You will need to understand concepts as well as recall terms and definitions. Know thyself - especially when it comes to the reception, interpretation, and retention of information. Some are primarily visual learners so reading and rereading is helpful. In addition, the learning process is enhanced through writing - thus homework and written work. While highlighting is helpful - jotting down terms, concepts, explanations, and completing chapter reviews will help improve your recall of the information.
Marketing is pervasive.
Examples of marketing principles can be found everywhere. Identify these principles as they apply to your daily life. This will help you incorporate the information and make application problems easier.