Welcome to the Marketing course at New World University!

In this course you’ll explore the exciting world of marketing. It teaches the experience and process of actually doing marketing, not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today’s environment. First, service-dominant logic. Second, sustainability. Then, ethics and social responsibility, Next, global coverage. And finally, metrics. You’ll also find emphasis on omni-channel marketing, social media in marketing, and the other components of the digital media revolution that are changing marketing so rapidly.

This course relies with our gratitude on the second edition of Principles of Marketing by Jeff Tanner and Mary Anne Raymond, and as such its long form readings are released under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License.

Course Information


Course Instructors

Editorial Team Editorial Team Author

This account is for the editorial team at New World University.

Kola Bakare Kola Bakare Author



What Is Marketing?

Strategic Planning

Consumer Behaviour: How People Make Buying Decisions

Business Buying Behaviour

Market Segmenting, Targeting, and Positioning

Creating Offerings

Developing and Managing Offerings

Using Marketing Channels to Create Value for Customers

Using Supply Chains to Create Value for Customers

Gathering and Using Information: Marketing Research and Market Intelligence

Integrated Marketing Communications and the Changing Media Landscape

Public Relations, Social Media, and Sponsorships

Professional Selling

Customer Satisfaction, Loyalty, and Empowerment

Price, the Only Revenue Generator

The Marketing Plan