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.)
Upon successful completion of this course, students will have the knowledge and skills to:
Define marketing and its role in creating value for consumers, society, and organizations.
Examine an organization's strengths and limitations, core competencies, and key success factors in the context of the analyzed micro- and macro-environments.
Analyze the personal and interpersonal influences on consumer behaviour and the steps to making a purchase decision.
Apply the segmentation, targeting, and positioning (STP) process.
Differentiate between the four elements of the marketing mix and integrate them in a balanced, strategic marketing plan for an existing brand.