Marketing Foundations

This is an introductory course that exposes the student to marketing from a business perspective. Students will gain an understanding of the role of marketing in terms of building profitable customer relationships:  creating value for customers and capturing value in return. The course is designed to introduce students to the core concepts of marketing including, the marketing mix, (the 4 P's), market segmentation and target markets, consumer buying behavior, market research, the role of advertising, using both traditional and social media,  and public relations, product life cycle and environmental scanning and environmental forces. Students will articulate their understanding of the challenges and concepts involved in establishing and meeting business goals and marketing plans. Students will be exposed to globalization and the major trends that have influenced global marketing.