Curriculum for Our Online Marketing Associate Degree

Program Goal and Outcomes

Program Goal

To provide students with the education they need to join an established business in an entry-level capacity, or provide a foundation for further training.

Program Outcomes

Upon completion of the program, students will be able to...

Demonstrate effective written and interpersonal communication skills
Demonstrate a high level of inquiry, analytical, and problem-solving skills
Demonstrate effective quantitative skills
Demonstrate computer and information literacy
Demonstrate an understanding of the liberal arts, natural sciences, and social sciences
Demonstrate an understanding of the principles and processes involved in the functional areas and the need for collaboration among the different functions
Discuss the management function and application to the business organization
Understand the steps of the accounting cycle and utilize financial document information as a management tool to plan, and track the financial status of a business
Discuss the factors affecting marketing and implementation plans to promote the business's products or services by understanding marketing principles, how relevant marketing information is obtained, consumer buying habits, and retailing methods
Discuss and apply ethical and legal standards to the business environment
Demonstrate an understanding of basic economic theory
Discuss key advertising principles, including how advertising influences consumer buying habits and techniques used to market products and services
Describe the steps of problem formation, research design, data collection, sampling, analysis and interpretation of data, and report preparation and delivery

Semester 1

Basic Skills Assessment

All degree applicants are required to complete two Basic Skills Assessments, one in reading and one in math, to determine their level of readiness for beginning their selected program. Additional studies may be required.

Business Orientation (1 credit)

Succeed by learning how to use your Penn Foster program, and learn how to effectively manage your time, talents, and resources in your personal life, academics, and in your career.

Objectives:

Understand how to use your Student Portal.
Access the Penn Foster Community and use it to find answers.
Connect with Penn Foster on various social media sites.
Examine your individual life goals and the steps needed to fulfill them.
Recognize how your personal financial goals mirror that of most businesses.
Use time management skills to make the most of your day.
Determine personal financial goals.
Set up a typical budget.
Explain why creative thinking, research, planning, gathering resources, and production and marketing are vital for the start-up and maintenance of a business.

Information Literacy (1 credit)

Get better at finding and using information!

Objectives:

Search the Internet more effectively.
Get tips about search engines and reliable websites.
Learn how to search libraries and other information centers for important, useful information.

Introduction to Business (3 credits)

This course is designed to introduce you to basic business concepts, theories, and perspectives. It will serve as a basis for further learning in your program.

Objectives:

Understand the principles of business ethics and basic economics.
Compare the different types of business ownership.
Describe the basics of organizational structure.
Identify the differences between management and leadership.
Understand the importance of information technology in today’s business environments.

Principles of Management (3 credits)

This course familiarizes the student with both the business environment and the manager's role within it. It covers decision making, planning, organizing, leading, and controlling, as well as developing an ethical perspective.

Objectives:

Summarize the functions of management and the basic steps in various planning processes
Explain how to make effective decisions as a manager and a leader
Describe the fundamental elements of an organization's structure and the components of an organization's competitive environment
Explain principles for setting goals that motivate employees, why companies develop control systems, and why teamwork is beneficial
Analyze why diversity is a critical organizational issue, the criteria for technology decisions, and managing change

Textbook: Management, 5th Edition

Art Appreciation (3 credits)

In this course, you will gain an understanding of artistic media, historical periods and artistic movements, the roles of the artist and the viewer, and the principles of art criticism.

Objectives:

Define the language, visual elements, and principles of design of art
Identify two-dimensional media
Identify three-dimensional media
Explain the evolution of art from ancient Mediterranean cultures through eighteenth century Europe
Identify features and popular examples of art throughout the history of African, Asian, Pacific, and American cultures
Compare the genres of the Modern and Postmodern eras of art from around the world

Additional Course Material:
Textbook: Living with Art, 11th Edition

Mathematics for Business (3 credits)

This course will hone your math skills so you are able to successfully use them in business and finance industries.

Objectives:

Use percentages, discounts, and interest formulas effectively.
Analyze present worth and sinking funds.
Understand how to buy in installments and price merchandise.
Explain depreciation, insurance, equations, and formulas.
Discuss investments and statistics.

Additional Course Material:
Textbook: Practical Business Math Procedures

Proctored Exam

You will be required to complete a proctored exam on selected courses each semester. These assessments will evaluate the knowledge and skills that you learned during the semester. You choose the time, the location, and the qualified exam supervisor.

