Fundamentals of Marketing

Fundamentals of Marketing is an introductory course designed to help students understand the exciting, dynamic, and challenging field of marketing. Primary emphasis will be focused on providing the student with the traditional and contemporary elements of marketing: specifically, how marketing relates to an organization’s strategy and decision-making. Topics include market research; branding, consumer behaviour, digital marketing and understanding the ‘marketing mix’ of product, price, place, promotion, physical evidence, people and process. The course will consider how businesses strategize and create a competitive advantage in a global marketplace, but also how business increasingly needs to consider sustainability, ethical issues and ‘corporate social responsibility’. Teaching will comprise a mix of methodologies and include discussions and presentations based on readings or case studies.