BA 2150 - Principles of Marketing

3.00 credits.

Effective marketing is critical for the long-term success of any business or organization. In this course, students will acquire an understanding of the marketing concept, “STP” (Segmenting, Targeting & Positioning), the marketing mix (product, place, promotion and price), and how to design a customer-driven marketing strategy. Among the topics explored are customer value, pricing, branding, global marketing, consumer behavior, ethics and social responsibility in marketing, and market research. The course will culminate in a final project with students developing and presenting a marketing plan for a new product or service.