BIP Hochschule Ludwigshafen am Rhein | Fall 2021

Class overview

Exploratory review of the basic concepts, ideas, and functions of marketing within the realm of business. The emphasis is on laying the foundation for understanding some of the fundamental aspects of Marketing.

Purpose of the Course

This course is designed to enhance your understanding and appreciation of the importance and relevance of Marketing in today's global economy. The course helps you define the essential role marketing plays in the growth, survival, and success of businesses. Since every department and employee must be customer focused, Marketing is not just the domain of the marketing department. David Packard, co-founder of Hewlett-Packard, once remarked, “Marketing is far too important to be left only to the marketing department.” Whether or not you are seeking a marketing career, knowledge of the "why's" and "how's" of Marketing is paramount to understanding business.