ISI - BUS 321 - Principles of Marketing
Course Description
Principles of Marketing is an engaging exploration of the basic elements of marketing theory, terminology, and concepts, with emphasis on analyzing consumer motivation. This self-paced online course, offered through Independent Study in Idaho (ISI), introduces the foundational principles of modern marketing, including market segmentation, consumer behavior, marketing research, and the strategic use of the marketing mix to reach and influence target audiences.
Whether you’re new to marketing or looking to strengthen your business knowledge, this course gives you the flexibility to learn at your own pace—anytime, anywhere. With up to a year to complete your studies, you’ll have the freedom to explore key concepts, apply practical techniques, and deepen your understanding under the guidance of experienced instructors.
In this course, you will develop the skills to analyze consumer behavior, evaluate marketing strategies, and apply core marketing principles to real-world and hypothetical scenarios, preparing you to make informed, strategic marketing decisions.
Learner Outcomes
By the end of this class, students will be able to:
- Identify target markets using appropriate market segmentation criteria.
- Explain the core components of a comprehensive marketing plan.
- Apply the elements of the marketing mix (product, price, place, promotion) to a hypothetical or real-world marketing scenario.
- Evaluate marketing channels and distribution strategies based on organizational goals and market conditions.
- Explain basic marketing research to collect, analyze, and interpret data about potential consumers.
- Apply marketing planning techniques to develop strategic marketing decisions.
- Analyze consumer behavior and explain how psychological, social, and cultural factors influence purchasing decisions.
Required Course Materials
Pride, W. M. and Ferrell, O. C. (2025). Marketing (21st). Mason, OH: South-Western Cengage Learning. ISBN: 9780357984260
Expected Course Timeline
Most ISI courses are designed so that students can complete them within 3 months to 1 year. If you are attempting to complete a course more quickly than this, please contact ISI to explore your options.
Sponsor Institution
Credits earned for this course are included in a LC State transcript.
This is an INDEPENDENT STUDY IN IDAHO course
To learn about program and refund policies, visit www.uidaho.edu/isi.
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