SALES101: Marketing Fundamentals

Course Syllabus for "SALES101: Marketing Fundamentals"

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This short course will introduce you to the basic elements of marketing for businesses and nonprofit organizations. If you are taking this course to fulfill the requirements of Saylor’s Sales Certificate program, it is important that you understand the broad fundamentals of marketing, since sales is only one component of the greater business concept of marketing. To that end, this course will introduce you to important marketing basics and help prepare you for some of the typical entry-level expectations for sales and marketing associates. A few of these required skills include helping coordinate the execution of marketing plans; developing plans for promotional campaigns; writing sales and marketing materials; participating in marketing research and competitive analyses; identifying potential clients; assisting with advertising campaigns; and participating in customer relationship management. As frequent consumers of products and services, we participate in sales transactions on a regular basis. Indeed, many aspects of our daily routines often involve such purchases. For example, as you drive to work in the morning, you may stop to buy gas for your car. While filling up at the gas station, you may also buy a cup of coffee. These examples of common sales transactions are part of the larger business process of marketing. The specific ways in which you purchase goods and services—for example, stopping at a certain gas station because it is closest to your home, or because it offers the lowest fuel price, or because it sells high-performance fuel—are influenced by different components of the marketing process, also known as the marketing mix. As a sales or marketing associate, you may be asked to participate in strategic thinking about how consumers make complex purchasing decisions. This process will require you to consider the four components of traditional marketing mixes, also known as the four Ps of marketing: product, promotion, price, and placement. By the end of this course, you will have an understanding of the basic concepts of marketing and be able to apply them to your own career in marketing. You also will be able to build on the core ideas of the marketing mix in order to identify and discuss the specific role of sales in the marketing process. No matter what product or service you are selling, understanding the role that sales plays in a successful marketing plan will be a critical component to your career success.

Learning Outcomes

Upon successful completion of this course, you will be able to:

  • describe marketing and marketing concepts;
  • explain specific marketing concepts and terminology;
  • demonstrate uses of the marketing mix;
  • discuss the contributions of sales to a successful marketing campaign;
  • explain the importance of customer value and customer satisfaction;
  • explain the roles of planning and research in the marketing process; 
  • demonstrate the process of segmentation; and 
  • discuss how to maintain and develop customer relationships.

Course Requirements

In order to take this course, you must:

√    have access to a computer;

√    have continuous broadband Internet access;

√    have the ability and/or permission to install plug-ins and software (e.g. Adobe Reader or Flash);

√    have the ability to download and save files and documents to a computer;

√    have the ability to open Microsoft Office files and documents (.doc, .docx, .ppt, .xls, etc.);

√    have competency in the English language; and

√    have read the Saylor Student Handbook.

Course Information

Welcome to SALES101: Marketing Fundamentals. General information about this course and its requirements can be found below. 

Primary Resources: This course uses a range of different free, online educational materials, with primary use of the following materials:

Requirements for Completion: In order to successfully complete this course, you will need to work through all the course units and their assigned materials. You also will need to respond to questions posted in the discussion forum for this course, available via a link provided at the end of each unit.
In order to pass this course, you will need to earn a 70% or higher on the course Final Exam. Note that you will only receive an official grade 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, you may take it again.

Time Commitment: Completing this course should take you approximately 45 hours. The time estimates for each unit and subunit of this course are:

  • Unit 1: 12.5 hours
    • Subunit 1.1: 2.5 hours
    • Subunit 1.2: 2.5 hours
    • Subunit 1.3: 2 hours
    • Subunit 1.4: 3.5 hours
    • Subunit 1.5: 2 hours
  • Unit 2: 8.5 hours
    • Subunit 2.1: 2.5 hours
    • Subunit 2.2: 2 hours
    • Subunit 2.3: 2 hours
    • Subunit 2.4: 2 hours
  • Unit 3: 10.5 hours
    • Subunit 3.1: 3 hours
    • Subunit 3.2: 3.5 hours
    • Subunit 3.3: 2 hours
    • Subunit 3.4: 2 hours
  • Unit 4: 9.5 hours
    • Subunit 4.1: 1.5 hours
    • Subunit 4.2: 2 hours
    • Subunit 4.3: 2 hours
    • Subunit 4.4: 2 hours
    • Subunit 4.5: 2 hours
  • Unit 5: 4 hours
    • Subunit 5.1: 2 hours
    • Subunit 5.2: 2 hours

Tips/Suggestions: For many of the readings and assignments in this course, you will be asked to respond to questions that are included within the linked assignment. Answering these questions will help aid your memory retention of important concepts and reinforce your mastery of the material you are reading, viewing, and hearing throughout this course. Your answers to these questions, along with your answers to the discussion forum questions provided at the end of each unit, will serve as useful study aids as you prepare to take the Final Exam.

Principles of MarketingYou will be prompted to read sections of this textbook throughout this course. You may choose to download the text in full now and skip to the appropriate section as prompted by the instructions in the resource boxes below, or you may simply download the specific sections of the text that are assigned as you progress through each resource box. Reading:

Principles of Marketing

Table of Contents: You can find the course's units at the links below.