- Course Type CLEP
- Subject Business and Management
- Level Introductory
- Length 4 Modules
- Video Length 5h 23m
- Reading Pages 484
- Institution Modern States
ABOUT THIS COURSE
Principles of Marketing reviews the material typically taught in a one-semester introductory college-level marketing course. The course examines the role of marketing in society and within organizations, with emphasis on understanding consumer and organizational markets, marketing strategy and planning, the marketing mix, and the role of marketing institutions. Additional topics include international marketing, ethics, market research services, and not-for-profit marketing.
This is a free, self-paced Modern States course with no prerequisites. It is aligned to the CLEP® Principles of Marketing exam and is designed to prepare you to succeed on the test and earn college credit at no cost.
Modern States originally developed this course in collaboration with Tamar Avnet, Ph.D. of Yeshiva University. John D. Branch of University of Michigan supported course enhancements published in 2025.
Course Overview
Principles of Marketing Course Overview - Modern States
| Module | Topic | Video Length | Total pages of required reading |
| Module 1: Role of Marketing in a Firm (17%–24%) 00:47:32 total video length 97 total reading pages |
1.0 Introduction | 0:01:13 | 24 |
| 1.1 Marketing Concept – Creating Satisfaction Through Marketing Relationships | 0:01:07 | – | |
| 1.2 Marketing Strategy and the Process of Planning | 0:13:28 | 34 | |
| 1.3 Marketing Environment – SWOT, Environmental Scanning, and Situation Analysis | 0:09:46 | – | |
| 1.4 Marketing Research – Managing Marketing Information to Gain Insights | 0:21:58 | 39 | |
| Modue 2: Customer-Driven Marketing Strategy: (22%–27%) 01:46:14 total video length 109 total reading pages |
2.0 Introduction | 0:00:55 | – |
| 2.1 Consumer Behavior | 0:00:34 | 33 | |
| 2.1.1 What is Consumer Behavior? | 0:14:04 | – | |
| 2.1.2 Psychological Factors Affecting Consumer Behavior | 0:13:24 | – | |
| 2.1.3 The Decision-Making Process | 0:21:22 | – | |
| 2.2 Segmentation | 0:17:30 | 39 | |
| 2.3 Targeting | 0:07:39 | – | |
| 2.4 Differentiation and Positioning | 0:13:32 | – | |
| 2.5 Business-to-business Markets | 0:17:14 | 37 | |
| Module 3: Marketing Strategy Implementation: Marketing Mix (40%–50%) 02:31:08 total video length 243 total reading pages |
3.0 Introduction | 0:01:32 | – |
| 3.1 Product and Service Management | 0:36:22 | 32 | |
| 3.2 Branding | 0:16:25 | – | |
| 3.3 New Product Development | 0:16:16 | 28 | |
| 3.4 Pricing Strategies and Customer Value | 0:14:35 | 18 | |
| 3.5 Distribution Channels and Logistics – Delivering Customer Value | 0:16:37 | 71 | |
| 3.6 Integrated Marketing Communications/Promotion | 0:17:38 | 94 | |
| 3.6.1 Case Study | 0:10:25 | – | |
| 3.7 Marketing Application in e-Commerce | 0:11:10 | – | |
| 3.7.1 Case Study | 0:10:08 | – | |
| Module 4: Role of Marketing in Society (5-7%) 00:18:06 total video length 35 total reading pages |
4.0 Introduction | 0:00:42 | – |
| 4.1 Ethics | 0:13:48 | 35 | |
| 4.2 Nonprofit marketing | 0:03:36 | – |
