Introduction to Marketing

This course is designed to provide a broad introduction to the field of marketing. Marketing is far more than just selling or advertising within a business setting; it is a major part of everyday life. This course will illustrate the importance of marketing and will help students develop fundamental marketing knowledge and skills applicable to all specializations within business.

Objectives

At the end of this course the student should be able to: • Examine an organization’s strengths and limitations, core competencies, and key success factors in the context of the analyzed micro and macro environment. • Analyze the personal and interpersonal influences on consumer behaviour and the steps to making a purchase decision. • Differentiate between secondary and primary research, and learn the basics of marketing research. • Apply the segmentation, targeting, and positioning (STP) process • Familiarize with the elements of the marketing mix (product, pricing, promotion, and distribution strategies).

Prerequisites

There are no prerequisite courses.

Syllabus

• Introduction to Marketing philosophy. • Analysing the Environment & Understanding the Market. • Market research. • Consumer Behavior. • Segmentation, targeting, and positioning (STP) process. • Product policies. • Pricing policies. • Promotional policies. • Distribution policies.