Course Details
Title | Introduction to Marketing |
Field of Study | Business, Economics |
Professor | hanyang (summerschool@hanyang.ac.kr) |
Type | Academic course |
Credits | 3 |
Contact hours | 45 |
Schedule | Afternoon |
Course code | APS2009 |
Course number | 18005 |
Description | This course will expose you to fundamental marketing concepts and provide insights into how these concepts are applied by practitioners in the "real" world. Marketing is an essential role of every business organization and marketing activities must be performed for the survival of every business organization. Marketing activities is delineated across four areas, called the marketing mix. The marketing mix defines tactics in the areas of product, price, promotion, and distribution decisions. This course is designed to be an introduction to the concept of marketing mix for the future manager. It is designed to give you an overview of basic marketing theory and to introduce you to the elements of marketing practice through topics such as the environment of business, market planning, information, and segmentation, buyer behavior, marketing research, developing and marketing goods and services, and pricing, distribution, and promotion. This course acquaints students with the present-day challenges of marketing professionals and introduces students to the tools and methods marketing professionals use to make decisions. |
Objective |
Upon the successful completion of this unit, you will be able to:
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Preparations | Materials: Armstrong, Gary, Philip Kotler, and Marc O. Oprensnik (2020), “Marketing: An Introduction, 14th Global Edition,” Pearson Education Limited |
Materials |
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Evaluation |
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Lesson Plan |
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Last Updated | April 15, 2022 |