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Online marketing course curriculum

Our online marketing course curriculum introduces you to the theory and techniques successful advertising, marketing, communications, and public relations professionals use every day. This info-packed course targets nearly every facet of this fascinating industry from the development of creative messaging to consumer strategy, media planning to brand identity.

Curriculum Lessons

Lesson 1: Learning at Ashworth  

The goals and values of Ashworth College; time management; creating a realistic weekly and monthly study schedule; the nature and purpose of assessments; how to study effectively to prepare for and take an online examination; developing the skill sets necessary for success in the twenty-first century.

Lesson 2: Concepts in Small Business and Self-Employment  

Evaluating your business idea; setting yourself apart from the competition; market testing; investment funding and donation funding; qualities of an entrepreneur; crowdfunding and angel investors.

Lesson 3: Introduction to Advertising  

Characteristics of a successful campaign; the marketing, economic, communications and societal implications of advertising; roles of the agency, vendor, media and audience; the evolution of advertising; implications of the global marketplace; niche marketing; interactive advertising.

Lesson 4: Advertising and the Marketing Process  

The marketing, economic, communications and societal implications of advertising; roles of the agency, vendor, media and audience; the evolution of advertising; implications of the global marketplace; niche marketing; interactive advertising. What is marketing? The role of advertising in the marketing plan; consumer, business-to-business, industrial, institutional, and reseller markets; the marketing mix; market segmentation; producer-to-consumer distribution channels; ad agency structure and function.

Lesson 5: The Consumer Audience  

The dynamics of consumer behavior; identifying target markets; cultural, social and psychological factors that influence buying behavior; core consumer values; the buying decision process.

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Program Description

This program introduces the student to the basics of media development for marketing applications. Topics include the characteristics of successful professionals, the difference between marketing and advertising, building a brand, developing effective ad campaigns, selecting appropriate media, managing customer relationships, and organizing public relations.

Program Objectives

After completing the Marketing Communications program, students will be able to:

  1. Describe the field of marketing communications, explain the characteristics of successful professionals, and identify the different types of marketing-related careers available to students with the appropriate knowledge and training.
  2. Compare and contrast the disciplines of marketing and advertising, and explain the functions, characteristics, and activities involved with each.
  3. Identify the psychological factors that influence consumers and describe how these factors are assimilated into the structure of effective campaigns.
  4. Define the principles of integrated marketing communications (IMC) and describe how companies apply these principles to ensure messages are heard by both consumers and businesses.
  5. Define the advertising management process and explain how a company's mission, products, and services impact its advertising programs.
  6. Describe the criteria for creative, effective advertising and marketing messages, giving consideration to the message's strategic purpose, intended media, aesthetic intent, and target audience.
  7. Define and describe consumer and trade promotions and explain how they are developed and designed based on their objectives and intended market.

Building a campaign for career growth

Ashworth College API Program Name Career Diploma program help you develop the confidence you need to reach for your career goals because we integrate job search prep into your studies. With the online tools at the Ashworth EDGE, you’ll get step-by-step guidance as you create polished, professional resumes and letters. After you graduate, you’ll keep your Ashworth EDGE account so you can revisit the tools any time you need to make a good impression on a potential employer. Learn more about it at the Career Services page.

Ready to get started?

Advance your career in our online API Program Name program. Call 1-800-957-5412