Marketing – Terms 1 - 4 (sold separately)

This paper and pencil course book introduces students to the dynamic world of marketing, covering essential topics such as market research, consumer behavior, advertising, and the role of technology in business. Whether students are interested in a future career in business or just want to explore the field, this course builds a strong foundation in marketing principles.

Throughout the four terms, students engage in real-world projects and interactive lessons that bring concepts to life. Topics include branding, social media marketing, product development, and customer relationship management. Case studies and hands-on activities help students learn how to craft effective marketing strategies tailored to specific audiences.

By the end of the course, students will understand key marketing concepts and how to apply them creatively and strategically. They’ll gain valuable skills in campaign development, market analysis, and brand storytelling—useful for business, entrepreneurship, or everyday decision-making.

Click Here for a Sample Chapter!

_____________________________________________________________________________

Marketing Term 1

Table of Contents

1. Introduction to Marketing

1.1 Defining Marketing
1.2 The Seven Core Functions of Marketing
1.3 Key Marketing Terms and Concepts
1.4 Importance of Understanding Customers
1.5 The Value Exchange Model
1.6 Knowledge Check
1.7 Multiple Choice Questions

2. Introduction to the Marketing Mix

2.1 Defining the Four P's: Product, Price, Place, Promotion
2.2 Understanding the Role of Each P in Business Success
2.3 Real-World Examples of the Marketing Mix
2.4 Case Studies of Effective Marketing Mix Strategies
2.5 Knowledge Check
2.6 Multiple Choice Questions

3. Introduction to Marketing in the Real World

3.1 Applying Marketing Principles to Everyday Business
3.2 The Role of Marketing in Consumer Decision-Making
3.3 Marketing Campaigns and Real-World Examples
3.4 Careers in Marketing
3.5 Knowledge Check
3.6 Multiple Choice Questions

4. Marketing Planning

4.1 Defining a Marketing Plan
4.2 Key Components: Market Research, Objectives, Strategies
4.3 Developing Budgets and Timelines
4.4 Evaluating Marketing Plan Performance
4.5 SWOT Analysis in Marketing Planning
4.6 Knowledge Check
4.7 Multiple Choice Questions

__________________________________________________________________________________

Marketing Term 2

Table of Contents

1. Understanding Primary and Secondary Research

1.1 Key Concepts of Research
1.2 Benefits and Limitations of Primary Research
1.3 Benefits and Limitations of Secondary Research
1.4 Common Sources of Secondary Research
1.5 How Businesses Use Research for Decision Making
1.6 Knowledge Checks
1.7 Multiple Choice Questions

2. Using Market Information to Make Business Decisions

2.1 The Role of Data in Business Decisions
2.2 How Businesses Gather and Use Market Information
2.3 Applying Market Information in Decision-Making
2.4 Knowledge Checks
2.5 Multiple Choice Questions

3. Understanding Pricing Decisions

3.1 Key Concepts in Pricing Decisions
3.2 Factors Affecting Price
3.3 Understanding Competitor Pricing
3.4 Production and Distribution Costs
3.5 Understanding Profit Margins
3.6 Knowledge Checks
3.7 Multiple Choice Questions

4. Pricing Strategies in Business

4.1 Introduction to Pricing Strategies
4.2 Penetration Pricing, Price Skimming, and Prestige Pricing
4.3 Loss Leader Pricing and Everyday Low Pricing
4.4 Additional Pricing Strategies: Bundling, Psychological, Freemium, and Geographic Pricing
4.5 Knowledge Checks
4.6 Multiple Choice Questions

__________________________________________________________________________________

Marketing Term 3

Table of Contents

1. Product Service Management Defined

1.1 Role in Brand Alignment
1.2 Key Components of Brand Alignment in PSM
1.3 Fulfilling Consumer Needs
1.4 Responding to Market Demand
1.5 Lifecycle Management
1.6 Product Mix and Portfolio Strategy
1.7 Knowledge Check
1.8 Multiple Choice Questions

2. Product Development and Innovation

2.1 Importance of Innovation and NPD
2.2 Stages of New Product Development
2.3 Types of Innovation: Incremental, Disruptive, Radical
2.4 Digital Innovation and SaaS
2.5 Problem-Solving with Products
2.6 Design Thinking Approach
2.7 Knowledge Check
2.8 Multiple Choice Questions

3. The Product Life Cycle

3.1 Stages of the Product Life Cycle
3.2 Marketing Strategies for Each Stage
3.3 Lifecycle Management and Strategic Decision-Making
3.4 Knowledge Check
3.5 Multiple Choice Questions

4. Promotion and Branding

4.1 Purpose and Role of Promotion
4.2 Promotional Mix Elements (Advertising, PR, Sales Promotions)
4.3 Branding and Brand Experience
4.4 Strategies for Customer Engagement and Loyalty
4.5 Knowledge Check
4.6 Multiple Choice Questions

__________________________________________________________________________________

Marketing Term 4

Table of Contents

1. Introduction to Product Channel Management

1.1 Understanding Product Channel Management
1.2 Direct and Indirect Channels
1.3 Business-to-Consumer (B2C) and Business-to-Business (B2B) Channels
1.4 Developing Channel Strategies
1.5 Practical Applications and Case Studies
1.6 Knowledge Check
1.7 Multiple Choice Questions

2. Introduction to the Marketing Mix

2.1 Defining the Four P’s: Product, Price, Place, Promotion
2.2 The Role of Each P in Business Success
2.3 Examples of Marketing Mix Applications
2.4 Real-World Case Studies
2.5 Knowledge Check
2.6 Multiple Choice Questions

3. Social Media Marketing and Digital Campaigns

3.1 Planning and Creating Social Media Content
3.2 Collaborating with Influencers and Driving Engagement
3.3 Managing and Measuring Social Media Metrics
3.4 Real-World Campaign Examples
3.5 Knowledge Check
3.6 Multiple Choice Questions

4. Marketing Planning

4.1 Defining a Marketing Plan
4.2 Key Components of Marketing Planning
4.3 Developing Budgets and Timelines
4.4 SWOT Analysis in Marketing
4.5 Monitoring and Evaluating Plan Success
4.6 Knowledge Check
4.7 Multiple Choice Questions