The purpose of this course is to prepare the student to think strategically about marketing in today’s global environment. This course is designed to provide students with an understanding of the principles of marketing.

There will be a focus on the management of the marketing activities and how marketing relates to overall organizational functioning, including the management of exchange processes between business units and consumers and between firms.

Topics include the marketing mix, new product development, consumer behavior, customer relationship management, strategic planning and e-commerce. Students will develop a comprehensive marketing plan and apply course concepts to real or imaginary products, Micro and macro marketing, segmentation strategies, society product, distribution, promotion, and pricing strategies.