Build practical skills in marketing strategy, research, and consumer behavior.
Marketing is the convergence point for issues involving the customer, the competition, and corporate capabilities. It is the constantly evolving field of exchange relationships.
In this course, students explore the fundamental principles of marketing in context of corporate, economic, and societal influences. We take a deep dive into the strategies and best practices in today’s marketing world, focusing on the practical knowledge that managers need to be effective in both product- and service-based industries.
We will also analyze the impacts of changing lifestyles and international market forces on American buying patterns, as well as consumer and organizational buying behaviors. Students will get an overview of the world's leading markets and businesses and learn methods and resources for researching and segmenting. Group discussions will include the career opportunities in marketing and marketing management.
This class is offered in an online synchronous format. Students are expected to log into this course via Canvas at the start time of scheduled meetings and participate via Zoom, for the duration of each scheduled class meeting.
To see all meeting dates, click "Full Schedule" below.
(No meeting Nov. 11)
Electronic Course Materials: You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.
Required Text: Principles of Marketing by Philip Kotler and Gary Armstrong, 19th edition, 2023, Pearson, ISBN-13: 9780137864898 (hardcover). The 18th edition is acceptable. However, please note that the lecture is based on the 19th edition.
