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Principles of Marketing

504101 - Principles of Marketing
Faculty

Faculty of Business

Department

Digital Marketing and Innovation

Credit Hours

3

Pre-requisite

Co-requisite

-

Distribution

3 + 0
The major emphasis of this course is on key concepts and issues underlying the modern practice of marketing. The role of marketing in the organization and in society is examined and analyzed. This course focuses on application of current theories and concepts in effectively marketing goods and services to define target customers from a domestic and global perspective. The course content includes marketing in a macro and micro context, the marketing concept, buyer behavior, and marketing organization, market research, identifying target customers, developing product offers, branding, pricing, marketing communications, and distribution channels. Marketing is critically examined from the perspective of the consumer, economy, technology, legal/political issues, and ethical/social responsibility.