BUSI 2423 CIN2

Marketing Principles

The basic concepts and principles of marketing as practiced by organizations. The intent is to provide students with an understanding of how the marketing function fits within the overall structure of the organization and how it contributes to achieving the organization's mission. Areas include the marketing environment, marketing research, consumer behaviour, the marketing mix (4P's), segmentation, targeting, positions, and marketing strategy.

Instructor:  Dr Harish Kapoor
Comm 1213, Econ 1013 and 1023 each with C- or better and Busi 2013 as a corequisite
Course Type: Online; Continuous-intake. Register anytime and learn at your own pace

Develop an understanding of the fundamentals of marketing with this wide-ranging course that serves as a foundation for other marketing courses at Acadia or elsewhere.

Topics include:

  • The origin, evolution, and philosophies of marketing
  • Consumer and business decision making processes
  • Markets, market segments, and targeting
  • The 4P's of the marketing mix: Product, Price, Place, and Promotion 

By completing this course, you'll learn to ethically apply marketing concepts, employ marketing decision making skills, analyze issues and strategies, and improve your writing skills.