Semester 2

Computer Applications (3 credits)

This course will allow you to build your computer skills through a combination of reading and hands-on practice. You will navigate popular software tools such as Windows® and Microsoft® Office.

Objectives:

Create, edit, and illustrate Microsoft® Word™ documents.
Apply formulas and functions to large data sets in Microsoft® Excel.®
Incorporate useful charts and graphs to summarize data.
Add, delete, sort, and lay out table data.
Create presentations in Microsoft® PowerPoint® using advanced tools, tables, and charts.

English Composition (3 credits)

This course will allow you to polish and enhance your writing skills.

Objectives:

Effectively use free writing and brainstorming.
Perfect your ability to edit and revise your writing.
Apply techniques for getting the reader’s attention.
Write descriptive essays, first-person narratives, reflective essays, persuasive essays, and effective thesis statements.

Additional Course Materials:

Textbook: Successful College Writing
Supplement: The Little, Brown Essential Handbook

Financial Accounting (3 credits)

This course will allow you to develop a basic understanding of the principles of financial accounting.

Objectives:

Understand important accounting principles and concepts in order to prepare basic financial statements.
Understand the fundamentals of bookkeeping while using the general journal, general ledger, and trial balance to prepare financial statements.
Account for inventory, the use of different inventory costing methods, and their effects on financial statements.
Distinguish between different liabilities and account for and report current liabilities and long-term debt on the balance sheet.
Prepare a statement of cash flows using the direct and indirect methods and evaluate the company’s performance as it relates to cash.

Additional Course Material:
Textbook: Financial Accounting

Marketing (3 credits)

In this course, you'll learn the Marketing techniques fundamental to the success of any business.

Objectives:

Analyze the concept of marketing in a societal and global sense.
Learn the four areas of strategy in marketing.
Identify the principles of product, price, promotion, and distribution by considering interesting examples of real organizations.
Explore how environmental factors affect designing strategies for marketing.

Additional Course Material:
Textbook: Marketing

Arts and Humanities Elective (3 credits)

Choose one...

HUM104 - Music Appreciation

In this course, you'll understand how to appreciate music by learning about the roles of the composer and the listener, the principles of music theory and instrumentation, musically significant historical periods, and varying styles of music.

Objectives:

Identify the building blocks of music a composer can use to create a piece, such as rhythm, melody, harmony, texture, form, and timbre
Explain the evolution of Western music through history, from the Middle Ages to the twenty-first century
Differentiate between the music of the baroque era and the musical styles of previous time periods
Recognize the major characteristics of classical music, including form, melody, and instrumentation
Discuss the musical trends and innovations that occurred during the romantic era
Trace the evolution of American popular music in the twentieth century
Recognize the influence of world music on modern Western composition

Additional Course Material:
Textbook: Experience Music, Fourth Edition

ENG115 - Introduction to Literature

This course will allow you to develop your critical thinking skills and broaden your knowledge of literature.

Objectives:

Identify themes and forms of literature.
Define the main genres of literature—poetry, fiction, and drama.

Additional Course Material:
Textbook: Perrine’s Literature: Structure, Sound, and Sense

Social Science Elective (3 credits)

Choose one...

SSC130 - Essentials of Psychology
This course will introduce you to the relationship between biology and behavior. You will learn about human development throughout the life span.

Objectives:

Identify major psychological theories.
Discuss consciousness, memory, thought, and language.
Define intelligence, personality, and stress.
Analyze the role of gender in psychology.
Explain how community influences behavior.

Textbook: Psychology and Your Life

SSC105 - World Civilizations
This course will allow you to understand the importance of studying history as it relates to the individual and society as a whole.

Objectives:

Discuss the major events of the sixteenth through twentieth centuries.
Explain the consequences of events and the trends that they cause.

Textbook: Understanding World Societies: A Brief History: Volume 2

SSC125 - Introduction to Sociology
This course is designed to introduce you to social structure and social interaction through groups, networks, and organizations. Study politics, the economy, population, social movements, technology, and social change.

Objectives:

Describe deviance, crime, and social control.
Discuss the effects of stratification, racial and ethnic inequality, sex, gender, and sexuality.
Examine the role of health, family, education, and religion in human behavior.

