Course Details

Country: China
Course Title: Principle of marketing
Course Number: MKT201
Course Description: The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. This is a foundational marketing course that includes the study of decisions related to the exchange process, and managing the marketing mix of new product, price, advertising and distribution decisions. The course also studies how firms must coordinate these different elements of the marketing mix to ensure that all marketing activities collectively forge a coherent strategy. Students will learn how individual and organizational consumers make decisions, how to segment markets, to estimate the economic value of customers to the firm, and how to manage relationships with sales force and distribution partners.
Language: English
Approved Equivalent: MKTG L303
Course URL:

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