Course Overview

Definitions of marketing range from complex and confusing, to simple and inadequate. The American Marketing Association defines marketing as an "activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." On the other hand, revered startup marketer and consultant Regis McKenna defines marketing by saying, "Marketing is everything and everything is marketing." Neither definition is very satisfying. There is no good way to compress the study of marketing down to a single sound bite. Marketing is complex, multidisciplinary, and changes in scope and content almost daily, but that is what makes it challenging and interesting.

This course offers a broad overview of the fundamental concepts of marketing, including pricing & promotion, consumer behavior and market segmentation.

What You'll Learn

Topic 1: Marketing Strategy

Topic 2: The Marketing Environment

Topic 3: Global Marketing

Topic 4: Ethics and Social Responsibility

Topic 5: Marketing Research

Topic 6: Marketing Analytics

Topic 7: Consumer Behavior

Topic 8: Market Segmentation, Targeting, and Positioning

Topic 9: Product Strategy and Branding

Topic 10: Services Marketing

Topic 11: Pricing Strategy

Topic 12: Promotion Strategy

Topic 13: Social Media Marketing

Topic 14: Personal Selling and Sales Management

Topic 15: Distribution Strategy

Topic 16: Startup Marketing: Finding and Testing New Business Ideas

Topic 17: Startup Marketing: Launching the New Business

Who Should Attend

  • Managers
  • Support Staff
  • Executives
  • Line Managers
  • Supervisors
  • Recent Graduates
  • Business Students
  • CEU Seekers
  • Career Pivoter
  • Resume Builders

Additional Information

Students must complete all sections to earn the Digital Badge of Completion.

Enroll Now - Select a section to enroll in
Section Schedule
Date and Time TBA
Delivery Options
Course Fee(s)
Fee non-credit $599.00
Drop Request Deadline
No drop request allowed after enrollment
Transfer Request Deadline
No transfer request allowed after enrollment
Section Notes

This is a self-paced class and you will have 365 days to complete after enrollment.

This course is offered through Anderson School of Management.

UNM Staff, Faculty and Retirees can use their Tuition Remission benefit on professional development programs.

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