2019–2020 Catalog

MKT 100 Principles of Marketing

Explores core marketing principles and concepts. Emphasis is placed on the development of marketing strategy and the major components of the marketing mix (product, price, promotion and distribution), as well as the marketing framework. Reviews the critical environmental factors of markets, domestic and international, and customer behavior characteristics that affect marketing operations. Highlights the integration of marketing with other functions in a business organization and the importance of having a customer-centric focus throughout the organization.