Designing Marketing Strategy (Video)
Marketing philosophy
Marketing Management Orientations (Video)
Engaging Customers and Managing Customer Relationships
Building Customer Relationships (Video)
Customer Engagement and Today’s Digital and Social Media
Changing Marketing Landscape Video)
Practice Quiz
MCQs (Problem)
Reading Material
Creating Customer Value and Engagement (Reading Material)
Company and Marketing Strategy
Wide Strategic Planning and Marketing Strategy (Video)
Practice Quiz
MCQs (Problem)
Reading Material
Company and Marketing Strategy (Reading Material)
Analyzing the Micro and Macro Marketing Environment
Analyzing Marketing Environment (Video)
Using Marketing Information to Understand Customers
Managing Marketing Information to Gain Customer Insights (Video)
Practice Quiz
MCQs (Problem)
Reading Material
Analyzing the Micro and Macro Marketing Environment (Reading Material)
Understanding Consumer Markets
Consumer Behavior (Video)
Practice Quiz
MCQs (Problem)
Reading Material
Consumer Markets and Buyer Behavior (Reading Material)
Market Segmentation, Target Market Selection and Positioning Strategy
Market Segmentation, Targeting, and Positioning-STP (Video)
Creating and Managing Product Offerings
Product Strategies and New Product Developmen (Video)
Creating Value Through Pricing
Pricing Strategies (Video)
Practice Quiz
MCQs (Problem)
Reading Material
Product Strategies and New Product Development (Reading Material)
Delivering Customer Value
Value Channels and Retailer (Video)
Engaging Consumers and Communicating Customer Value
Promotional Mix and Design Integrated Marketing Communication Campaigns (Video)
Practice Quiz
MCQs (Problem)
Reading Material
Promotional Mix and Design Integrated Marketing Communication Campaigns (Reading Material)
Approximately 7.4 Hours
Intermediate
Fully Online (Asynchronous)
Self Paced
