MRKT 1010 - Principles of Marketing

4.5 Credits

Students learn core theories and practices specific to the marketing environment, their functions, and interrelationships that drive consumer decisions and business growth. This course provides a comprehensive overview of core marketing theories and practices, examining their functions and how they are integrated to create effective marketing campaigns. Topics include the history and evolution of marketing, the key components of the marketing mix, and present-day ethical and regulatory challenges.

Lecture Hours: 4.5
Lab Hours: 0.0
Internship Hours: 0.0
Clinical or Practicum Hours: 0.0

Course Objectives

Explain the core concepts of marketing and the key forces that influence marketing decisions.
Analyze consumer and business buyer behavior and their impact on marketing strategy.
Apply the segmenting, targeting, positioning (STP) process to segment a market and strategically position a brand.
Formulate effective marketing mix strategies for different products and services.
Evaluate the ethical and social responsibilities of marketers and the broader impact of marketing on society.

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