Introduction to Marketing

3 credits

This course presents the fundamentals of marketing theory and application. Starting at a societal level, it works through environmental scanning, explores the differences between consumer and business customer groups, followed with a strategic focus on segmentation, targeting and positioning. Tactical applications of the marketing mix are then addressed – product, price, place and promotion. Attention is also directed to ethical and legal considerations. ***Prerequisite: BUS 100 or ADMN 100.*** *Note: Students may not receive credit for both BUS 210 and ADMN 210.*