1 сарын өмнө
Principle of Marketing (3 credits)
Covers the fundamentals of marketing, such as market research, consumer behavior, product development, pricing, promotion, and distribution strategies.
This foundational course introduces students to marketing concepts, strategies, and tools used to create customer value and competitive advantage. Students will learn about market segmentation, targeting, positioning, consumer behavior, branding, pricing strategies, digital marketing, and integrated marketing communications. Real-world examples and marketing simulations will help students apply theory to practice and develop marketing plans. The course encourages creativity, strategic thinking, and analytical skills. Delivered in online and hybrid formats, students may choose the learning style that suits their schedule.
Unit 1: Introduction to Marketing & the Marketing Environment
Course Title: Principles of Marketing Credits: 3 Format: Online & Hybrid Total Units: 7
- What Will Happen to Marketing in the Age of AI
This talk by Jessica Apotheker explores how artificial intelligence is transforming the future of marketing. It examines the role of data, personalization, automation, and ethical considerations as AI reshapes customer engagement and marketing strategies.
10:43
Unit 2: Consumer Behavior and Market Research
Understanding buyer behavior: psychological, cultural, and personal factors The decision-making process of consumers Types and sources of marketing data Designing and conducting basic market research
Unit 3: Segmentation, Targeting, and Positioning (STP)
Bases for market segmentation (geographic, demographic, psychographic, behavioral) Evaluating and selecting target markets Positioning strategies and value propositions Differentiation in competitive markets
Unit 4: Product Strategy and Branding
Product life cycle and new product development Product mix and product lines Branding strategies and brand equity Packaging, labeling, and product design
Unit 5: Pricing Strategies
The role of pricing in the marketing mix Factors affecting pricing decisions Pricing methods and models (cost-based, value-based, competition-based) Psychological pricing and dynamic pricing strategies