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BA3702 INTRODUCTION TO MARKETING

Course Objectives

The course aims to give the student basic theoretical and practical knowledge about marketing. For this purpose, the course introduces the concept of marketing, marketing mix elements, marketing environment, marketing research, consumer and industrial buying behavior, marketing mix, market segmentation, target market, and positioning. In addition, the role of marketing from consumers' and firms' perspectives is introduced to the students in both theoretical and practical terms. Thus, the students will be able to turn their theoretical knowledge into practice.

Course Content

The course is designed to introduce non-business students to the fundamental aspects of marketing as it relates to the whole business enterprise. Introductory coverage of major marketing concepts and decisions. Focuses on marketing`s macro role in society and its micro role in business and other organizations. For Non-Business Administration students only.

Course Learning Outcomes

Upon successful completion of this course, students should be able to:

Course Specific Skills:

• Define the fundamental concepts about marketing
• Understand the marketing mix elements
• Identify micro/macro marketing environmental factors
• Recognize the consumer and organizational buying behavior
• Asses the market segmentation, targeting, and positioning strategies

Discipline Specific Skills:

• Recognize the importance of marketing for the companies to gain a competitive advantage
• Analyze and apply marketing theories and concepts in order to explore and understand specific areas of marketing

Personal and Key Skills: 

• Develop writing and discussion skills
• Develop teamwork skills (e.g., leadership, communication, collaboration, critical thinking)
• Learn to apply marketing concepts to the daily decisions of both consumers and companies