Principles of Marketing

4.0 credits

This course provides a broad overview of the strategic marketing function in the modern organization, with central focus on customers and the management of a firms integrated response to their needs, behaviors and expectations. Topics demonstrate the robust nature of basic marketing theory and its application in a dynamic 21st Century, with emphasis on technology-enabled relationships across diverse customer touchpoints. The second half of the course covers practical elements of product and service brand management in both consumer and commercial market settings.