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MKTG.2010-002/207, Marketing Principles

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Welcome to Marketing Principles

This is an introductory course in marketing. The goal of this course is to introduce you to the world of modern marketing. The role of marketing in the economy will be studied. The elements of the marketing mix - product, distribution, promotion, and pricing-are discussed in the context of environmental forces rewarding and constraining business activity. 

Goals of the Course

Upon completion of the course, a student will be able to demonstrate the following for a new or existing product or service:

  • Complete a marketing SWOT analysis;
  • Use target customer needs to create value for one or more market segments through products/servicedevelopment, branding, and packaging;
  • Analyze a channel, supply chain, and distribution plan;
  • Develop an integrated communications plan including supporting marketing activities for an identified
    segment (s);
  • Create a marketing plan that integrates a SWOT analysis, marketing strategies, and implementation and measurement plans; 
  • ​Acquire a better understanding of how data analytics is changing the world and consider how to analyze the data; and
  • Acquire a better understanding of what marketing means and define common marketing terms.

Apart from these, this course will strengthen your ability to work effectively in teams. Additionally, it will help you to refine your oral communication skills – skills that students must possess to become employable.

Required Text

Grewal and Levy, Marketing, Paperback 6 th edition, McGraw Hill-Irwin Publishing Co,
MHID: 1259924033 / ISBN: 9781259924033.  A digital or rental version is also available from McGraw-Hill for less money.