1. Home
2. Faculty of Economic and Administrative Sciences

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:

• Understand nature of marketing and customer value.
• Understand marketing strategy development and application of 4Ps of marketing.
• Understand marketing tools, usage, and evaluation.
• Learn how to develop marketing plan for a brand or a product.

Discipline Specific Skills: 

• Understand customer value in terms of marketing point of view.
• Knowledge about marketing mix applications and evaluation.
• Understand the rapid changes in the field due to the digital revolution.
• Learn about sustainability and ethics of marketing
• Be sensitized to the various perspectives of the new business environment: ethical, social, political, legal, economic, global and environmental.

Personal and Key Skills:

• Critical thinking.
• In class discussions.
• In class projects.