Textbook: Seeing Ourselves and Society: The Basics

Proctored Exam

Semester 3

Economics 1 (3 credits)

This course will provide an overview of macroeconomics and the modern market economy. Law of supply and demand, the cost of living, monetary systems, international factors, and short-run economic fluctuations will be examined and discussed.

Objectives:

Explain the economic systems and the economic perspective
Identify the key factors in macroeconomics and how economists study the economy as a whole
Explain the macroeconomic models and fiscal policies
Explain money, banking, and financial policy
Explain extending analysis of aggregate supply, current issues in theory and policy, and international economics
Analyze foreign exchange and investment and the effects each nation’s economy has on another nation’s economy

Additional Course Material:
Textbook: Macroeconomics

Managerial Accounting (3 credits)

This course provides an introduction to managerial accounting; analysis: C-V-P and management; budgeting and performance evaluation; decentralized operations; differential analysis and product pricing; capital investment analysis, and cost activities.

Objectives:

Analyze the various concepts related to managerial accounting and the cost accounting
Show the different tools of management used for the decision-making process
Identify the various budget analysis processes and the performance measurements for decision making
Analyze the various components of capital budgeting, cash flow statements, and ratio analysis
Solve examples of real-world accounting problems using knowledge of accounting forms and equations

Textbook: Managerial Accounting

Intermediate Algebra (3 credits)

Study basic algebraic concepts. Review the systems of equations, polynomials, and radicals. Learn how to factor polynomial expressions and simplify rational expressions.

Objectives:

Explain basic algebraic concepts
Solve and graph linear equations and inequalities
Analyze relations, functionality, and systems of linear equations
Prepare algebraic operations on polynomial and rational expressions and equations
Solve problems involving radicals and complex numbers

Additional Course Material:
Textbook: Intermediate Algebra

Business and Technical Writing (3 credits)

This course provides an introduction to the various methods of organizing material for a professional setting. Students will compose business documents using the ABC method. These include memos, emails, outlines, reports and proposals, descriptions, and organizing materials. Students also work on honing their grammar skills.

Objectives:

Describe the basics of the writing process and the ABC method of organizing material for a document
Identify the parts of speech in a sentence
Demonstrate correct pronoun use
Choose proper and effective words for writing documents
Identify the elements of a well-written sentence
Demonstrate how to use length, directness, emphasis, and variety to craft impactful sentences
Explain how to construct a coherent paragraph
Describe how to write an effective cover letter and resume
Format and write an interoffice memorandum, a routine business letter, and an effective email
Identify the different ways to write for blogs, the Internet, and social media
Describe how to create an organized formal outline
Identify the types of research and methods of documentation used in business and technical writing
Explain how to create visual interest and clarity in reports with illustrations, tables, graphs, charts, and overall design
Explain the purpose and importance of various types of informal reports
Describe the nature of formal reports and identify their components
Differentiate among external, internal, informal, and formal proposals
Describe an object or a process and prepare a set of instructions
Describe the preparation and submission of professional and technical articles and manuals

Advertising Principles (3 credits)

Students will learn about the global effect of advertising and integrated marketing communications (IMC), as well as how to use advertising and IMC strategies to create compelling marketing strategies and campaigns.

Objectives:

Describe the impact that advertising and marketing have on society
Explain how marketers determine consumers’ purchasing motives and incorporate that information in the marketing mix
Describe the importance of a creative IMC plan
Identify ways that copy and print, electronic, and digital interactive media are used effectively in marketing
Explain the importance of social media, supplemental media, and relationship building in marketing strategy

Additional Course Materials:
Textbook: Contemporary Advertising and Integrated Marketing Communications

Science Elective (3 credits)

Choose one...

SCI120 - Introduction to Biology
This course will allow you to explore the origin of life and the relationships among all living things.

Objectives:

Explain how organisms are structured and how they work.
Discuss the various forms of life and their processes.

Textbook: Essentials of Biology

SCI140 - Nutrition
This course will allow you to develop a healthier lifestyle by making smarter nutritional decisions.

Objectives:

Explain the various components of nutrition as a science.
Describe nutrition from a global viewpoint.
Understand the importance of water and exercise.
Identify the basics of human growth and aging.
Discuss food safety procedures.

Textbook: Personal Nutrition

SCI110 - Earth Science
This course will allow you to learn about planet Earth and the various aspects of the environment.

Objectives:

Describe specific characteristics of Earth.
Describe different types of rocks and minerals.

