In our rapidly evolving digital world, marketing efforts are impacting more than ever before. This course is designed to be an introduction to marketing, for both students who are interested in pursuing marketing and those who wish to be better informed consumers.
In this course, students will learn the fundamentals of business and marketing. They will gain knowledge and skills in economics and the marketing of goods and services including advertising, promotion, product pricing, distribution, selling, management and the impact of global business. This course incorporates current topics and news from the ever-changing world of business and marketing as well as real-world simulations to facilitate student learning and engagement.
Students will begin by considering how the Marketing Concept enables analysis of customer need and exploring the role of core standards and finance in marketing. Next, students will dive deeper into the Marketing Mix, exploring customer needs and considerations, and exploring the business behind marketing, including economics, financial analysis, and risk management. Students then shift their focus to the product, by investigating the Product Mix, including development of product lines and brand, and considering channels of distribution. Students complete the first term with a focus on business ethics, social responsibility, and pricing strategies.
In the second half of the course, students will turn their attention to promotion and sales, including advertising, sales promotion, publicity, successful sales approaches, and the concept of personal selling. They will then explore the process of market research, as well as the impact of international marketing on the global economy, before considering entrepreneurship and the variety of career opportunities associated with marketing.
Throughout the course, students will engage in relevant discussions, explore examples of marketing and consider impacts both locally and globally. Students will conduct research over several weeks to create their own marketing plan for a specific product and then share their marketing plans with others for feedback. Upon completion of this course, students will have a better understanding of how and why they are being targeted through marketing efforts on a regular basis, as well as how their response impacts these efforts.
