Successful businesses use the principles of marketing to attract new customers and retain existing customers in a sustainable, profitable manner. A well-planned, well-executed and integrated marketing strategy that is perceived by customers to be consistently offering them superior value ultimately determines the winners and losers in this competitive game.

Regardless of what role you ultimately play in an organization, an understanding of marketing principles and strategies is essential if you are going to play an active role in the success of the venture.

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. (Note that Marketing Research and Ethics & Sustainability are separate courses in your curriculum and so these topics will not be covered in depth in this course.)

Instructor Biography - Kirstin Appelt

Course Outline - Class of 2018 (updated June 27, 2017)

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