Principles of Marketing

This course introduces the fundamental decisions marketers make to create, communicate, deliver, and capture customer value. Students examine how organizations understand customers, develop products and brands, set prices, select distribution channels, and communicate through advertising, digital marketing, social media, influencers, and personal selling. The course also explores consumer behavior, marketing research, segmentation, positioning, business markets, competition, the marketing environment, and responsible marketing. Current brand examples and applied activities help students evaluate marketing decisions from customer, company, and stakeholder perspectives.

Learning Outcomes

After successful completion of this course, students will be able to:

• Explain how marketing creates value for customers, organizations, and society.
• Analyze customers, competitors, and market conditions using relevant information.
• Apply segmentation, targeting, and positioning to a marketing opportunity.
• Evaluate decisions involving products, brands, pricing, promotion, and distribution.
• Compare marketing communication tools, including advertising, digital media, social media, influencers, and personal selling.
• Evaluate the ethical and social consequences of marketing decisions.