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Principles of Marketing   NEW!

This course focuses on business activities concerned with planning pricing, promotion and distributing goods and services. Fundamental principles and business cases are combined so the student may understand more clearly the functioning of marketing in a small business. Course price includes the cost of the book Marketing: An Introduction 9th Edition."

Upon completion of this course, participants should be able to:
  • Demonstrate understanding of the role of marketing
  • Identify and explain the social and ethical responsibilities of the marketer.
  • Discuss the factors influencing consumer and business buyer behavior.
  • Define market research and describe the tools marketers use to conduct research.
  • Discuss how marketers choose markets segments and position their offerings appropriately.
  • Compare and contrast products and services.
  • Discuss the process for developing new products and services.
  • Identify each stage in the product life cycle and discuss the marketing implications.
  • Define price and identify relevant factors in determining price.
  • Compare and contrast different pricing strategies.
  • Identify important factors when making supply chain decisions.
  • Describe various retailing and wholesaling strategies.
  • Define each element in the promotion mix: advertising, sales promotion, public relations and personal selling and how they function in an integrated marketing strategy.
  • Discuss how selling products internationally affects marketing decisions.

Some course content is taught online so students must have access to a computer.

See more classes in The Entrepreneurship Certificate.


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