Welcome to BUS203: Principles of Marketing. General information about this course and its requirements can be found below.
Course Designers: Dionne Mahaffey, Tamara Gillis, and Steven Van Hook
Course Description: Detailed introduction to the entire marketing process, identifying a customer base and the range of marketing decisions that an organization must make in order to create value that appeals to consumers.
After familiarizing yourself with the following course syllabus, enroll in this course using the “Enroll me in this course” button located on the left hand toolbar. Once enrolled, navigate to Unit 1 of the course to read the Unit Introduction and Unit 1 Learning Outcomes. Links and instructions for all unit specific course resources will follow the introductory materials.
Earning College Credit
This course provides students the opportunity to earn actual college credit. It has been reviewed and recommended for 3 credit hours by The National College Credit Recommendation Service (NCCRS) and The ACE Alternative Credit ProjectTM. While credit is not guaranteed at all schools, we have partnered with a number of schools who have expressed their willingness to accept transfer of credits earned through Saylor. You can read more about our Saylor Direct Credit program here.
Evaluation and Minimum Passing Scores
In order to pass this course, you will need to earn a 70% or higher on the final exam. Your score on the exam will be tabulated as soon as you complete it. If you do not pass the exam on your first attempt, you may take it again as many times as needed, following a 7-day waiting period between each attempt.
You will only receive an official grade on your final exam. However, in order to adequately prepare for this exam, we recommend that you work through the materials in each unit. Throughout the course you may find practice quizzes or other assignments that will help you master material and gauge your learning. Scores on these assignments are informational only and do not contribute to your overall course grade.
If you are seeking to earn college credit, you must take and pass the Saylor Direct Credit final exam. That exam will be password protected and require the presence of a proctor.
This course is delivered fully online. You will be required to have access to a computer or web-capable mobile device and have consistent access to the internet to either view or download the necessary course resources and to attempt any auto-graded course assessments and the final exam.
To access the full course including assessments and the final exam, you will need to be logged into your Saylor Academy account and enrolled in the course. If you do not already have an account, you may create one, free of charge, here. Although you can access some course resources without being logged into your account, it’s advised that you login to maximize your course experience. For example, some of the accessibility and progress tracking features are only available when you are logged in.
If you plan to attempt the optional credit recommended final exam that accompanies this course, then you will also need access to a webcam enabled computer. A webcam is needed so that our remote proctoring service can verify your identity, which will allow Saylor Academy to issue an official transcript to schools on your behalf. Full details about remote proctoring for credit recommended exams can be found here.
For additional technical guidance check out Saylor’s tech-FAQ and the
There is no cost to access and enroll in this course. All required course resources linked throughout the course, including textbooks, videos, webpages, activities, etc are accessible for no charge. This course also contains a free final exam and course completion certificate.
This courses does contain an optional final exam that will provide students an opportunity to earn college credit. Access to the exam itself is free, though it does require the use of a proctoring service for identity verification purposes. The cost for proctoring is $25 per session.
It may be useful to take a look at these time advisories, to determine how much time you have over the next few weeks to complete each unit, and then to set goals for yourself. Perhaps you can sit down with your calendar and decide to complete Subunit 1.1 and 1.2 (a total of 4 hours) on Monday; Subunit 1.3 through 1.5 (a total of 3 hours) on Tuesday; Subunit 1.6 (3.5 hours) on Wednesday; etc.
Learning new material can be challenging, so below we've compiled a few suggested study strategies to help you succeed.
Take notes on the various terms, practices, and theories as you read. This can help you differentiate and contextualize concepts and later provide you with a refresher as you study.
As you progress through the materials, take time to test yourself on what you have retained and how well you understand the the concepts. The process of reflection is important for creating a memory of the materials you learn; it will increase the probability that you ultimately retain the information.
you may work through this course completely independently, you may find
it helpful to connect with other Saylor students through the discussion
forums. You may access the discussion forums at https://discourse.saylor.org.
Pay special attention to Unit 1, as it will lay the ground work for understanding the more advanced, explanatory material presented in the latter units.
Upon successful completion of this course, you will be able to:
- define marketing and explain its function in society;
- explain the difference between marketing, advertising, and sales;
- describe marketing concepts and terminology;
- describe the process of market research;
- describe the concept of pricing;
- explain product strategy, including the concepts of product life cycle, positioning, and pricing;
- define competition and explain competitive analysis;
- analyze the process of distribution and explain marketing channels;
- identify the key elements of product promotions;
- explain how to develop a marketing plan and apply the principles of marketing in creating a marketing plan; and
- describe employment and career development opportunities in marketing.
Throughout this course, you'll also see related learning outcomes identified in each unit. You can use the learning outcomes to help organize your learning and gauge your progress.
In order to take this course you should
- have read the Saylor Student Handbook.