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:
  1. Understand the importance in business practice of being marketing oriented.
  2. Describe a range of common strategies for use with each of the various marketing mix tools: product, pricing, promotion, and distribution.
  3. Recommend and justify an appropriate mix of such strategies to form a cohesive overall strategy for a given marketing task or situation.
  4. Use examples from current events, as well as more formal case studies, to apply, illustrate, and discuss different marketing strategies.
  5. Critically think about the importance of effective business communications in all aspects of marketing management.
Preparations Materials: Armstrong, Gary, Philip Kotler, and Marc O. Oprensnik (2020), “Marketing: An Introduction, 14th Global Edition,” Pearson Education Limited
Materials Introduction to Marketing_Taeshik Gong
Evaluation
Lesson Plan
Last Updated April 15, 2022
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