Principles of Marketing

Catalog description

This course introduces students to the foundational principles of marketing as a strategic function within business, with emphasis on both domestic and international markets. the course explores how marketing creates value for customers, organizations, and society through the development and execution of data-informed strategies. Students will gain a comprehensive understanding of core marketing concepts including segmentation, targeting, positioning, marketing research, consumer behavior, brand management, pricing strategies, product policy, distribution channels, and integrated communication. The course emphasizes strategic decision-making in real-world contexts and critically examines the evolving roles of digitalization, artificial intelligence, and corporate social responsibility in shaping modern marketing practice. Throughout the semester, students will analyze case studies, conduct simulations, and apply theoretical frameworks to marketing challenges. Particular focus will be placed on how firms create sustainable competitive advantages through international market entry, brand development, and strategic alignment of the marketing mix.