Foundations of Marketing

(3-4 Credit Hours) · Undergraduate

This course introduces the student to the delivering of consumer satisfaction at a profit. The course focuses on marketing mix management: product, pricing, distribution, and promotion. The materials presented in class and the references will cover and illustrate the major responsibilities and decisions taken by marketing managers. IT - Trinity College - Dublin: The aim of this module is to equip students with an understanding of 1) the concept and role of marketing (what is marketing? what is its core purpose?), and 2) an understanding of several important strategic marketing decisions and activities. These include understanding consumer/customer behaviour, the importance of customer segmentation and targeting, the issue of customer value, the core principles of branding and of brand strategy, doing marketing successfully on social media, leveraging sensorial marketing, addressing consumer and brand communities, understanding the principles of developing successful new products and services, and the leveraging pricing as a critical marketing and strategy tool. SY - Sydney, Australia - The University of Sydney: This unit examines the relationships among marketing organisations and final consumers in terms of production-distribution channels or value chains. It focuses on consumer responses to various marketing decisions (product mixes, price levels, distribution channels, promotions, etc.) made by private and public organisations to create, develop, defend, and sometimes eliminate, product markets. Emphasis is placed on identifying new ways of satisfying the needs and wants and creating value for consumers. https://www.sydney.edu.au/units/MKTG1001/2025-S1C-ND-CC Dublin, Ireland (IR): This class is an introduction to marketing through the main principles, concepts, and definitions. It helps teach how to implement marketing strategies into our professional lives while doing it ethically. SK - Seoul, Korea: This course introduces students to key marketing concepts, theory, and practices. Students are expected to master conceptual frameworks and develop their skills in marketing analysis and planning through a combination of readings and case discussion.