Course Description

This course is designed to introduce the fundamentals of contemporary marketing through the discussion of theoretical and practical aspects of modern marketing management and application of marketing principles to a real-world case. Students will learn the basic concepts of the marketing definition, consumer behaviour, and the principal marketing functions: strategy, product development, branding, pricing, distribution, communication, research, and planning.

Learning Outcomes

  • Students will understand the importance of basic marketing concepts to make informed marketing   decisions.
  • Students will learn the methods of determining target markets, market segmentations, conducting marketing research in business, including research design, questionnaire development, data collection procedures, data analysis, presentation of results, and client management, and to apply these methods to a marketing research client project. 
  • Students will gain an understanding of the differences between and uses of quantitative and qualitative   approaches in marketing research.
  • Students will develop an appreciation for the unique ethical considerations in the marketing research field.