Fundamentals of Marketing

Catalog description

This course provides a comprehensive overview of marketing activities and functions, introducing students to the scope, terminology, and procedures of marketing. Key topics include the analysis of markets, competition, and consumer behavior, along with the assessment of product, price, distribution, and promotion strategies. Students will explore consumer motivation and the processes behind the diffusion and adoption of new goods and services. Additionally, students will engage with a practical component, reviewing the key elements of a marketing plan, including market segmentation, branding, and integrated marketing communications, to understand how these factors work together in marketing strategy.