Students are introduced to the marketing concept and the role of marketing within the overall business framework. The basic tools of marketing are introduced: market segmentation, positioning, product, price, distribution, and promotion, together with marketing research, consumer behavior, planning, and global marketing. A critical theme of the course is the need for the marketing mix to fit with the requirements of consumers, the competitive environment, company strengths, and community expectations. These issues are considered from strategic and tactical perspectives. Prerequisites: ECON 101 or ECON 204.
Nature and significance of marketing research. Marketing research methods, investigation and analysis of specific research problems. Prerequisite: MARK 301. Not open to students with credit in MARK 412.
Normally restricted to third- and fourth- year Business students. Prerequisites: MARK 301 or consent of Department. Additional prerequisites may be required.