Principles of Marketing is an introductory course in the subject area of Marketing.
The course introduces students to the Marketing field of study and builds on a traditional consumer marketing approach, which during the course is being challenged by emerging perspectives on services marketing, business-to-business marketing, consumer behaviour, market communication etc. The core of the course is an understanding of the company marketing decision-making process for different applications, including NGOs and public organisations.
The topics discussed in the course include:
- Marketing strategy
- The company and its environment, market intelligence
- Buyer behaviour in consumer and business markets
- Market segmentation
- Branding and market communication
- Product, price and distribution strategy
- Business ethics and CSR
- Marketing research
- Academic English writing and reading