Principles of Marketing

This course introduces core marketing concepts and tools used to create value for customers and organizations. Students learn how to analyze markets, segment and target customers, develop positioning, and build effective marketing strategies using the marketing mix (product, price, place, promotion). Emphasis is placed on real-world application, ethical decision-making, and clear business communication.

Learning Outcomes

By the end of the course, students will be able to:

• Explain foundational marketing concepts (value, exchange, customer orientation, strategy).
• Analyze a market and identify target segments using relevant criteria.
• Develop a positioning statement and value proposition for a product/service.
• Apply the marketing mix (4Ps/7Ps) to build a coherent strategy.
• Interpret basic marketing data and metrics (awareness, conversion, CAC, CLV, etc.).
• Evaluate promotional tactics and recommend an integrated approach.
• Identify ethical, legal, and social issues in marketing decisions.
• Produce a concise, professional marketing plan for a real or realistic business.