Course Description and Competencies

What to Expect

In this course, you will work through three modules. These modules are broken into smaller lessons. Studying this material will build foundational knowledge of marketing in the digital era. You will explore marketing concepts, strategic marketing tools and methodologies, and emerging technologies and trends. Throughout the course, you will find readings and a variety of interactive elements. These include study resources and ungraded practice quizzes to help deepen your understanding of the content. Engaging with these activities reinforces new learning. It also complements the knowledge you bring to this area of study.

Course Competencies

This course covers the following competencies:

  • The learner explains marketing concepts as part of a strategic, interdependent system. 
  • The learner applies strategic marketing tools and methodologies to inform decision-making. 
  • The learner explains how emerging technology and trends impact the marketing industry. 

Assessment

The assessment provides an opportunity to demonstrate your mastery of the competencies in this course. You may attempt the assessment two times before additional support is necessary. If you require further attempts, please contact your Student Experience Team.

1 Final Exam
3 Competency Units

Course Outline

ModuleUpon completion of this module, you will be able to:
Concepts
  • Explain marketing concepts and a typical career trajectory in the marketing industry. 
  • Explain what branding is and how marketers build successful brands. 
  • Explain what a customer is and how a targeted prospect becomes a customer.
Tools
  • Explain the reasons customers buy products and how marketers develop products.
  • Explain how marketers use marketing communication tools, including digital media, to attract and retain customers.
Trends
  • Explain how marketers ethically leverage technology to collect data and expand customer relationships.

Technology Requirements

We want you to have the tools to succeed! Since this course includes at least one proctored test, please be sure to have a working microphone, speakers, and an external webcam. Unfortunately, an internal webcam (built into many laptops) is not acceptable. (Note: The external webcam is required only for exams that have proctors. You do not need one for practice tests and other non-proctored assessments.) If you haven't already, be sure to download the Meazure Learning Guardian browser, which you will need for the proctoring system.

You will need Adobe Acrobat Reader DC. If you haven't already, download this free software. You may encounter an interactive form that contains fields that you can select or fill in. Review how to fill in a PDF form.

You are allowed to use a hand-held calculator on every assessment. Be sure to follow these calculator requirements.

For other details about the technology you'll need, review the Computer System and Technology Requirements. If you have questions about your setup, contact support@academy.wgu.edu.

Key Contacts

Certificate Connect
Check out this online community to take advantage of course resources, including videos and tips from your educators. You can ask and answer questions, provide feedback on your progress, and interact with fellow students. You will find this platform in the Student Resources section of the course. Log on and do some exploring!

Technical Support
If you encounter technical issues, be sure to contact the Help Desk. Just submit a Support Request for assistance.

Program Support
Do you have questions about your account? Student Support has answers. They can help with billing, switching courses, and other requests. You can contact them at (888) 320-0540 or support@academy.wgu.edu.

Accommodations

WGU provides compliant and accessible learning experiences. If you require accommodation, please contact us at the start of the course. You can email disability@academy.wgu.edu.

We are committed to ensuring that all students with disabilities have equal access to WGU's services and materials. We strive to use best practices for accessibility. Our goal is to conform to existing U.S. laws, including the Americans with Disabilities Act and Section 504 and Section 508 of the Rehabilitation Act.

Our learning management system (LMS) platform is Open edX. Open edX’s commitment to accessible content is published in their Website Accessibility Policy.