Textbook: Earth Science

Proctored Exam

Semester 4

Business Statistics (3 credits)

This course will provide you the opportunity to explore statistics and how they affect business.

Objectives:

Interpret and present data.
Analyze frequency distribution, averages, dispersion, and index numbers.
Conduct time series analysis.
Forecast business.
Apply the theory of probability and statistical inference.

Additional Course Material:
Textbook: Statistics for Business and Economics

Business Law 1 (3 credits)

This course is an introduction to the legal environment of business. Topics covered include American court practice and procedure, alternative dispute resolutions, employment law, business organization and regulation, contract law, and agency relationships.

Objectives:

Explain the sources of law.
Discuss the judicial process and alternative dispute resolution.
Describe different forms of business organization and their characteristics.
Explain the elements of contracts and rules pertaining to contracts.
Explain the law of agency and laws concerning employment.

Additional Course Material:
Textbook: Business Law with UCC Applications

Consumer Behavior (3 credits)

Explore the conditions that influence consumer behavior, and examine the consumer decision-making process.

Objectives:

Analyze individual differences in consumer behavior and explain how these differences affect research and marketing.
Discover factors that shape consumer behavior and motivation.
Identify the various environmental influences on purchase and consumption decisions.
Learn how research has affected retailing and the infusion of innovations in global marketing strategies.

Additional Course Material:
Textbook: Consumer Behavior

Marketing Research (3 credits)

Learn the language of marketing research and explore why it’s so important to all organizations.

Objectives:

Describe the purpose of marketing research, as well as the steps in the marketing research process
Recognize how a marketing research project is designed Identify the different methods of performing research and collecting data
Explain how research data is prepared and analyzed
Describe how to examine relationships in research results and communicate the findings

Additional Course Material:
Textbook: Basic Marketing Research

Speech (3 credits)

This course provides students with a foundation in the basic concepts of public speaking. Students will learn how to research, organize and write effective speeches, incorporate presentation aids, and rehearse and deliver speeches effectively. Students will prepare, rehearse, record and submit speeches in a number of rhetorical styles to be graded.

Objectives:

Describe how to effectively use of the 10 necessary steps to preparing and presenting a public speech
Demonstrate effective delivery and presentation techniques through practice and rehearsal
Show how to effectively organize and present a narrative/personal experience speech
Make effective presentation aids to enhance your public speaking
Produce a speech to inform your audience of a product or service
Prepare a speech to persuade your audience on a topic in which you are personally invested
Demonstrate the key elements of public speaking through a variety of formats and occasions

Retail Management (3 credits)

This course is designed to introduce students to retailing in a rapidly changing environment. Topics covered include organization of retail stores, basics of retailing, management of a successful retail business, and merchandising principles.

Objectives:

Describe the functions retailers perform and the variety of decisions they make to satisfy customer’s needs
Describe the different types of food, merchandise, and service retailers; and their ownership structures
Examine how retailers use and coordinate multiple selling channels—stores, the Internet, catalogs, and so on to — interact with their customers
Discuss the process that consumers go through when choosing retail outlets and buying merchandise and how retailers can affect this buying process
Describe the development of retail market strategy
Examine the financial strategy associated with the market strategy
Describe the types of retail locations available to retailers
Identify the factors considered during the site selection process
Look at the firm’s organization and human resource strategies
Examine systems used to control the flow of information and merchandise
Detail approaches that retailers take to manage relationships with their customers
Provide an overview of how retailers manage their merchandise inventory
Explore how retailers buy merchandise from vendors—their branding options, negotiating processes, and vendor relationship-building activities
Address the question of how retailers set and adjust prices for the merchandise and services they offer
Look at the approaches that retailers take to build their brand image and communicate with their customers
Describe how to improve the ability of workers through efficient recruiting, socializing, and training
Explain how retailers can create a more appealing shopping experience by taking into account the store’s layout and design and visual merchandising
Identify how retailers can build a competitive advantage through customer service

Textbook: Retailing Management

Proctored Exam

Online Marketing Associate Degree Program Details

Program Goal and Outcomes

Semester 1

Semester 2

Semester 3

Semester 4

Additional Details

Penn Foster College Accreditation & Licensing Details

Surround Sound Support

Progress Tracking and Goal Setting Tools

Student Community

Sample Marketing Lesson