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Principles of Marketing – BUS 2201: Learning Materials

Get Ready For Your College Courses

To best prepare for your future studies, please review the below preparation resources. We encourage you to use the time before starting your first term, to get a taste of the topics of your upcoming courses. There’s no better time to start than now! Good luck with your studies!

Learn Principles of Marketing

Course Overview

This course provides an introduction to the field of marketing with the intent to develop a general understanding and appreciation of the factors and methods involved in marketing a variety of goods and services. Topics include consumer needs, segmentation, target marketing, positioning, pricing, distributing and promoting goods and services. Emphasis is placed on the integration of marketing principles into an organized approach for decision-making.

Preparation Resources

  • Tanner, J. & Raymond, M.A. (2010). Principles of Marketing 2.0. Licensed under a Creative Commons by-nc-sa 3.0.

Macroeconomics -BUS 1104 -Course Schedule and Topics:

This course will cover the following topics in eight learning sessions, with one Unit per week. The Final Exam will take place during Week/Unit 9 (UoPeople time).


Unit 1 Week 1– Introduction to the Course


Unit 2 Week 2– Strategy and Planning


Unit 3 Week 3– Consumer and Business Buying Behaviour


Unit 4 Week 4– Creating Developing and Managing Offerings


Unit 5 Week 5– Segmenting, Targeting, Positioning, Advertising and Integrated
Marketing Communications


Unit 6 Week 6- Marketing Channels and the Supply Chain as a Means of Creating
Value for Customers


Unit 7 Week 7- Public Relations, Sales Promotion and Professional Selling


Unit 8 Week 8– Customer Satisfaction, Loyalty, Empowerment and Price


Unit 9 Week 9- Course Summary, Review and Final Examination

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