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.

Required Assignments

1. View all online lectures and read all articles on each topic. Active engagement with course materials prior to attempting the quiz is required for each unit. If a resource is provided in multiple formats, simply choose whichever format best supports your learning. CLI’s system tracks your viewing history to determine meaningful engagement. Make sure you are logged into your student account when viewing or downloading the materials.

2. Take the online quiz for each unit. You will have 75 minutes to answer 20 multiple-choice questions for each quiz. Each quiz covers the readings and video lectures for that unit. Once a quiz has started, you must finish it, and you cannot retake it. 

3. At the end of the course, you will be invited to complete a brief Course Feedback Survey. Your feedback helps CLI evaluate the course and identify opportunities for improvement.

Course Forum

Each course forum is located near the beginning of the course, immediately before the first course-content section. The forum allows students to post course-related questions and comments for other currently enrolled students to view and discuss. You can also search previous posts to see whether your question or topic has already been addressed. 

The forum is intended primarily for peer discussion and may not receive an immediate response. Questions or concerns requiring timely assistance should be directed to the Help Desk at helpdesk@christianleaders.net.

Grading Scale

A  93-100%   A- 90-92%   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%

Students' final grade is based on the average of all required quizzes and assignments. Each graded activity is weighted equally unless otherwise stated. The single lowest quiz score will be excluded from the overall grade.

Your average for the course must be at least 60%. Otherwise, you will fail the class and will receive no credit.

Deadline

You have 180 days to finish the course. If you have not received a final grade for the course before your enrollment ends, you will be automatically unenrolled, you will receive an “Administrative Withdrawal” for the course on your transcript, and all coursework will be removed. You will have to start over and take the class again to receive credit.

To avoid potential administrative delays or additional fees, please complete all assignments at least three weeks before your enrollment end date.

If you believe you qualify for a two-week extension, as outlined in our Catalog policies, please contact the Help Desk at helpdesk@christianleaders.net as soon as possible, ideally at least three weeks before your enrollment end date.