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    Elizabethtown College
   
 
  Sep 19, 2017
 
 
    
College Catalog 2017-2018

BA 215 - Principles of Marketing

4.00 credits.
An introductory course emphasizing key concepts and issues underlying the marketing process and how it operates in today’s dynamic organizations. The marketing mix is examined on a broad scale, with students developing an understanding of how decisions in each element impact and influence the others. Among the topics covered are segmentation, consumer behavior, product development, promotional campaigns, marketing research, distribution planning and pricing strategies. The course will culminate in a final project or major case study, with students developing and presenting a marketing plan.