Marketing Fundamentals | MKT-1143

This introductory marketing course provides students with a comprehensive overview of the principles, concepts, and practices of marketing. Marketing plays a critical role in today's business landscape, helping organizations effectively connect with their target audiences, create value, and drive business success. This course explores the fundamental theories and techniques of marketing while also emphasizing the role of sustainability in creating long-term value for businesses, society, and the environment. Students are introduced to various marketing components, including consumer and business buying behaviour, customer segmentation, marketing research, product development, pricing, distribution, and integrated marketing communications.