MKT 320F - Foundations of Marketing

Course Number Course Title Day & Time Course Fee Register
MKT 320F Foundations of Marketing Online $850.00
Course Type:
Self-Paced Online

Upon successful completion of this course, you will be able to:

  • Explain the evolution of the marketing concept, including the historical context of changes in the concepts of marketing, and the role that marketing currently plays in the interaction between business and society.
  • Demonstrate an understanding of business strategy options within an organization and connect it to the development of marketing strategy.
  • Apply the basic framework of the marketing process, including the situation analysis, marketing strategy development, and marketing mix decisions, to key issues that marketers encounter in implementing marketing strategy.
  • Demonstrate an understanding of the value, use, and implications of market research using common tools and methods as part of a critical analysis of a marketing situation.
  • Evaluate marketing decisions and their potential business impacts using key marketing terminology, tools, and tactics.

View syllabus.

This course is independent study and is self-paced. Students have five months upon registration in which to complete all coursework.

Textbook(s) and Materials:

All materials for this course (readings, cases, practice problems and quizzes, etc.) have been embedded electronically within the UT Canvas learning management system. Before you can access the materials, you must pay for your materials via a portal within the course (cost is approximately $60). No additional bookstore fees are required.

The final exam must be taken in person at an approved testing center (learn more). Proctoring fees vary by site and are not included in the course fee.

Official UT Austin Description:

Introduction to basic concepts and terminology in marketing: the process of developing marketing strategy, the role of marketing activities within the firm, external influences that affect the development of marketing strategy, and basic analytical tools appropriate to marketing decision making. 


45 hours of college coursework.

Students should contact the University Extension advisor with any questions about prerequisites or placement in our courses. All students should contact their academic advisor with any questions about how this course fulfills their degree requirements.