Academic Catalog 2023–2024

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MKT201 Introduction to Marketing

[3–0, 3 cr.]

The course introduces students to the fundamentals of the marketing concept and the role that marketing plays in business. It explores the role of marketing in creating value for customers and generating business growth. It also exposes students to various elements of the marketing mix including product pricing, promotion and distribution decisions, as well as environmental factors affecting the marketing process. The course highlights the importance of conducting market research to identify consumer needs and wants, and make informed marketing decisions.

Topical coverage includes: an overview of the dynamic marketing environment; the consumer and business markets and their buying behaviors; marketing research; the concepts of brand identity; the process of market segmentation, targeting and positioning; and the marketing mix (product, price, place, and promotion).