Unit Overview
Marketing is not “just advertising.” It’s the process of understanding customers and creating an offering that fits their needs better than alternatives. Strong marketing connects what people want with what a business can deliver—at a price and in a way that makes the organization sustainable.
In this unit, you’ll learn how markets behave (including supply and demand), how to research customers and competitors, how to define a value proposition, and how to build a brand that earns trust. You’ll also explore pricing and positioning— the strategic choices that determine who you serve and why they choose you.
Learning Objectives
- Explain how supply and demand shape prices and customer behavior in real markets.
- Conduct basic market research and identify customer segments and competitor alternatives.
- Write a clear value proposition and describe a target customer profile.
- Define the basics of branding, including trust, differentiation, and consistent messaging.
- Compare pricing strategies and explain how positioning affects marketing decisions.
Lessons in This Unit
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Lesson 3.1: Markets, Supply, & Demand
How markets work: buyers, sellers, competition, and how price signals coordinate decisions.
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Lesson 3.2: Market Research Basics
Customer discovery, surveys vs interviews, competitor analysis, and finding real demand.
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Lesson 3.3: Segmentation, Targeting, & Positioning
Choosing who you serve, what you stand for, and how you win in a crowded marketplace.
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Lesson 3.4: Branding & Messaging
Brand as trust: identity, credibility, voice, and consistent communication across channels.
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Lesson 3.5: Pricing Fundamentals
Pricing strategies, willingness to pay, value-based pricing, and common pricing mistakes.
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Lesson 3.6: Promotion, Channels, & Go-To-Market
How products reach customers: channels, funnels, basic metrics, and launch planning.
Unit Assessment
After completing all lessons, students should:
- Complete the Unit 3 Quiz
- Submit a one-page target market and positioning brief for a product or service
- Build a simple pricing rationale (who pays, what value they get, and why the price makes sense)
Self-Paced Learning Guidance
Marketing becomes clear when you apply it. Pick one real product (a business you know, a nonprofit, or your own idea) and use it as a running case study. After each lesson, write down one practical output: a customer profile, a value proposition, a positioning statement, or a pricing hypothesis.