Principles of Marketing
This course provides an overview of the core concepts of marketing and the role of marketing in a modern international business in the age of internet, social media, big data, and fast changes in the business environment.

Eugene Radewych
Professor of Marketing at AIBEc.
A graduate of Ontario College of Art (Toronto, Canada).

Purpose of this Course
Principles of Marketing, introduces you to the fundamentals of marketing (history, key concepts, methods of analysis, strategies and tactics) critical to managing profitable customer relationships in today's dynamic and connected environment.

The Course Goals
  • To familiarize you with the basic processes of the marketing mix (product, pricing, distribution and promotion).
  • Understand and use marketing language/terminology in the business community.
  • To expand your knowledge of the marketing industry while increasing your awareness of the strategic and tactical decisions behind today's top performing brands.
  • To enhance your problem solving and decision making abilities by learning how to leverage.
  • Strategic marketing analysis to inform tactical marketing mix decisions while providing you with a framework to evaluate marketing decisions and to create successful marketing initiatives.
  • Understand the role of research and strategic planning in marketing management.
  • Learn the importance of standard and non-standard communications channels and emerging technologies.

Course Materials
  • Frances Brassington and Stephen Pettitt Principles of Marketing, 2nd Ed.
  • Notes, handouts, articles, and cases from the course package.

Grading of this course will be based on assignments, examinations and class participation.

Because the course is heavily discussion based attendance is mandatory. Failure to attend 40% of classes leads to immediate failure in the course and loss of credit.

Course Topics
  1. Introduction to marketing
  2. The consumer
  3. Market segmentation
  4. Marketing research and information
  5. Strategic marketing
  6. Marketing control
  7. Product
  8. Price
  9. Place
  10. Promotion

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