BU2511 Introduction to Marketing

This course introduces students to basic marketing theory (product, price, place and promotion) and how marketing relates to business activities (manufacturing, wholesale, retail, services). Key marketing concepts (consumer decision-making processes, product development, market analysis and segmentation, etc.) are presented and discussed. The course also examines how social factors, demographic trends, increasing multiculturalism, and changes in the political and legal environment affect marketing. Students will also examine how individual behaviors are influenced by principles of learning, motivation, personality, perception, and group influence. The impact of electronic marketing is also examined. Credits: 3

Prereq: EN1021 Lecture Min Credits: 3.00 And (FY1011 Lecture Min Credits: 3.00 Or FY1001 Lecture Min Credits: 3.00 Or FY1101 Lecture Min Credits: 2.00)