This course is an introduction to the concept of marketing and its impact in both society and individual businesses. The course begins with considering marketing from a broad, societal perspective and a focus is put on the concepts of corporate social responsibility and marketing ethics. From there, an organizational focus is stressed and topics include: marketing planning, creating and managing brands, segmentation, product distribution, pricing strategies and an exploration of creating customer value. Also considered is a study of consumer behavior and the factors that influence consumer decisions.

 

Skill Level: Beginner