Marketing Fundamentals

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The course explores how for-profit and non-profit organizations create, identify value, communicate and deliver products and services using traditional and digital methods.  Topics include the marketing mix (product, price, promotion, distribution), segmentation and targeting research, strategy and planning, customer behavior, and ethics in marketing.



  • Explaining the role of marketing in our economy and society.
  • Identifying the environmental issues and factors affecting a company’s marketing activities.
  • Describing how cultural, social, and psychological factors influence consumer decision-making processes.
  • Discussing how demand estimates for products and services are derived.
  • Assessing marketing opportunities and problems.
  • Explaining how firms segment markets and select target markets.
  • Describing the new product planning process.
  • Discussing the relationship between a product’s life cycle stage and the strategies used to promote, price, and distribute the product.
  • Explaining how firms establish processes for goods and services.
  • Understanding the factors affecting a company’s distribution strategy.
  • Describing how promotional programs can effectively integrate advertising, personal selling, sales promotion, and publicity.
  • Discussing the impact of digital technologies and data on marketing approaches and techniques.
  • Evaluating company marketing strategies.
  • Describing the role of marketing research in developing marketing strategies.
  • Identifying ethical issues in the practice of marketing.

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