Principles of Marketing

The course creates a solid understanding of the core principles of marketing both from a theoretical and practical standpoint. Major emphasis will be on the acquisition of marketing skills for planning, drafting and implementing specific marketing strategies, and on preparing students to apply marketing concepts in both local and international business environments.
Marketing is more than advertising. It might be said to include such vital steps as finding a need, helping to design a product and developing and executing a marketing program. At a very fundamental level, it is about creating relationships with customers by providing value ? a relationship that applies to businesses as well as non-profit organizations, political groups and others trying, for instance, to deliver services or build support for their ideas. This course will introduce students to the theory and application of marketing fundamentals, including customer value, consumer behaviour, market research, market segmentation, marketing strategy, and the much-referred-to four Ps (product, price, promotion, and place).