MKT 201Contemporary Marketing

The course covers the fundamentals of contemporary marketing and the role that marketing plays in business. It explores the role of marketing in creating value for customers and generating business growth in today’s dynamic and increasingly digital environment. In particular, the course highlights the use of data analytics, social media, and emerging technologies to understand consumer behavior and support evidence-based marketing decisions. It also exposes students to various elements of the marketing mix decisions, as well as environmental factors affecting the marketing process. The course highlights the importance of conducting market research to identify consumer needs and wants, and make informed marketing decisions. Topical coverage includes: an overview of the dynamic marketing environment; the consumer and business markets and their buying behaviors; marketing research; the concepts of brand identity; the process of market segmentation, targeting and positioning; and the marketing mix, including key digital channels and tools. [3–0, 3 cr.]