COMM 296 - Introduction to Marketing

This course is designed to provide a broad introduction to the field of marketing. Marketing is far more than just selling or advertising within a business setting; it is a major part of everyday life. This course will illustrate the importance of marketing and will help students develop fundamental marketing knowledge and skills applicable to all specializations within business.

Learning objectives

Upon successful completion of this course, students will have the knowledge and skills to:

  • define marketing and its role in creating value for consumers, society, and organizations.
  • examine an organization’s strengths and limitations, core competencies, and key success factors in the context of the analyzed macro-environment.
  • analyze the personal and interpersonal influences on consumer behaviour and the steps to making a purchase decision.
  • differentiate between secondary and primary research, and conduct marketing research using qualitative and quantitative methods.
  • apply the segmentation, targeting, and positioning (STP) process.
  • differentiate between the four elements of the marketing mix and integrate them in a balanced, strategic marketing plan for an existing product/organization.

Corequisite: COMM 293 and one of COMM 295, ECON 201, ECON 301.

Course credits:

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