This course introduces students to the foundational principles, strategies, and practices of marketing in both business and consumer environments. Using the OpenStax Principles of Marketing textbook, students explore how companies create value, reach target markets, and build strong customer relationships in a dynamic, global economy. Topics include the marketing mix (product, price, place, and promotion), market research, segmentation, branding, digital marketing, strategic planning, and ethical/sustainable marketing.
Through real-world examples, case studies, group projects, and hands-on simulations, students will develop the analytical, creative, and strategic thinking skills used by marketers. Students will also learn how to identify consumer needs, develop a marketing plan, analyze buyer behavior, and use marketing tools to influence decision-making in today's data-driven, digital marketplace.
This course is ideal for students interested in careers in business, communications, entrepreneurship, or social media, and serves as a foundation for more advanced study in business, management, and social media marketing.