Course Overview

Enterprise Marketing (4 Credits)

Professor: Tom Tubergen 

Need help: CLI Help Desk (helpdesk@christianleaders.net)

People often confuse marketing with advertising and sales. In this course you will learn about the "real" nature and scope of marketing management of which advertising and sales are simply two facets. 

You will be introduced to other aspects of marketing, such as:1) Marketing Strategy, 2) Promotion, 3) Market Planning, 4) Segmentation, 5) Social Media, 6) Demographics and other specific topics that are just as relevant to any non-profit ministry as they would be in a corporate environment. 

Perhaps most important, you will learn that the fundamental asset of any organization are its customers (or the people it's serving). Hence, the supreme importance of the "marketing concept" is an attempt to identify and satisfy its customers' needs and wants. In other words, the marketing concept is an orientation to business that starts with consumers and integrates marketing into every other organizational function. From this point of view, a primary task of marketing is to develop and maintain a business' customer base.

Outcomes:

1.      Learn marketing fundamentals and how to engage those fundamentals to successfully understand how to sell and market a business or a ministry to the public.

2.      Learn how to create perceived and tangible customer value. 

3.      Be exposed to real world applications of marketing techniques, and how to identify strengths, weaknesses, opportunities, and threats

4.      Understand how to comprehend marketing metrics as well as how to conduct marketing research

5.      Understand how to develop a target market and how to segment markets, while positioning to market effectively

6.      Learn how the marketing mix influences price, products, and services

7.      Understand the impact of email marketing and social media marketing on the potential growth of an organization

8.      Gain understanding on how to use search engine marketing and how to market that content effectively

Resources

This course includes resources from many books and articles. All required material is included in the online course. No book purchases are needed.

Assignments

View all online lectures and read all articles in each topic. CLI computer tracks whether you do this. After viewing all lectures for the week, take the quiz based on the lectures (100% of grade).

Grading Scale
A 95-100%   A- 90-94%   B+ 87-89%   B 83-86%   B- 80-82%   
C+ 77-79%   C 73-76%   C- 70-72%    D+ 67-69%   D 63-66%   D- 60-62%   F 0-59%
Your average grade for all assignments in the class must be at least 60%.
Otherwise, you will fail the class and will receive no course credit.

Accessibility

All of the videos have slides to accompany them. 

Deadline: You have 180 days to finish the course. Complete all assignments before the final deadline, or you will be automatically withdrawn from the course and all coursework will be removed. You will have to start over and retake the class to receive credit.