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There are no required prerequisites for this course. However, marketing isn't just art. It is also about numbers. Students who have taken finance, economics, and accounting find it easier to grasp many of the principles.

Course Learning Outcomes

Students should develop an understanding of all four elements of the marketing mix and become exposed to the management process. Though the course is broad in nature and covers many topics, we stress the interdependency of all four elements of the marketing mix. In that way, as we move from topic to topic, we are not shifting gears, but rather building upon a growing foundation of business knowledge that would be considered fundamental to any business advisor. Students will become familiar with the range of marketing mix, the environmental factors, and the challenges and decisions implicit in strategic marketing management. This is an introductory course, so students may not emerge as qualified practitioners, but they will emerge with an understanding of the importance and integrated nature of the following questions:

Course Materials

Handbook of Marketing Practices EBook

To purchase the "Handbook of Marketing Practices Ebook" please do the following:

Please note: The e-book cannot be purchased through the BYU Bookstore; you must purchase the e-book through the MyEducator website.

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Course Organization

Be prepared to spend time away from home as you complete assignments that involve more than reading and answering questions. In some cases, you will arrange your own field trip to a grocery store or shopping mall to gather information you need to complete your assignments.

This is also a warning! Many independent study classes involve reading and answering questions, and occasionally students wait until the last minute to begin. Don’t get caught! This class will require a good deal of time and effort outside the comfort of your warm chair and home computer.


  1. Societal Orientation
  2. Consumer Trends
  3. Global Customization vs. Standardization
  4. Sustainability and Green Marketing
  5. Marketing Research Participant Observation
  6. Consumer Motivation Research Using Projective Techniques
  7. Person-Situation Segmentation Matrix and Unique Selling Proposition (USP)
  8. Top Brands Comparison
  9. Services Marketing—Seattle Pike Place Fish Market
  10. Pricing Strategy Online versus Brick & Mortar
  11. Effective Advertising
  12. Crowdfunding
  13. Retail Distribution
  14. Bottom-up Ideas
  15. Competitive Angle
  16. Dimensions of Service Quality
  17. Compelling Demonstration


Please Note: You must complete all of your assignments and quizzes to recieve a grade in this course.

Lesson Quizzes

At the end of each lesson you will take an online multiple-choice quiz. These quizzes range from 10 to 45 questions. The quizzes cover the readings from the e-book, the instructor commentary and any other assigned videos or readings contained in the lesson. These quizzes are open book and there is no time limit, so take your time to answer the questions. These quizzes will make up 25% of your final grade. You will not be able to retake the quiz once it is submitted.

Portfolio Assignments

At the end of lessons 3, 6, 9, 12, 15, and 18 you will be asked to submit a portfolio assignment. Each of these portfolios is worth 7.5% of your final grade. These portfolios will contain all of your assignments for the respective lessons within the portfolio. Before you submit your portfolio, you must complete all the assignments contained in the portfolio.

The assignments must be submitted in Microsoft Word format. When submitting your assignment, make sure you include your name in the file name: “DougWittLessonOneAssignment.docx”.

Please submit your portfolio as one Word document.

Please submit your best work on these assignments. This is a business management class. More important, it is a marketing course and you should think of the instructor as a client. Everything you create should be well formatted and easy to read just as if you were communicating to a prospective client of your marketing firm. Everything counts! Spelling, grammar, format, etc.

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This course contains three exams. Exam one covers the material from lessons 1–7, exam two covers material from lessons 8–13 and the final exam is comprehensive, it covers lessons 1–18. The exams consist of 50–100 multiple-choice questions; they are closed book and closed note.

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Please Note: You will not receive your final course grade until all of your assignments have been submitted and graded and you have completed all of the course quizzes.

