MKTG 3500 - Introduction to Marketing

5 credit hours
This course provides students with an overview of the marketing function, with an emphasis on the ethical creation of value for multiple stakeholders (including customers and society at large). It presents a comprehensive framework that includes: (1) researching and analyzing customers, company, competition, and the marketing environment, (2) identifying and targeting attractive segments with strategic positioning, and (3) making product, pricing, communication, and distribution decisions. Topical and emerging issues related to marketing (e.g., technological advances, gender/racial bias in advertising, environmental sustainability) will be addressed. Emphasis will be placed on the use of marketing metrics and quantitative analyses to substantiate marketing decisions.

Prerequisite Course(s): Advanced standing in the Albers School