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Introduction to Marketing

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COURSE DETAILS

Title Introduction to Marketing (2019)
Field of Study Business
Type Academic course
Credits 3
Contact hours 45
Schedule
Course code APS2009
Course number
Description

This course provides students with a decision oriented overview of marketing management in modern organization. This course also provides you with a broad introduction to marketing concepts, the role of marketing in society and in a firm, and the various f actors that influence marketing decision making. It provides you key frameworks and tools for analyzing customers, competition, and marketing strengths and weakness. This course will help you develop insights about creative selection of target markets and blending marketing decisions related to product, place, promotion, and price to meet the needs and wants of a target market.

Objective 1) To understand the theory, “language of marketing” (i.e., terms, concepts, and frameworks) and purpose of marketing and its relationship to the everyday lives of consumers, businesses and organizations. 2) To understand the concepts surrounding a marketplace, and the microenvironment and macro environment factors affecting marketing. 3) To conceptually understand a Custom er Driven or Customer Relationship Marketing Strategy.
Preparations Marketing: the core, 6th ed. Or 7th ed. Kerin, Hartley and Rudelius. McGraw Hill Publishing Company
Materials
Evaluation
Participation
10%
Assignment
20%
Midterm exam
35%
Final exam
35%
Last Updated January 29, 2020
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