Grade Breakdown

25% 18 Lesson Quizzes (1.38% per quiz)
45% 6 Graded Assignments (7.5% per assignment)
14% 2 Midterms (7% per exam)
16% 1 Final Exam
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%
E (fail) 0%—59%

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Copyright Notice

The materials used in connection with this online course are only for the use of students enrolled in this course for purposes associated with this course and may not be retained or further disseminated. Any copying or further dissemination of these materials may be subject to applicable U.S. Copyright Laws. For questions or more information, please visit the BYU Copyright Licensing Office website.

“Members of the BYU community who willfully disregard this Copyright Policy or the BYU Copyright Guidelines place themselves individually at risk of legal action and may incur personal liability for their conduct. The unauthorized use or distribution of copyrighted material, including unauthorized peer-to-peer file sharing, may subject individuals to civil and criminal liabilities, including actual and statutory damages, costs and fees of litigation, fines, and imprisonment

Violations of the Copyright Policy may result in university disciplinary action including termination of university enrollment or employment.” (Emphasis added. Excerpt taken from the BYU Copyright Policy)

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University Policy - Title IX Statement

Preventing & Responding to Sexual Misconduct

In accordance with Title IX of the Education Amendments of 1972, Brigham Young University prohibits unlawful sex discrimination against any participant in its education programs or activities. The university also prohibits sexual harassment—including sexual violence—committed by or against students, university employees, and visitors to campus. As outlined in university policy, sexual harassment, dating violence, domestic violence, sexual assault, and stalking are considered forms of "Sexual Misconduct" prohibited by the university.

University policy requires all university employees in a teaching, managerial, or supervisory role to report all incidents of Sexual Misconduct that come to their attention in any way, including but not limited to face-to-face conversations, a written class assignment or paper, class discussion, email, text, or social media post. Incidents of Sexual Misconduct should be reported to the Title IX Coordinator at t9coordinator@byu.edu or (801) 422-8692. Reports may also be submitted through EthicsPoint at https://titleix.byu.edu/report or 1-888-238-1062 (24-hours a day).

BYU offers confidential resources for those affected by Sexual Misconduct, including the university’s Victim Advocate, as well as a number of non-confidential resources and services that may be helpful. Additional information about Title IX, the university’s Sexual Misconduct Policy, reporting requirements, and resources can be found at http://titleix.byu.edu or by contacting the university’s Title IX Coordinator.

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Accessibility Notice

BYU is committed to providing a working and learning atmosphere which reasonably accommodates persons with disabilities who are otherwise qualified to participate in BYU's programs and activities. In this spirit, BYU Independent Study aspires to improve web accessibility for users. While not required by law, the Web Content Accessibility Guidelines (WCAG) 2.0 Levels A and AA provide a wide range of helpful recommendations to make Web content more accessible. BYU Independent Study strives to apply WCAG 2.0 recommendations where feasible, but may deviate from any recommendations that would result in an undue hardship to BYU Independent Study or alterations to program and course content and objectives. If you have questions about accessibility, or if you need to report problems with any accessibility features please see our Accessibilities and Accommodations Web Page.

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Course Policies

These policies are specific to this course. For additional information about general policies, please refer to Independent Study Course Policies page.


18 computer-graded quizzes, 6 instructor-graded assignments. May not be resubmitted.


3 proctored computer-graded exams, may retake each once for a fee.

You must pass the final exam with at least a 60% to pass the course.

Retake an exam for a fee.

Getting Help

Please use the help menu in this course to contact Independent Study or your instructor. You can find a list of free tutors available to BYU Independent Study students on the Free Tutoring Services website.

Note: The Harold B. Lee Library website provides a number of online resources and librarians are available via phone, chat, and email to answer questions about library-related issues.

Inappropriate Use of Course Content

All course materials (e.g., outlines, handouts, syllabi, exams, quizzes, media, lecture content, audio and video recordings, etc.) are proprietary. Students are prohibited from posting or selling any such course materials without the express written permission of BYU Independent Study. To do so is a violation of the Brigham Young University Honor Code.

Copyright © 2016 Brigham Young University. All rights reserved.

Published by the
Department of Independent Study
Division of Continuing Education
Brigham Young University
120 MORC
Provo, Utah 84602-1514