Introduction to Marketing

Course NameIntroduction to Marketing
Course CodeMKT248
DescriptionThis is an examination of the overall marketing system from the marketing decision-maker’s viewpoint. The course emphasizes the 4Ps: product, price, promotion, and place (distribution) as well as planning, research, and organization required to implement marketing concepts.

We examine the marketing of consumer and industrial products and services, profit and not-for-profit institutions, and public and private institutions. Also, we study the managerial, economic, social, and legal implications of marketing activities, policies, and strategies.

Upon successful completion of this course, students will understand and know how to apply key marketing theory and concepts. All theory concerning marketing strategy and marketing research as well as the main promotional mix tools, will be applied in practice. It will be emphasized that each student will definitely come into contact with marketing at multiple points in their life and that understanding this field will be their benefit even though he or she may not use it directly in their field of work. The course emphasizes the 4Ps of the Basic Marketing Mix as well as the planning, research, and organization required to implement marketing concepts. New trends within the marketing sphere will also be assessed through specific case study analysis and guest speakers. During the final part of the term, International Marketing and Strategic Marketing will be discussed.

Because of the recent dramatic changes in the way marketing is conducted through the Internet and social media, a significant portion of the course will be spent on the use of the Internet and social media. We will attempt to balance old and new perspectives through case studies and real-life marketing applications.